A viral one-star review of a Phoenix tamale shop wasn’t real after all — and it turned into a savvy marketing moment for The Tamale Store.
Here’s the gist: a provocative post circulated on January 29 showing what appeared to be two reviews from a customer named “Rebecca O” on the restaurant’s Facebook and Instagram pages. The alleged first review docked the tamale as “Absolutely awful” for being “chewy” and “stringy,” claiming the reviewer couldn’t bite through it. A second, supposedly later review gave four stars, noting that the reviewer was told not to eat the cornhusk and expressing that the experience had dramatically improved, even calling it “the best thing I’ve ever tried.”
The Tamale Store shared the image with the playful caption, “It’s ok Rebecca we forgive you,” and the post quickly racked up thousands of likes and comments. The chatter didn’t stay by itself; it exploded across social media, amplifying attention for the business.
Later, the truth came out. Newsweek spoke with Pauline Alvarado, The Tamale Store’s chief marketing officer and co-owner, who admitted the Rebecca O. persona wasn’t real. Yet she stressed that the faux reviews drew on a real pattern: customers who are new to tamales often misinterpret how to handle the husk.
Alvarado explained the character originated from a real anecdote. A customer who had bought a hot tamale returned upset after discovering she’d eaten part of the corn husk. They shared a laugh, and because the moment made an impression, it inspired the Rebecca concept as a broader commentary on first-time tamale experiences.
If you’d like to read the full context, Newsweek’s coverage provides the details of the interview and the backstory behind the campaign.
We’d love to hear what you think. Do you find marketing stunts like this clever attention-getters, or do you see them as misleading? Share your view in the comments.
