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Jensen’s Bøfhus lost millions due to negative Facebook campaign

Lucie Rychla
June 18th, 2015


This article is more than 9 years old.

Social media showed its power, and it was a painful lesson for the Danish steakhouse chain

Jensen’s Bøfhus is a Danish steakhouse chain with 33 restaurants across Denmark (photo: Pixabay)

Jensen’s Bøfhus tripled its losses and came out of 2014 almost 30 million kroner in the red, Berlingske reports.

Last year, the Danish steakhouse chain experienced a sales decline of almost 7 percent, for which it blamed negative social media attention.

Conflict about exclusive rights to be called Jensen
In September 2014, it became involved in a legal conflict with a fish restaurant from north Jutland.

After the company defended its right to exclusively use Denmark’s most common surname in connection with restaurant operations at the Supreme Court, the small fish restaurant could no longer call itself Jensens Fiskehus.

READ MORE: Social media opposition against Jensens Bøfhus gathering pace

Social media storm
A few days later, a social media storm broke out, with fans of Jensens Fiskehus showing their support and donating money to the small fish restaurateur.

The Facebook page ‘Boycott Jensen’s Bøfhus’ got over 100,000 likes and possibly contributed to the significant losses the chain experienced last year.

In 2013, Jensen’s Bøfhus recorded a loss of around 10 million kroner, and in the three previous years, it made stable profits of about 6 million.


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A survey carried out by Megafon for TV2 has found that 71 percent of parents have handed over children to daycare in spite of them being sick.

Moreover, 21 percent of those surveyed admitted to medicating their kids with paracetamol, such as Panodil, before sending them to school.

The FOLA parents’ organisation is shocked by the findings.

“I think it is absolutely crazy. It simply cannot be that a child goes to school sick and plays with lots of other children. Then we are faced with the fact that they will infect the whole institution,” said FOLA chair Signe Nielsen.

Pill pushers
At the Børnehuset daycare institution in Silkeborg a meeting was called where parents were implored not to bring their sick children to school.

At Børnehuset there are fears that parents prefer to pack their kids off with a pill without informing teachers.

“We occasionally have children who that they have had a pill for breakfast,” said headteacher Susanne Bødker. “You might think that it is a Panodil more than a vitamin pill, if it is a child who has just been sick, for example.”

Parents sick and tired
Parents, when confronted, often cite pressure at work as a reason for not being able to stay at home with their children.

Many declare that they simply cannot take another day off, as they are afraid of being fired.

Allan Randrup Thomsen, a professor of virology at KU, has heavily criticised the parents’ actions, describing the current situation as a “vicious circle”.

“It promotes the spread of viruses, and it adds momentum to a cycle where parents are pressured by high levels of sick-leave. If they then choose to send the children to daycare while they are still recovering, they keep the epidemic going in daycares, and this in turn puts a greater burden on the parents.”