Big Square’s Big Blunder Has Customers Turning Against Them

Fast food chain Big Square is on the receiving end of backlash from some of its customers following its publication of an advertisement online. The original posting seen by Business Today invited applications for 12 ‘brand ambassador’ roles, with each ambassador expected to represent one of the chain’s outlets.

The ambassadors will be expected to plan and execute events showcasing each of the branches. In exchange, the chain offered ambassadors discounted meals and drinks, early access to any new menu items, recognition on the brand’s digital platforms and “the chance to make a meaningful impact on Big Square’s success.”

The lack of monetary compensation caught the eye of a section of Kenyans online, who took the fast food chain to task. The chain was accused of seeking to exploit labor.

Kenya has the highest unemployment rate in East Africa. According to World Bank data, 5.7 percent of Kenya’s labour force was out of work in 2021. This, coupled with the skyrocketing cost of living, led many to question the fast food chain’s approach to hiring the ambassadors.

“How does one pay their bills after working for them?” posed Sandra Wangui on Twitter.

In response to the complaints, the chain issued an updated statement disclosing that the brand ambassadors would also be offered commissions on sales. It apologized for the initial posting, dubbing it a ‘miscommunication’.

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“We apologize for any confusion caused by our miscommunication. We would like to clarify that our ambassadors would receive payment through commission,” Big Square stated, adding “We understand that this was not clearly communicated and we are taking steps to improve our approach moving forward.”

The casual dining chain was established in Kenya in 2012, with the first branch at Karen Square. It has grown its footprint to 12 branches, with at least ten locations in Nairobi and another in Mombasa. According to Big Square, it has around 500 employees.

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