Crush Crushed by Email Glitch

It started innocently enough with a note from Nicole Wilson, wife of Jason, chef of Crush.

One of our greatest celebrations yet and a landmark [5th] birthday for us and any
restaurant, we are proud to announce a culinary star studded lineup and
inspired dinner to showcase the growth and achievements over the years.

Celebrity chefs, 48 spots, $255 + wine. The first response from Jay Soloff of DeLille Cellars: "I'll donate the wine in exchange for two seats." The second response from Julien Perry, KOMO restaurant reviewer and occasional blogger for Seattle Weekly's Voracious.

And while you're at it, would you consider trading two radio spots (or blog posts, your choice) for 2 seats at the dinner? That'd be awesome. Thanks!

Awesome doesn't describe the shitstorm that followed, with one reply after another generating a blizzard of new mails, listserv gone amok. Clueless, furious rants cursing Crush. Hundreds upon hundreds, prompting ever more outraged responses. Finally after about 12 hours, a door in Madison Park cracked open and Jonny Brodie, the Crush maitre d', stepped out to offer apologies.

A setting malfunction with our newsletter email account was at fault. I understand this has upset many of you and caused a major headache to us all, I cannot express the grief CRUSH has endured this morning.

So we go back to work a little wiser in the ways of email (use a mailing service!) and of bartering for online attention (beware of what you read on Voracious or hear on KOMO!).

Contact the author of this article or email tips@seattlest.com with further questions, comments or tips.

By Ronald in Food on January 18, 2010 3:00 PM

Comments [rss]

ronaldholden

I am pleased to hear that you accept Julien's explanation. This entire episode need not have happened, as we know, if Crush had used common sense and send its invite using a professional email program.

In my view, Jay Soloff's offer (to trade high-end wine for tickets to a high-end dinner) was hardly unreasonable. But, having seen Jay's email, it was careless of Ms. Perry to respond, knowing that her mail would also be seen by everyone on the list.

Careless, but should not be seen as a capital offense.

Mike Seely

Sorry, I meant "misinterpreted." And Bethany actually makes note of the intended sarcasm in a pair of updates to her post.

Mike Seely

I spoke with Julien, and from her side of the story as well as the Crush owner's, it's very clear that her email was sent sarcastically. It was in response to a wine rep who asked if he could trade some wine for a couple comps. Julien thought that was ridiculous, and responded in-kind. No story here, other than a reminder that email is easily the most interpreted medium when attempting to convey anything other than absolute sincerity.

ronaldholden

There were at least three "helpful" sets of instruction re how to opt out of the list. Trouble was, no one read them!

James

All I know is, I woke up with 57 e-mails and kept receiving them throughout the morning. One of the very few disadvantages of the Blackberry.

ronaldholden

Normally, even Jay's offer wouldn't raise eyebrows. He's offering deLille Cellars wine as a trade for dinner tickets, a perfectly legitimate quid pro quo. And a generous one, seems to me. (This sort of thing happens all the time, and everyone involved knows the mechanics of covering your tracks for the Liquor Board.)

But Jason Wilson screwed up: all the repsonses to the original email were seen by all the recipients! So Soloff's private offer was suddenly VERY public. As was Julien Perry's (supposedly) private follow-up offer.

Had Crush been using Constant Contact, say, none of this would have happened...and Seattlest readers would know nothing of all the intrigues, real or imagined, in earnest or in jest.