Hearts & Minds: How did a bakery chain become so divisive?

Nothing more divides public opinion at present than Gail’s. Everywhere the coffee and bakery chain goes, there is a row. The latest is Macclesfield, where the new branch is popping up in media reports, complete with the now ubiquitous quotes of those for and against and pictures of them standing outside. That followed another story that Gail’s was discarding vast quantities of fresh, unsold sandwiches and pastries rather than give them to those in need.  

That gives a clue as to what is happening here. Every so often a brand becomes a totem for public debate and anger, a target for left-right, rich-poor polarisation, much of it manufactured. Comms-wise, a sense of perspective is required. Open a shop selling anything and there will always be someone opposed, especially if that outlet threatens existing stores. Gail’s is seen as particularly insidious because the name implies homely independence when it is a national chain; its prices are high, leading to criticism it’s catering to the wealthy; its former driving force was a prominent Brexiteer; the original Gail was Israeli, so it supports the bombing in Gaza. This, and the rest has been thrown at the company in the press and via social media.

To which there are ready answers. The name is friendly and genuine, paying homage to the founder – plenty of other brands do the same. The prices reflect the quality of the produce. Gail’s provides a lift to the local economy; its presence attracts footfall; it takes over empty premises and breathes life into them. The more emotive stuff, about Brexit and Gaza etcetera, that should be dismissed calmly and firmly. There are other pro-arguments, such as Gail’s boosts house prices, but equally, let others make those.

What should Gail’s do? Show you may be nationwide but being there matters – cherish the site, employ locals, support community causes and events, become a hub, keep up standards, be clean and tidy. Quietly put down roots and gain respect, and the storm will pass. It will – this has happened before.

The worst approach is to fuel the row, to tackle opponents head-on. Well-chosen interviews setting out your stall, rebutting some of the lunacy will help, but not too many; likewise, allowing journalists access to see how you operate. Above all, enable the brand to do the work. Gail’s is a success because it is good. People like it. Stay focused, don’t allow your enemies to crowd in. That’s what matters.

Chris Blackhurst is one of the UK’s foremost business journalists. He was previously Editor of The Independent and City Editor of the Evening Standard.