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The Guardian - US
The Guardian - US
Business
Gene Marks

Thinking of trashing a small business on social media? Please, think again

TikTok
People sitting in a restaurant
Los Candiles Mexican restaurant on 21 November 2025 in Chicago, Illinois. Photograph: The Washington Post/Getty Images

A viral Reddit post mocks a $22 grilled cheese sandwich and helps to sink a Bay Area shop. A restaurant owner is forced to push back on a viral complaint. A small business owner in Maine faces a viral backlash after posting a “No ICE” sign. The owner of a furniture store mistakenly receives backlash after being confused with another store. An influencer calls out a South Carolina boutique in a TikTok video after a negative shopping experience.

I have had countless bad experiences at small businesses. I have eaten cold pasta and seen mice scurry behind a table. I don’t go back. Sometimes, when the experience is particularly great, I’ll give a quick good review on Google. But when I have had a bad experience? Never. Ever.

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