If you are on Twitter, you know there are a number of ads placed within your feed. It’s crazy (and when I say crazy, I mean scary) how tailored the ads are to their audiences. Must be the chip implanted in me when I got the vaccine. Darn you Bill Gates!!! 🙂
Lately, one ad has been coming up again and again. It’s an ad for Wawa and their new “gluten conscious” menu.
Gluten CONSCIOUS is the first thing that caught my eye. So I clicked on the link and it brought me to the wrong page. It took me to their “calorie conscious” page, whose first two items listed were a Brioche Bun and an English Muffin. C’mon Wawa…all that money and can’t proof your social media ads? So I clicked on the Gluten Conscious tab and voila…a list of all of their gluten conscious items.
Under the page title is the following:
Ok…cool…they seem to get the difference between gluten-free and gluten-FREE. So I scroll through the page and at the bottom is this note (in big bold text):
The ingredients and recipes listed above are all made without gluten but are not certified gluten free. These ingredients share storage and preparation areas with gluten containing products, therefore, cross-contamination through our supply chain and in our store environment is possible. These products are not suitable for people with Celiac Disease, gluten sensitivity or a wheat allergy.
Honesty? In the corporate world where it’s profit first every single time? What a concept. Serious kudos to Wawa for the disclaimer. I’ve always said that companies can do what they want, as long as they do not mislead the celiac community.
But you know me…I’m an inquisitive guy. I love asking questions. How else am I supposed to get the answers? So while I do indeed appreciate their honesty, here are a few questions I have for the Wawa folks.
Question: Who is this actually for? If you recommend it’s not for people with Celiac Disease, gluten sensitivity or a wheat allergy, what other category is there? What am I missing? Folks who think you can lose weight by going gluten-free?
Question: Will there be the disclaimer clearly visible in all locations?
Question: Will you train your staff worldwide on the proper cross-contamination protocols? Cause you know some people with celiac disease will either 1) not see the disclaimer; or 2) see it and throw caution to the wind.
Question: Can we come up with a better term than “gluten conscious”? It reminds me of something Gwyneth Paltrow would come up with. Panera used the same term in 2015 when they introduced gluten-free bread. It didn’t go well.
Question: Does this Bus Stop at 82nd Street? Sorry…had to throw a Springsteen reference in here.
Any other questions you have?