Melbourne Bakery Owners Respond to TikTok Harassment of young Staff, Sparking Viral support
Melbourne, Victoria – Montmorency bakehouse, a Melbourne bakery that gained popularity on TikTok, recently became the target of online harassment directed at its young staff. The owners’ response – prioritizing employee wellbeing and publicly addressing the issue – has resonated widely, generating a surge of support and sparking a conversation about online safety and the impact of social media on small businesses.
The bakery’s TikTok account, showcasing its products and the team behind them, initially attracted positive attention.However,a wave of negative comments and personal attacks began targeting staff members,particularly younger employees. Owners Shaun and Lawrence, deeply concerned for their team, chose to publicly acknowledge the harassment and emphasize their commitment to protecting their staff. This decision quickly whent viral, transforming the situation from a targeted attack into a presentation of community solidarity.
“Engagement is engagement,and that really seems like the focus for the algorithm,” Lawrence explained to The Guardian. ”I’m not sure if it identifies what’s good and what’s not… I would say there’s a part of me that is worried about the real human aspect of it – as these are real people in the real world.”
Shaun reported that the online negativity has not translated into real-world incidents, and in fact, the bakery has experienced an outpouring of support from customers. “We’ve been having a lot of supporters, which is a good thing. I hope it will stay that way,” he saeid.
The incident highlights the growing challenges faced by businesses navigating social media, where viral fame can quickly turn into a platform for abuse. Montmorency Bakehouse’s experience serves as a case study in crisis communication and the power of community support in the face of online harassment. the owners are continuing to monitor the situation and prioritize the wellbeing of their staff, hoping the increased awareness will deter future attacks.
