She may love using butter, but Paula Deen's handling of her racially charged scandal has been anything but smooth.
"I am here to say I am so sorry I was wrong," Deen said in an online apology.
A former employee is suing Deen and her brother for racial discrimination and sexual harassment. The celebrity chef admitted in a deposition that she's used the N-word in the past. Deen also said she considered hiring black waiters for a plantation themed wedding.
"Paula Deen is toast," said Karen Post.
Post is a branding expert, and author of "Brand Turnaround." She says Deen has made a bigger mess for herself, she posted apologies online but skipped a major network interview.
"She's really going to have to come out with a great apology, and put her money where her mouth is," Post said.
After that she says Deen needs to get out of the public eye for a while. She's been dropped by the Food Network and most recently Smithfield Foods axed her as a spokesperson. Some fans though aren't giving up on her, online and in social media support grows.
"I really do not think Paula is a racist person," said William Brown.
"People say things at work all the time like 'I hate my boss I wish he were dead," said Lisa Kettwig.
The Rev. Al Sharpton seems to agree, saying we've all said things we regret, he adds judgment should be reserved until after her current lawsuit.
If ultimately Deen does make a comeback, it'll likely be a slow process.
"Corporations are not going to put their money behind anything that's such a red hot potato," Post said.