The director of Drakes Supermarkets has publicly condemned online trolls after a junior employee was subjected to racially abusive comments on social media.
The incident began with what was intended to be a simple Facebook post promoting a competition. However, the post was quickly overrun by individuals posting racist remarks and offensive memes aimed at a young staff member featured in the image.
In response, Drakes director John-Paul Drake took to Instagram to issue a strong statement denouncing the abuse. His message was direct and unapologetic, clearly expressing that there is zero tolerance for racism or online bullying within the company. He used the opportunity to speak not just to the trolls, but to his broader customer base, employees, and the wider community.
Drake reaffirmed that the supermarket group is built around community values, and respect for all individuals is at the heart of its operations. He made it clear that anyone unwilling to treat others with dignity is welcome to shop elsewhere. His message left no room for ambiguity — abusive behaviour will not be tolerated either in-store or online.
The racist remarks were targeted and deliberate, and while the perpetrators hid behind anonymous online accounts, the impact on the young team member was very real. Drake highlighted the fact that digital abuse has tangible effects, regardless of whether the people responsible reveal their identities.
Rather than ignore the issue or quietly delete the post, the supermarket leader chose to publicly address the situation. He explained that his intent was to make Drakes’ position absolutely clear and to support the affected team member while also setting a standard for acceptable behaviour. His decision to take a firm stand was welcomed by many, who praised the leadership for confronting the issue rather than staying silent.
According to Drake, his team should never be expected to endure this type of treatment. Instead, they should feel empowered to speak out, confident that their employer stands firmly behind them. He made a point of contacting the affected staff member directly to offer support and reassurance. Despite the abuse, the young employee chose to keep the original post live and expressed interest in continuing to be involved in future marketing campaigns.
Describing the young worker as one of the company’s “rising stars,” Drake expressed confidence in his potential and even joked that he might have a modelling contract ahead of him. The employee’s attitude was praised for being resilient, positive, and unshaken by the negative comments.
The post and Drake’s response generated widespread public support. Many customers and members of the community applauded the supermarket for standing up for its staff and taking a clear moral stance. Supportive comments flooded in, commending the supermarket’s leadership and the employee’s composure.
This incident underscores the growing expectation for businesses to take an active role in confronting racism and protecting their employees, particularly in the digital space. As social media becomes a more common touchpoint between brands and consumers, companies are increasingly being held accountable for what happens on their platforms.
Drake’s decisive reaction serves as a reminder that leadership is not only about business performance — it’s also about values. In this case, those values included inclusion, respect, and standing up for what’s right. His refusal to remain silent in the face of hate sent a strong message, not just to the trolls, but to every customer and colleague connected to the brand.
By choosing to address the issue openly and with integrity, Drakes Supermarkets positioned itself not only as a place that values its team but as a business that takes its social responsibility seriously.
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