What about when Kreation made a weight-loss campaign during COVID-19 to “ flatten the curve?” I thought it was a pretty funny marketing campaign, but in your eyes, should they also be “canceled” for promoting diet culture? I don’t think so. These shops are everywhere in Los Angeles for yogurt and every other health food. The Bigg Chill’s famous vegan cookie dough is something vegans and non-vegans alike enjoy. Moreover, you’re allowed to enjoy foods that are “healthier” even if you don’t follow that lifestyle. Sugar-free froyo may be a choice for you to make, but not the person with diabetes to your right. Not everyone can have regular froyo, though. There’s an underlying assumption in your initial stories that everyone can eat any type of food, and that sugar-free or dairy-free is an option for everyone. Asking the shop to label certain foods as “just for people with celiacs disease” is an impossible business strategy. I went because I wanted to pig out on the froyo (and cop a cute Instagram pic, if I’m being honest).īut there are people who really need those “triggering” dessert options. But I didn’t go because I wanted “healthy” or “guilt-free” yogurt. Yes, there’s a lot of “guilt-free” labeling going on. I’ve been there a few times and only had great experiences. And it isn’t a crime to cater to those needs either. I’m not saying that you needed to know that before going to the Bigg Chill, but it is no secret that they cater to different dietary needs. But you made the choice to go to the Bigg Chill, a popular shop that is generally known for its many dietary options. In your Instagram story, you said that frozen yogurt is a food you have particularly struggled with. What I can say is that it’s a personal responsibility to avoid triggers, not the world’s. I cannot tell you what to feel triggered or not triggered about. You told the Bigg Chill to “do better.” Well, I challenge you, a self-proclaimed activist, to take your own advice. But there was no question that what you said would make an impact on that shop. When I post something for my 1000 Instagram followers, there’s a minuscule (but still existent) chance that what I say could go viral and have a real impact. Furthermore, you kept the stories up for the entire 24 hours even after receiving backlash. You attacked a small business for your 102 million Instagram followers because it made you feel triggered. However, as a celebrity, you have a special responsibility. I’ve sent texts that I can never take back.
I’ve posted Instagram and Snapchat stories that I take down five minutes later. We’ve all posted things in the heat of the moment that we regret. However, your attack on The Bigg Chill was uncalled for and unproductive. And I understand that LA is a city where diet culture is real. I know how hard it can be to go out for food with people, especially dessert. Second, I’ve struggled with my own disordered eating habits, body dysmorphia and overexercising in the past. For some reason, tearing down this independent shop and its workers who have been nothing but nice to me feels personal. No business deserves public criticism for such absurd reasons, but especially not a small business that just took a hit with a pandemic. It’s run by a mother and daughter, Cary Russell and Diane Dinow, who opened up the Westwood shop in 1990. The women-owned business has been around for 36 years and has faced the twists and turns of COVID-19 and dining restrictions. It’s a landmark that tourists and locals alike love for its iconic sign and Instagrammable cookie dough (and impossible parking). There are two overarching reasons why I feel compelled to write this.įirst, I’m a native Angelena, and I can say that The Bigg Chill isn’t some froyo chain. What in the world could the beloved Los Angeles frozen yogurt stop have done? And then I saw your stories calling out the shop for somehow promoting diet culture and later watched your Instagram live “ apology.” When I opened Instagram and saw posts saying “I stand with The Bigg Chill,” I thought it was a joke.
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