Eat24 Breaks Up With Facebook

Eat24 broke up with Facebook (NASDAQ:FB) in a blog post denouncing the social media giant’s advertising practices. Based on Facebook’s response and Eat24’s Twitter feed, it’s likely more than just an April Fools’ Day joke. Eat24 blog Bacon Sriracha Unicorn Diaries’ latest post is an open letter to Facebook, explaining that since Facebook’s changes to its algorithms, they are reaching fewer people.

Even when the company paid for service, the target audience still didn’t get the message, although it did get likes from beyond its region. “When we first met, you made us feel special. We’d tell you a super funny joke about Sriracha and you’d tell all our friends and then everyone would laugh together. But now? Now you want us to give you money if we want to talk to our friends. Now when we show you a photo of a taco wrapped with bacon, you’re all like ‘PROMOTE THIS POST! GET MORE FRIENDS!’ instead of just liking us for who we are. That’s hella messed up,” the blog post reads.

Eat24 said that it would remove its Facebook page as of 11:59 Eastern Monday night, putting the site offline as of the first day of April. Communications via the company’s official Twitter account say the split is real, but the gif, meme, and photo-laden open letter takes a light-hearted approach to ditching the social media giant. Facebook buttons currently on the site lead to back to the blog post. The Facebook button on the blog leads back to Facebook itself.

Facebook has made its opinion of the split known in a reply to the post in the comments section. Facebook’s director of communications, Brandon McCormick, posted the company’s response.

“Hey Eat24, this is Brandon over at Facebook. I was bummed to read your letter. The world is so much more complicated than when we first met — it has changed. And we used to love your jokes about tacquitos and 420 but now they don’t seem so funny,” he wrote. ”There is some serious stuff happening in the world and one of my best friends just had a baby and another one just took the best photo of his homemade cupcakes and what we have come to realize is people care about those things more than sushi porn (but if we are in the mood for it, we know where to find it Eat24!). So we are sorry that we have to part this way because we think we could still be friends – really we do. But we totally respect you if you need some space.”

Many fans and commenters are both praising and criticizing Eat24 for its decision to ditch Facebook. In the same comments section where McCormick’s post appeared, a few even called out the Facebook reply.

“Wow, remember that time someone from Facebook tried to be funny in the comments and ended up coming off as arrogant and condescending? That was something,” wrote user Jenny Mackintosh. Mashable reported that Eat24 ended its run on Facebook with approximately 71,000 “likes.” The company’s official Twitter feed has about 35,000 followers.

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