Shake Shack Grabs Former Viral Chick-fil-A TikToker

American fast-food chain Chick-fil-A is under fire from netizens for asking one of its staff members, who showcases and reviews her employee lunch meals on TikTok, to stop posting her videos.

Without missing a beat, competitor Shake Shack grabbed the golden marketing opportunity by hiring the former Chik-fil-A TikToker to promote its Chicken Shack.

Miri, who goes by @mirithesiren on TikTok, works for one of the Chik-fil-A branches in Southern California.

Since January, she's been posting her employee meals, touting Chick-fil-A's various new offerings, while providing viewers with insights on what to order. 

@mirithesiren TASTE REVIEW: CHERRY BERRY DRINK @Chick-fil-A #chickfila#chickfilaemployee#fyp#chickfilasauce#chickfilahacks#curlyhair#blackgirl#cherryberry#tastetest#newdrink♬ original sound - mirithesiren

With over 113,000 followers on the video-sharing platform, her videos average between 40,000 and 3.4 million views, often going viral for how she eats the free meals given to her by her employer. 

Despite her brand loyalty, free Chick-fil-A promotions that drive new customers to the restaurant, and fast-growing following, the brand refused to ride the waves of her success.

Why Miri Stopped Making Chick-fil-A Videos 

In a TikTok video posted last week, Miri explained why she will no longer be posting videos reviewing Chick-fil-A products, detailing how the company's upper management and PR department informed her that her videos break a rule in the employee handbook. 

"I do want to make clear that this rule was in place before I ever started making Chick-fil-A videos, and unfortunately, Chick-fil-A is not willing to make an exception for me or collab with me in this case," she elaborated. 

@mirithesiren Chick-fil-A Corporate has asked me to stop making content. I’m sorry you guys :/ Thank you for all the support and love but an era has ended. “The postings on this site are my own and do not necessarily reflect the views of TC&Js Enterprises, Chick-fil-A Whittwood, nor Chick-fil-A, Inc.” #fyp#chickfila#chickfilaemployee#chickfilasauce#chickfilahacks#curlyhair#blackgirl♬ original sound - mirithesiren

She clarified that Chik-fil-A's decision wasn't a punishment, and she will continue to work for and love the company.

Miri also shared that she feels at peace and that she didn't "want to be the 'Chick-fil-A girl' forever."

Netizens have since reacted to Miri's explanation expressing disappointment towards the chain, with user @_andgrace stitching the Chick-fil-A employee's video, believing that the restaurant chain threw away a "phenomenal asset."

Shake Shack Swoops In

While Chick-fil-A was open to passing up on a shot at viral influencer marketing, Shake Shack knew it had to seize the opportunity, heightening the competition between the two brands.

"Shake Shack recently announced a promotion offering free, no-antibiotic chicken sandwiches every Sunday in April — deliberately taking a jab at chicken competitor Chick-fil-A," Nicole Parin from Shake Shack PR revealed in an email to DesignRush.

"Chick-fil-A announced last month it was rolling back its pledge to only use antibiotic-free chicken, citing supply reasons," Parin added.

Without wasting any time, Shake Shack grabbed Miri to promote its premium ingredients as part of its latest campaign.

"Over the weekend, Shake Shack took another go at the fast food chain by teaming up with one of Chick-Fil-A's employees, @MiriTheSiren on TikTok, on a paid social post," Farin added.

"Shake Shack stands by its antibiotic-free chicken commitment and is doubling down on communicating why premium ingredients are at the core of Shake Shack," she added.

@mirithesiren Went to @SHAKE SHACK and tried their CHICKEN SHACK - and you can too! Every Sunday in April you can get a free Chicken Shack with $10 minimum purchase using code CHICKENSUNDAY. #shakeshack#shakeshackpartner#chickenshack#fyp♬ original sound - mirithesiren

The video, which was just posted on Sunday, has since garnered over 171,000 likes and one million views as of writing, showing that Shake Shack made the right choice.

Meanwhile, Chik-fil-A continues to receive criticism for its decision.

"Most brands would pay a lot to have a prolific, TikTok-native creator with detailed product knowledge and unflagging passion for the brand who is publishing a constant cadence of highly engaging content for them," shared VML Chief Social Officer Liz Cole. 

"Whatever benefit there may be to enforcing a corporate social media policy in this instance, the opportunity cost doesn’t seem worth it," she added.

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Editing by Katherine 'Makkie' Maclang