A video circulating on social media has sparked widespread criticism after a cleaner was allegedly seen using a broom to sweep bread display shelves at a BreadTalk outlet in Eastpoint Mall. The incident, shared in the “Complaint Singapore” Facebook group on Feb. 9, has raised serious hygiene concerns among members of the public, with many questioning food safety standards at one of Singapore’s most recognisable bakery chains.
According to the original post, the incident took place at around 12.15am, when a cleaner was observed using what appeared to be a floor broom to clean the shelves where bread products are displayed. The post described the act as “super unhygienic and disgusting”, prompting an immediate wave of reactions from netizens. Several commenters expressed shock, saying they would reconsider purchasing bread from BreadTalk outlets.
While the video itself has not been independently verified, the optics of the situation alone were enough to alarm many consumers. In Singapore, where food hygiene standards are taken seriously and closely regulated by authorities, such images can quickly erode public trust, particularly for established food and beverage brands.
Public Reaction and Calls for Accountability
The comments section quickly filled with heated debate. Some users attempted to give the outlet the benefit of the doubt, suggesting that the broom might have been reserved exclusively for cleaning display shelves and not used on the floor. Others rejected this explanation outright, arguing that a broom — regardless of its intended purpose — is inappropriate for food-contact surfaces.
Many pointed out that proper cleaning protocols in food establishments typically involve the use of clean cloths, disposable wipes or sanitised tools, not sweeping equipment. Several commenters also questioned how such a broom would be stored, noting that even a “dedicated” broom could easily come into contact with the floor and other contaminated surfaces.
The incident also triggered broader discussions about outsourced cleaning staff, training standards and supervision within retail food outlets. Some commenters criticised what they perceived as inadequate hygiene training, while others warned against making assumptions about workers without knowing the full context.
Response from BreadTalk and Authorities
The post author later stated that a complaint had already been emailed to the Singapore Food Agency (SFA), signalling that the matter could attract regulatory attention. Under Singapore’s food safety regulations, food retailers are required to adhere to strict cleanliness standards, and breaches can result in warnings, fines or more severe enforcement action depending on the severity of the offence.
BreadTalk Singapore responded publicly in the comments, thanking the complainant for raising the issue and indicating that the matter was being looked into. However, the response did little to stem criticism, with some netizens calling for boycotts and others demanding clearer explanations and corrective measures.
Impact on Brand Trust and Food Safety Expectations
For a listed company with a strong presence across Singapore, reputational damage can spread rapidly when hygiene concerns go viral online. Even isolated incidents, if not addressed decisively, can undermine consumer confidence, especially in a highly competitive food and beverage market.
The episode serves as a reminder of how critical visible hygiene practices are to public perception. In an era where smartphones and social media amplify everyday moments, food retailers are under constant scrutiny. Consumers are now expecting not just compliance with food safety regulations, but also practices that clearly appear clean, professional and reassuring.
As discussions continue online, many Singaporeans will be watching closely to see how BreadTalk responds — not just with statements, but with concrete actions to restore trust and demonstrate its commitment to food hygiene standards.