In the age of TikTok and instant virality, even a small slip-up can melt into a PR disaster—or a golden opportunity. Just ask California Pizza Kitchen (CPK), whose mac & cheese mishap turned into a lesson in order accuracy, customer trust, and brand redemption.
The Incident: Cheese, Hold the Mac
In early 2024, a TikTok user posted a now-viral video showing her disappointing delivery from CPK—just a container of melted cheese, with no macaroni in sight. When she contacted the restaurant, not one but two employees told her she had “ordered wrong” and needed to add noodles separately.
The internet had a field day. The video hit 3.4 million views, and CPK suddenly found itself under the microscope—with a side of memes and snarky commentary.
The Response: From Blunder to Brand Builder
To their credit, CPK didn’t shy away. Instead, they leaned in—with humor, humility, and some smart marketing moves:
Admission & Apology: CPK acknowledged the mistake publicly.
A National Promo: They launched a half-off mac & cheese deal for the rest of the month.
Creative Content: A TikTok PSA on how to “properly” order CPK mac & cheese brought the laughs—and the engagement.
Customer Appreciation: The original poster received a care package, a free mac & cheese certificate, and a year’s worth of free pizza.
Result? A PR win, a bump in brand visibility, and a textbook example of turning lemons into lemon linguine.
Lessons Learned
Social Listening Is Survival
CPK was quick to notice the viral video, allowing for a timely and relevant response.
Transparency Wins
Owning the error and responding with empathy helped humanize the brand.
Humor Helps Heal
CPK’s lighthearted tone struck the right chord with online audiences.
Crisis = Opportunity
What started as a customer complaint became a nationwide campaign.
What Can Brands Do Differently?
Here’s where Virtual Tabletop Exercises (TTXs) come in.
TTXs are simulated crisis scenarios that help teams practice and refine responses before the real thing hits. When used strategically, they can:
Improve operational procedures to avoid mishaps in the first place.
Train teams for customer service recovery, ensuring empathy and speed.
Equip brands for real-time reputation management—especially on platforms like TikTok, X, or Instagram.
In short: they’re your dry run for when the cheese hits the fan.
