Jenna Leurquin, owner of JL Patisserie, a multi-location bakery in Arizona, gained significant online attention after posting a TikTok video defending her business against an influencer's claims about ingredient authenticity. The incident, dubbed "pastry gate" by some, escalated after Leurquin declined a collaboration request from TikTok influencer Aurora Griffo, known as @glamoramaaaaa.
Griffo's review, which has since been deleted, criticized a pistachio croissant, stating, "you cannot use fake-a-- ingredients." She also made a comment about the naturalness of the pistachio color. Leurquin, an immigrant from Belgium who opened JL Patisserie in 2018, said the review misrepresented her business and its commitment to artisanal methods, which often involve imported European ingredients.
"It felt the review specifically tried to hurt us because she didn't get what she wanted," Leurquin told Fox News Digital. "And so she was stating facts that were not true about us. And so I just wanted to speak out and demonstrate really who we are and what we do."
Leurquin's response video on TikTok garnered over 73 million views. In it, she addressed the fake ingredient claim by showcasing the pistachio paste made from pure pistachios and imported flour. She explained that her initial communication with Griffo involved the influencer inquiring about a collaboration, which Leurquin declined due to a lack of budget for social media marketing.
Despite this, Griffo visited the bakery. Leurquin recounted attempts to accommodate Griffo, including lowering music volume and offering complimentary drinks, before Griffo began recording her review. Griffo later posted a response video disputing Leurquin's claim that she requested payment, though screenshots appeared to show Griffo asking for her meal and gratuity to be comped and stating she would not publish a review if her experience was poor. Leurquin's account aligned with the screenshots regarding the request for comped food.
This situation highlights a growing trend of conflicts arising from influencer reviews of small businesses. Other reports have surfaced detailing instances where businesses faced similar issues, including influencers requesting substantial sums for reviews or ghosting establishments after being paid for promotions.
Griffo eventually issued an apology on social media, clarifying her comments about the ingredients. "When I tasted the pistachio pastry, I noticed a strong pistachio flavor that reminded me of extract or flavoring so I assumed that's what was used to enhance the taste," she wrote. "Maybe it was added, maybe it wasn't. But I want to be clear they do use real ingredients as well, and I should have been more thoughtful with my wording."
Griffo also apologized for any perception that her review was an act of spite due to the declined collaboration, stating her intention was to provide an honest review as a paying customer. "To the bakery, I’m sincerely sorry for any harm my words may have caused," she added. "I respect the time, effort, and heart that goes into running a small business, and I genuinely wish you nothing but success moving forward."
Leurquin noted that the viral incident resulted in an increase in customers, providing much-needed support after a challenging summer. She believes the conflict may also prompt a broader conversation about influencer transparency and authenticity. Leurquin herself uses TikTok to showcase the labor and behind-the-scenes work involved in running her bakery, aiming to foster greater appreciation for artisanal products among consumers.