San Francisco’s trendy smashburger chain Hamburger Project has closed one of its locations after weeks of controversy tied to a viral food safety incident that sparked backlash online and renewed scrutiny of the restaurant group.
The Mission District location on Guerrero Street officially shut down April 19, less than a year after opening. Owners said the restaurant struggled to gain traction, but the closure came shortly after a Reddit photo showing raw ground beef and mayonnaise sitting outside the restaurant during a March heat wave spread across social media.
Photo sparks online backlash
The image quickly went viral, with many commenters questioning the restaurant’s food handling practices. According to co-owner Tan Truong, a delivery driver left the products outside because no staff members were present to receive the shipment. The restaurant later stated on Instagram that the meat and mayonnaise were immediately discarded and never served to customers.
Even with the explanation, the incident damaged the restaurant’s reputation. Online discussion exploded across Reddit and local food forums, with some customers saying they would never return after seeing the photo. Others argued the controversy alone did not cause the closure, pointing instead to weak foot traffic, high rents, and the notoriously difficult restaurant location.
Previous drama added pressure
The burger chain had already faced earlier controversy involving chef Geoffrey Lee, who stepped back from the company in 2025 following public backlash connected to disputes with a local food influencer regarding a review of the restaurant in late 2024.
Despite the Mission District shutdown, Hamburger Project’s original Divisadero location remains open. Still, the sudden closure highlights how quickly viral moments and online criticism can impact restaurants already operating on thin margins in California’s competitive dining scene.
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