The Ponsonby venue Jolene apologized after its co-founder posted a mocking comment about a rival country-themed bar on Auckland's North Shore [1, 2].
The incident highlights the competitive tension between niche themed venues in the Auckland hospitality market. Such public disputes can impact brand reputation and customer loyalty in a city where themed dining and drinking experiences are increasingly popular.
Jesse James, a co-founder of Jolene, targeted the new North Shore business, Temu, in an online post [1, 2]. The comment was perceived as a dig at the rival venue's entry into the market. Following the post, the mocking tone sparked criticism, which prompted the leadership at Jolene to issue a formal apology [1, 2].
While the specific text of the mocking post was not detailed in the reports, the reaction from the industry was swift. The tension between the two establishments reflects a classic territorial dispute within the hospitality sector, one that played out in the digital sphere before being addressed through an apology [1, 2].
In response to the friction, a representative for the rival bar expressed a desire for coexistence. "This town is big enough for the two of us," the unnamed owner of the North Shore bar said [1].
Jolene has since sought to move past the controversy. The venue's decision to apologize suggests a desire to avoid a prolonged public feud that could alienate potential patrons or invite further scrutiny of its business practices [1, 2].
“"This town is big enough for the two of us."”
This clash illustrates the volatility of social media branding for hospitality businesses. When owners use personal accounts or brand voices to engage in 'rivalry' marketing, they risk crossing the line from playful competition into unprofessionalism. The swift apology indicates that the perceived reputational risk of appearing arrogant outweighed any potential marketing gain from the original jab.
