When a viral TikTok comment section alleged a parasitic worm was seen in a dish positively reviewed by influencer Keith Lee (17M followers), Seattle’s FOB Sushi found itself at the center of a national media firestorm. Within 24 hours, backlash spread across platforms, both locations shuttered, and the restaurant faced intense scrutiny and spiraling public sentiment. After their initial response heightened the situation, FOB Sushi turned to GreenRubino to restore trust, stabilize operations, and drive a successful reopening.

Challenge

  • Viral misinformation damaging brand reputation
  • Immediate closures of both restaurant locations
  • Initial response fueled backlash
  • Rebuilding credibility in a high-stakes digital environment

Strategy
GreenRubino executed a crisis communications plan focused on authenticity, community engagement, and earned media.

Key elements included:

  • A public apology from the family-run ownership team
  • Working closely with Public Health – Seattle/King County to validate food safety protocols
  • A strategic reopening media day targeting local and national outlets
  • Grassroots “Thank You for Your Trust” reopening campaign

Execution Highlights

  • Heartfelt apology and statement posted to social media and distributed to media outlets
  • Coordinated media day secured all four Seattle TV news affiliates, NPR/KUOW, and national syndication on TODAY
  • Content creator engagement shifted narrative from fear to support
  • Reopening event with free appetizers and community-driven storytelling

Results

  • 40% increase in foot traffic post-reopening
  • 25% increase in revenue over projections
  • 88% positive sentiment (up from 78% negative at peak crisis)
  • 15+ earned media placements (including The Seattle Times, Eater, NPR, KING 5, KOMO, KIRO 7, Q13 FOX)
  • 80+ positive influencer posts using “#WhatWorm?” in support of the brand

Our Impact
By leaning into transparency, humanizing the owners, and activating media and community voices, FOB Sushi not only recovered—it emerged stronger. This case demonstrates how culturally tuned crisis communications plans developed with our team at GreenRubino can turn a viral disaster into a loyalty-building moment of resilience.