Apologies abound after burger chain’s jaw-dropping ISIS-related tweet

A contractor for Z-Burger used a picture of James Foley, a journalist killed in Syria, to sell burgers. The media firm’s CEO offered a personal mea culpa, but the backlash persists.

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When a promotional misstep is in extremely poor taste, it’s hard to imagine an adequate apology.

A horrific social media error may cost the Washington, D.C., chain Z-Burger a good chunk of customers, even though that error was made by its contractor, revealing the high stakes of online engagement and reputation management.

The tweet’s author bizarrely—and apparently unwittingly—used the photo of a journalist murdered by ISIS to throw shade at McDonald’s.

WMUR reported:

The tweet promoting the restaurant Z-Burger said, “When you say you want a burger and someone says okay lets hit McDonalds.”

Under the tweet was a photo of Foley moments before he was beheaded by ISIS in Syria with the words “you disgrace me” underneath.

The hamburger chain’s owner, Peter Tabibian, is blaming a contracted marketing company, Valor Media.

Valor Media’s chief Michael Valor explained how the error occurred.

WMUR continued:

“It was something that was completely unintentional. I acted on it as fast as I could, but it was a mistake within my company,” he said.

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