DeBragga Anonymously Takes it to LaFrieda, Bill’s & The Shack
This comment by “challahbackgirl” (cute!) was posted to yesterday’s news about the brand new Frites N Meats Truck (which uses meat from well known butcher DeBragga & Spitler). Notice anything odd about this supposedly unbiased comment from a totally random user?
Here’s a tip to all you businesses out there who think “guerilla marketing” should involve pretending to be a regular commenter on food blogs… if you’re going to insult the competition, you might not want to do it from a company computer. Especially if your company mail server has the company name in the URL. (It’s kind of a dead giveaway.) For those who aren’t technically inclined, here’s a layman’s explanation: I love your meat DeBragga, but you’re busted.
UPDATE: Somebody posted an interesting comment that I’d like to respond to…
From Lunch’er “Beast”:
“Zach, I expected better from you. This isn’t a “shill”, but you’ve spun it that way. Either that or you have very poor reading comprehension skills. She’s only lamenting that everyone in the five boroughs and beyond has been on their knees in front of Pat LaFreida lately. She didn’t “shill” for Debragga (never even mentions them) and she doesn’t even say the frites burgers are good. She only “bets” that they are better than Bill’s. I hardly think this is a shill, despite her place of employment.”
My response is after the jump…
Let me first say, DeBragga is a great meat purveyor, and this shouldn’t reflect negatively on their food, their business, or their management. I have no doubt they are good people and mean well.
But… to your point beast – both Bill’s & the Shake Shack use LaFrieda Beef. And while I don’t necessarily think that they were trying to directly sell people on DeBragga, I do think it is wrong when people log onto websites under fake names and praise a company they work for, while insulting competitors, without letting people know where they work. And companies will continue to do this (in increasingly more clever ways) unless they’re called out for it.
To say “I bet these street burgers are 10 times better than Bill’s Burger Bar” without letting people know that you work for the company that supplies the meat is disingenuous at best, and deceitful at worst. I’m not doubting the authenticity of their comments. They probably love In N Out Burger, and didn’t think much of Bill’s. But if they had simply added “I work at DeBragga so this is opinion is biased…” we wouldn’t be having this conversation. But whoever posted the comment didn’t do that. And they didn’t do that on purpose.
The more transparency there is, the better off we all are. I doubt DeBragga is going to suffer any from my stupid post. But maybe the next company will think twice before they shill on Midtown Lunch.