How myBurgerLab can rebuild reputation as netizens get fired up over COO's comments

myBurgerLab found itself at the centre of a social media storm after its chief operating officer, Andrew Chong, criticised the Terengganu government’s decision to fine Muslim men for skipping Friday prayers without valid reasons, in a post on X, which drew widespread condemnation.

The local burger chain responded swiftly, terminating Chong’s employment, issuing an apology and announcing mandatory cultural sensitivity training to be completed within 30 days, with annual refreshers. A public feedback channel was also opened, inviting Malaysians to share their views. Chong subsequently apologised on X, calling his comment “thoughtless” and expressing a desire to listen and rebuild trust.

Don't miss: Why Pets Wonderland's IG response leaves public trust unsettled

According to media intelligence firm DATAXET Nama Malaysia, the overall sentiment surrounding the issue was overwhelmingly negative (92%), with netizens condemning myBurgerLab for Chong's comments on Shariah law, perceived as disrespectful to Islam. Calls for boycotts and accusations of insincere damage control dominated, alongside frustration over non-Muslims interfering in Islamic matters.

A small fraction of positive sentiment (3%) praised myBurgerLab’s swift response or supported free speech, but the discourse largely reflected anger, religious sensitivity, and distrust.

Based on the word cloud provided by DATAXET Nama, words such as COO, hurt, Friday and Muslim — all related to the controversy, were widely used across online discourse. The key themes of conversations online mainly centred around calls for boycotts (42%) as netizens used terms such as "boikot" and are even promoting alternatives including buying Ramly burgers from local Muslim vendors instead. There were also doubts around the sacking of Chong (22%) questioning the authenticity of the action. Some comments mentioned that he was still a shareholder, and that it was "wayang je" ("just for show").

Some other themes which cropped up include criticisms of non-Muslims interfering in Islamic matters, 3R sensitivities, racism allegations against Chong, and support for Terengganu's law which Chong had questioned in the X post. 

This episode highlights the fragility of brand reputation in the digital era. In a multi-ethnic, multi-religious society such as Malaysia, personal remarks from C-suite executives, even on private platforms, can quickly escalate into public crises. Experts stress that how brands respond is just as important as the initial misstep, and that rebuilding trust requires a blend of accountability, empathy, and consistent action.

A signal of accountability

When leaders make controversial statements publicly, companies must move quickly to manage fallout. myBurgerLab’s decision to terminate Chong sent a clear signal that cultural sensitivities are taken seriously. While some may see such a move as extreme, it reflects the heightened responsibility C-suite executives carry. As Yan Lim, CEO of iOli Communications said:

Firing may appear extreme but leaders in C-suite roles are held to higher standards because their personal views can be perceived as a reflection of the brand.

At the same time, experts caution that termination alone does not repair trust. Alternatives such as reassignment or temporary suspension, paired with structured training, can also demonstrate accountability. "Companies need to show that they will protect their values and reputation even if it means making tough decisions that can potentially impact someone’s career," Lim added. 

Prevention is better than cure

A recurring theme among communications professionals is the importance of preventative measures. Clear social media guidelines, cultural sensitivity protocols, and media training for executives are essential safeguards.

"Cultural sensitivity training for employees, and media training for senior officers are not optional, but mandatory for every good organisation to foster a professional and positive environment," said Frank Chan, former GM of strategic communications at TM.

"Every good organisation should have very clear policies, procedures and processes that avoid such private statements to be made, not just by its management and employees, but even by their immediate families," Chan added, emphasising the need for proactive, enforced policies.

Such measures also help leaders understand that their words carry weight beyond personal opinion, influencing public perception, employee morale, and overall brand reputation. "When everyone, not just the leaders, understands the responsibility that comes with their role, they are naturally more mindful of what they say and do, both online and offline," Lim added.

In today’s world where public sentiment spreads quickly online, even a single misstep can risk damaging years of trust the company has built.

According to Lim, the best safeguard against controversies as such, would be to build a strong internal culture where leaders are constantly reminded that they represent the brand at all times. Media training is not just about learning how to handle reporters, but also about protecting the brand.

The incident also serves as a reminder that leaders' words carry weight, and preparation is key. "When values, policies and training are in place, brands are better equipped not just to prevent missteps, but to respond credibly and constructively when they happen," said Christina How, director at VoxEureka, adding that: 

This is also a reminder that the line between private and public platforms is increasingly blurred. 

Will myBurgerLab's apology work?

The incident also underscores the power of a well-delivered apology. How explained that: "Moments like this highlight a simple truth: Apologies and decisive steps matter, but the tone and delivery matter just as much. Transparency with empathy reassures both the public and employees that a brand can act with strength while remaining fair."

The three industry players also agreed that an apology must be paired with tangible actions. This includes training, policy reinforcement, and engagement initiatives. "Pairing firm action with empathy and dialogue is what rebuilds credibility over time, and that’s only possible when respect and inclusivity are ingrained in leadership behaviour and company culture," How added.

Meanwhile, Chan said that the former COO's personal apology was a correct step to take. "But it would have been better if he never made the post in the first place. Having said that, it is to his credit that he owned up to the statement, and accepted the consequences of his action," he added. 

Ultimately, how a brand handles missteps is a reflection of its values. Lim said: 

Words must be backed with consistent action to rebuild trust and strengthen relationships with customers.

Lim also added that after apologising sincerely and communicating the issue clearly, the brand could look to take visible, positive actions such as carrying out community engagement, staff retraining, or service improvements. In this case, myBurgerLab has promised to undergo cultural sensitivity training with annual refreshers, and opened up a public feedback form.

The myBurgerLab episode serves as a reminder to brands everywhere: in today’s connected world, digital missteps are rarely private. Sustaining public trust requires foresight, preparation, and a culture that prioritises respect, inclusivity, and accountability, qualities that go far beyond immediate crisis management.

Accelerate your brand’s growth with AI-first strategies, emerging tech and data-driven experiences. Join the industry's leading marketers at Digital Marketing Asia 2025 Malaysia on 30 October to uncover transformative trends, real-world wins and powerful ideas for 2025 and beyond.

Related articles: 
1Fit Malaysia closure: Why marketing without a margin puts brands at risk
Outlasting the gossip: Why Astronomer doesn't need to kiss its reputation goodbye
Crisis comms or copy-paste? Air India draws scrutiny for CEO’s mirrored statement