Eighteen years after the 9/11 attacks, commemorating the tragedy online can be a pitfall for pizzeria operators. The pain remains fresh to some customers, who frown on any attempt to commercialize it. Ledo Pizza learned this the hard way with a viral tweet.
The Annapolis, Maryland-based pizza chain tweeted a picture of a pizza styled as the American flag with the #NeverForget hashtag.
Ledo then quickly deleted the picture, replacing it with a picture of an actual American flag. But a number of followers noticed, and in true Twitter fashion, made a buzz.
Why did you delete the pizza? Did you want us to…forget? pic.twitter.com/5I7jdAeEFp
— The Jeopardy Bridesmaid (@JakeMHS) September 11, 2019
I would imagine losing your job as a social media manager for a pizza company because you posted a flag pizza to commemorate one of America’s worst tragedies will be pretty hard to forget, yes
— Abandoned America (@abandonedameric) September 11, 2019
Never forgot the time you used 9/11 to promote your pizza
— Kron (@bumpychunky) September 11, 2019
Followers then began complaining that the pizzeria’s Twitter account blocked them after they made wisecracks about the tweet. Hours later, the pizzeria posted three tweets apologizing for its conduct.
This morning, Ledo Pizza posted a photo of a pizza decorated as a flag of the United States of America on Twitter. As you may know, we regularly use this photo to show our Patriotism and Love for our country during holidays and remembrances.
— Ledo Pizza (@LedoPizza) September 11, 2019
While most fans are used to seeing this photo and share our Patriotism, a few Twitter users took offense to this imagery and for this we are sincerely sorry. Our Twitter post was never intended to diminish the gravity of September 11th and has since been removed.
— Ledo Pizza (@LedoPizza) September 11, 2019
Again, if you are familiar with Ledo Pizza, you know that we would never intentionally do anything to dishonor our flag and we hope that you can find it in your heart to forgive us for this misstep. #WeAreSincerelySorry
— Ledo Pizza (@LedoPizza) September 11, 2019
Numerous followers met the pizzeria’s apologies with forgiveness and a few more jokes.
You should apologize to the extent you put pineapple on pizza but not for loving your country!
— Madlaw (@madlaw1071) September 11, 2019
I demand a free pizza to make up for this
— Class in the Ass (@Enflamed_Pubes) September 11, 2019
im offended you didn’t have the correct number of Stars and Stripes
— evan jacobs (@esjacobs) September 11, 2019
The takeaway from this 9/11 mishap is that while this date is recognized nationally, the tragedy behind it prohibits any attempt to sell products or promote brands. One brand adviser noted that the only way to recognize 9/11 on social media is to post respectful pictures of the American flag, a solemn photo of the fateful day, or a meaningful graphic.
“Brands had better learn how to deal with (9/11) well, or consumers will make them pay for it,” said Robert Passikoff, founder of Brand Keys, a research consulting firm that assists corporates in marketing and branding.