How Did Mario Batali's Apology to Fans Go So Very Wrong?


Mario Batali used his newsletter to issue an apology to his fans following an Eater exposé revealing sexual misconduct allegations against the celebrity chef. That would've been a reasonable plan... if Batali hadn't topped off the December 15 email blast with a plug for one of his own holiday recipes. In case you missed it: Batali's apology included a cinnamon rolls recipe, and yes, it raised more than a few eyebrows.

The message was shared widely on social media by way of screenshots by its recipients. Here's what it said:

"As many of you know, this week there has been some news coverage about some of my past behavior.

"I have made many mistakes and I am so very sorry that I have disappointed my friends, my family, my fans, and my team. My behavior was wrong and there are no excuses. I take full responsibility.

Sharing the joys of Italian food, tradition and hospitality with all of you each week is an honor and a privilege. Without the support of all of you — my fans — I would never have a forum in which to expound on this.

I will work every day to regain your respect and trust."

Perhaps — as seems so obvious now — Batali's apology would've been better received if he'd just ended it there. All traces of him had already vanished at Eataly and ABC had already officially fired him from his post as co-host of The Chew. So it might have been a chance to humbly begin work toward healing.  

But then things got worse instead of better. Because (cringe) he included his recipe for "fan-favorite" pizza dough cinnamon rolls at the end. 

"In case you're searching for a holiday-inspired breakfast, these Pizza Dough Cinnamon Rolls are a fan favorite," he actually wrote as a P.S. and even included a link to "get the recipe."

It was almost the kind of fully contrite message fans craved... until it wasn't.

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