Exclusive: How a viral post helped and hurt new Philly chicken shop Tallow
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Philly-based fast-food shop Tallow's fried chicken sandwich, left, and chipotle maple tenders. Photos: Courtesy of Abed "Abe" Ibrahim
Abed "Abe" Ibrahim was finding it hard to make a name for his tallow-fried chicken joint in Philly, so he took to social media.
Why it matters: In addition to attracting business, he found himself beating back a viral tidal wave of misinformation about his takeout spot and politics.
State of play: Ibrahim hasn't seen the traction he expected since opening Tallow seven months ago inside a ShopRite grocery store in Southwest Philly.
- His shop deep-fries made-from-scratch chicken sandwiches and wings in Lancaster-sourced beef tallow instead of oil — part of a personal quest to give people healthier fast-food options.
- During a recent lull in orders, the 28-year-old posted on X about his entrepreneurial struggles — part call for support, part candid reflection.
- "Maybe our food isn't good," he wrote. "I've poured every penny I have into this. … I want to see this work. I hate what has happened to the food fast industry, and I'm trying to fix it."
The intrigue: The post quickly drew 14 million views and thousands of comments, many offering donations and advice on how to improve the shop.
Yes, but: That swell of support was short-lived. Rumors followed — another challenge for his shop.
- Because Ibrahim uses tallow and organic cane sugar, some commenters accused him of being part of a right-wing food fad touted by "Make America Healthy Again" influencers.
- Ibrahim says his endorsement of natural foods has nothing to do with MAHA and everything to do with a weight-loss journey. He says he lost more than 70 pounds when he switched over.
He says some commenters falsely claimed he was running a Bitcoin scam because he was asked to share his handle for donations. Others set their sights on the grocer he operates out of.
- So Ibrahim took the post down.
What they're saying: "I have so many people who constantly say, 'Hey, just go find a job. You tried. That's what matters,'" Ibrahim, who is now about $30,000 in debt, tells Axios.
- But his wife and father — who owns a restaurant in his hometown of Carbondale, Illinois — encourage him to keep going. So he's using those donations to do just that.
- Ibrahim can't afford to do deliveries yet, but he gives out his personal cell to repeat customers if they want to place pickup orders.
- "I see Tallow as my life's mission," he says.
If you go: Tallow is inside the ShopRite at the Penrose Plaza Shopping Center at 2900 Island Ave., Suite 2946.