Ouch! A marketing department stuff up spins out of control at Grill'd, a health burger chain previously loved for its funky and friendly image.
You can see it unravel in real time on the Grill'd blog and Facebook page.
It shows what happens when a voucher, in this case one destined for Uni Times Magazine (for Victorian University Students) doesn’t detail the exact terms and conditions of the offer.
In a massive stuff up the voucher was also made available on the magazine's website and the promotion turned from a happy promotion into crisis mode when online vouchers were refused by Grill'd.
It's an innocent but stupid mistake, magnified because of the way Grill'd, a profitably food chain, handled the hungry students who can't but help by necessity but jump at free food.
Sadly, it's a no win situation and a tricky one to squirm out of without losing either face or money, probably both.
As one commenter says: "I am appalled that Grilld would stoop this low. Why was it not written on the actual voucher? Why did you bother making an official pdf version of it if you wouldn't honour it? This isn't something I would expect from your store. I will know longer be purchasing anything from your store again. You have lost a loyal customer."
It's a salutary lesson in people power on the internet. And a reminder to check the small print says everything it should.