A single-star review of a Phoenix, Arizona, tamale, lamenting its “chewy, stringy” texture, went viral this week before being revealed as a marketing campaign by the restaurant itself, The Tamale Store.
The review, posted by a user named Rebecca O, initially appeared on The Tamale Store’s Google Business profile. It quickly spread across social media platforms including Threads, Instagram, and Facebook, garnering tens of thousands of likes and shares. The post detailed a frustrating experience with the traditional Mexican dish, specifically struggling to bite through it. A follow-up review, posted by the same user, dramatically reversed the initial assessment after learning the corn husk was not meant to be eaten. “Seriously the best thing I’ve ever tried omg,” the second review read, accompanied by an apology for the initial negative feedback.
The Tamale Store, a family-owned business operating in Phoenix since 2008, initially responded to the reviews with a lighthearted message: “It’s OK Rebecca we forgive you.” However, the restaurant’s co-owner and chief marketing officer, Pauline Alvarado, later disclosed that “Rebecca O” was a fictional persona created by her team. Alvarado explained the character emerged from a common customer experience. “We receive this complaint from new customers all the time. They are not always sure how to eat a tamale and sometimes start with the corn husk,” she said, adding that the scenario has played out “countless” times over the store’s 18 years in business.
The Tamale Store, located at 15842 North Cave Creek Road, began as a stall at the Phoenix Public Market before expanding to a permanent location. The restaurant is known for its substantial, half-pound tamales, handcrafted using traditional methods and family recipes. Founder Martha Rocio Castillo established the business with a vision of sharing authentic Mexican cuisine with Arizona, and her children now assist in maintaining the quality of the food.
Alvarado expressed surprise at the extent of the review’s virality, stating she “cannot believe how viral [Rebecca] became.” The campaign’s success highlights the potential for creative marketing strategies in the digital age, though it also raises questions about authenticity in online reviews.
