Bagel shop owner pulls AI posts, apologizes after one-star reviews

Bagel Shop Owner Removes AI-Generated Social Media Posts After Customer Complaints

Adam Jones, owner of Myer's Bagels in Burlington, Vermont, discontinued a series of AI-edited Instagram posts in May 2025 after receiving multiple one-star Google reviews focused on the content rather than product quality. The 53-year-old operator of the Montreal-style bagel shop stated that he had tested an AI tool for scheduling and editing social media content before withdrawing the posts and issuing an apology.

Myer's Bagels produces Montreal-style bagels, which are boiled in water with honey and baked in a wood-fired oven. The resulting product is denser and chewier than typical North American bagels. The business employs approximately 22 people and operates in a college town where social media serves as a primary channel for reaching customers. Jones said staff turnover among part-time employees previously limited consistent posting, prompting him to explore automated assistance.

Jones subscribed to a business software platform that offers AI functions for tasks including payroll analysis, inventory tracking, and content creation. The platform generates monthly Instagram calendars and modifies user-uploaded photographs. For a graduation-themed post, Jones requested a promotional angle and received suggested text and image adjustments. He reviewed outputs and requested changes such as reducing the size of background elements that did not match the shop's actual bagels.

Two posts drew particular attention. One featured the shop's retail packaging placed in front of a wood fire that was not part of the store's layout, accompanied by a review quote presented as a handwritten note. The second showed a baker rolling dough superimposed on a wooden board with added fire and kettle elements. Jones confirmed that the bagels, hands, and dough in the images originated from photographs taken at the shop, while the backgrounds and layout were altered by the software.

Customers commented on the posts within hours, noting discrepancies between the generated scenes and the physical store. Some responses questioned the authenticity of the images. Jones reported receiving between 25 and 30 comments on each of the two posts. Several one-star Google reviews followed, citing the use of AI rather than food quality or service. No direct telephone complaints were received. A smaller number of comments defended the shop as a small business experimenting with new tools.

Jones removed the posts and posted an apology stating that the shop would adjust its approach. He indicated that customer feedback would guide future decisions in the same manner that unpopular bagel flavors are discontinued. The shop has continued to use the AI platform for non-social-media functions such as scheduling and financial review.

According to a discussion thread on the subreddit r/burlington, the account resumed posting AI-modified images within two weeks of the apology. Jones has described AI as a tool that may help maintain operations amid rising costs, though he stated that social media use requires greater oversight to avoid similar reactions.

The episode illustrates the practical limits small food businesses encounter when adopting automated content tools. Jones noted that the technology can accelerate production of promotional material but does not always align with customer expectations for direct representation of the physical premises. He said future posts will rely more heavily on unaltered photographs taken on site.