Food delivery site @eat24, fed up w/Facebook, pens hilarious dear John letter by @evien via @FastCompany

Eat24's Hilarious Dear John Letter To Facebook

Facebook wants brands to pay up for organic reach and Eat24 is fed up—so fed up it's leaving Facebook.

Since 2012, Facebook has been gradually reducing the organic reach of content posted by brand pages, encouraging businesses to pay for promoted posts to get in front of fans. An Ogilvy study released this month says that organic reach hit a low of 6% in February, and closer to 2% for pages with more than 500,000 fans—meaning that each piece of content is seen by almost none of the people who "like" a brand, unless the brand pays Facebook. The study argues that paying to reach fans who can share your content still has value to brands, because the reach earned by shared ads among engaged customers still results in sales. But food delivery site Eat24 doesn't agree, and has written a hilarious breakup letter to Facebook ahead of deleting its page tonight at 11:59 p.m.

On Eat24's blog, Bacon Sriracha Unicorn Diaries, the company writes, "Dear Facebook: Hey. It's Eat24. Look, we need to talk. This isn't easy to say since we've been together so long, but we need to break up. We’d love to say 'It’s not you, it’s us' but it’s totally you. Not to be rude, but you aren’t the smart, funny social network we fell in love with several years back. You’ve changed. A lot."

Illustrating the letter with images like confused Internet kittens and Pepe the King Prawn, Eat24 says they "found out you’re doing this because of a new algorithm that decides what people want to see in their news feeds. If that's true, that means your algorithm is saying most of our friends don’t care about sushi porn, that they aren’t interested in hearing our deepest thoughts about pizza toppings. Are you listening to yourself? Do you know how ridiculous that sounds? You know that all those people clicked 'Like' on our page because it’s full of provocatively posed burritos and cheese puns, right?"

The letter goes on to cite this Veritasium video asserting that Facebook's paid programs to help businesses earn more fans employ click farms that generate fake or irrelevant "Likes" from international locations Eat24 doesn't serve. The company also points to Facebook's endless design changes that put a burden on marketers to frequently update their pages. "Real talk, if we had to choose between making 142 different size banners to conform to whatever you’re feeling that particular week, or lie on the couch and think about fried sushi rolls, we’re always going with sushi. Just saying, but maybe you could take a lesson from this amazing webpage for the Space Jam movie. The website hasn’t changed since 1996 and it’s AMAZING."

Whether this kind of brand backlash could ever put a dent in Facebook's bottom line as it evolves from a pure social network to social ad platform is hard to predict. Asking brands or publications to pay up for what was once free is bound to rankle, but given Facebook's reach, brands may decide that the price is worth the interest and engagement it generates. As the Ogilvy report states, "Fans will still see brands' content in their News Feeds and, if the content is interesting enough, will pass it along to their friends. And there's real value in this. According to Nielsen, social ads that carry a friend's endorsement ('Your friend Mary likes Acme Cheese'), generate a 55 percent higher ad recall than non-social ads."

But more may protest, publicly deciding like Eat24 that Twitter serves their social engagement needs, and advertising money is better spent elsewhere. "So that’s it. We’re done," they write. "All you’re left with are some single-serve freezer meals. Us? We can eat a whole pizza by ourselves so we aren’t even worried about that."

[Broken Plate: Oleg Belov via Shutterstock]

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  • Kristin Reinbach

    Thanks Evie, for the well-balanced article! :)

    Question remains: What's the alternative?

    I am managing several Facebook pages ( and from that experience I must admit, Facebook pages and the fans there make very effective market research panels - because - even if you are not selling anything via Facebook, it still enables direct learning curves with your audience.

    Or even to find out WHO really IS interested in your brand...

    Of course, it's always better to have a real-live relationship with people - but how would you intend to argue for the huge budgets this would require?

    All in all, I would welcome it very much if other market players would make this 'monopoly' game for Facebook a bit more challenging and provide real alternatives. In Germany, at least, Google+ for example does not seem to hook the crowds (and Twitter even less).

    Would be interested in which alternatives other people see (now or coming up)?

  • Pizzo Pizzofmine

    What's the alternative? When the Facebook Fan page is no longer effective, the Facebook group page is.


    interaction-wise, facebook group is more democratic compared to a fan page where postings from fans is hidden from the main page. It allows more open, intimate, two-way conversation.

    For instance, I posted a shout out about a new food truck service in the neighbourhood, in a neighborhood facebook group and it went viral.

  • The last time Facebook changed it privacy policies, I said, "Thanks, but no Thanks." and I never logged into the site again.

    The joke is on you, General Public. How do you think Facebook got the billions to buy WhatsApp and Oculus Rift? Your everyday participation in Facebook as a website means that it will continue to survive.

    If every user of Facebook stopped logging in tomorrow, the site would be gone in 2 years.

    Let's make that happen.

    Everyone knows that Zuckerberg is social media's answer to Joseph Stalin, he's going to "socialize" your private information for the good of his capitalist bank account. Your rewards? You get to use the mind control device, for free, while he makes billions selling you as another number in a demographic chart.

    Stop. Logging. Into. Facebook.