By Tonmoy Sarkar Ujjol & Writing Team at PoriPurno.com | Date: May 18, 2025
Imagine your favorite restaurant suddenly posts a photo of a giant lizard (monitor lizard or “Sanda”) on Facebook with the caption:
“5,000 reactions and we’ll introduce ‘Sanda Biryani’ at Roadside!”
You pause. Is this a joke or are they serious?
The internet lights up. People laugh, comment, share memes. Some call it “tasty,” while others are visibly disgusted. But amidst the chaos, one must stop and ask:
Is this really branding?
Virality Doesn’t Equal Value
In today’s digital world, going viral isn’t that difficult. A catchy caption, a little controversy, a meme or two — and you’re suddenly hitting thousands of reactions. But if your viral content doesn’t increase interest in your actual product, what’s the point?
In this case, Roadside may have created a viral post, but did they build an audience? That’s the real question.
This is what marketing experts often call “Tone-deaf humor.”
Food Is Personal — Don’t Joke With It
Food is an emotional experience. People enjoy meals with family, loved ones, and friends. When choosing a restaurant, cleanliness, care, and taste are top priorities.
Now, compare that to associating food with an image of a reptile — a creature many find revolting. For a few, this may seem like humor. But for the majority, it’s far from funny — it’s offensive.
Negative Emotion Leads to Long-Term Damage
As marketing professor Jonah Berger writes in his book Contagious:
“Disgust and confusion don’t make people loyal. They just make them look and leave.”
People may see such content once, share it, and move on. But what sticks is the memory — “Oh, that’s the lizard restaurant.”
Is that what a brand wants to be remembered for?
When Brands Get It Wrong: Real-World Examples
History shows us that misjudged humor can backfire badly:
- Burger King (2021): Their tweet “Women belong in the kitchen” was meant to be satirical and support a women empowerment campaign. But it backfired due to its misleading headline.
- Sultan’s Dine Controversy: A viral rumor once suggested they served dog meat in their biryani. Though proven false, many customers remain skeptical to this day.
These examples prove that when humor goes wrong, it takes your brand down with it — often for a long time.
It’s Time to Shift From “Just for Fun” to Real Food Experience
Look at brands like Nike or Apple. They engage audiences with fun — but it’s classy fun.
Nike once addressed the George Floyd incident with a powerful line:
“For once, don’t do it.”
No jokes — just conviction. That’s why their content is remembered and respected.
Viral Without Value = Loss
This might be a hard pill to swallow, but here’s the truth:
If your content goes viral but no one remembers your product or service — then you’re not gaining or losing, you’re just lost.
So ask yourself:
Are people remembering your brand story — or just a meme on Facebook?
Final Thoughts
Food brands are deeply tied to our taste, culture, health, and values. If your brand jumps on every meme or trending train, the real story — your identity — gets lost in the noise.
Today it’s lizards. Tomorrow, who knows?
As branding legend Marty Neumeier said:
“A brand is not what you say it is. It’s what they say it is.”
If Roadside aims to become a trusted, beloved food brand, now is the time to hit reset. Shift the focus from viral clicks to real connections.
Because in branding, trust always tastes better than trends
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