A Kyoto, Japan, ramen shop has been in the middle of a controversy after its owner posted a reward for information leading to the identification of two customers who posted a negative review. TOYOJIRO, which is famous for its well-rated Jiro-style ramen, was criticized when its owner used Instagram to vent publicly about the negative feedback.

The drama began following the owner posting a now-deleted Instagram post that included a picture of the two customers, together with a financial reward to anyone who could make them identifiable. As per the reports, he even made a threatening statement, claiming, “I saw your post, and you seem a bit weird. We try not to treat people like you as customers, so it’s fine. But you should probably avoid eating out. Someday, someone like you will get screwed. I don’t care—just come directly, and I’ll deal with you.”

The incident further grew when the restaurant put up an Instagram Story that promised 100,000 yen (about $662) per reviewer to anyone who could find them. The post indicated that the reviewers would only be left alone if they came back, dined at the restaurant once more, and posted a good review. “The only thing he can do is come back, eat again, and write a good review with a photo. I told him I won’t forgive him otherwise—not even for the safety of his family. If he does that, he’ll be killed right away. This kid is so scared,” the owner reportedly wrote.

As the post went viral, it drew widespread criticism, with many condemning the approach to handling online criticism. Facing a huge backlash, the owner eventually took back his statements and acknowledged his mistake. In a follow-up post, he wrote, “I know there are pros and cons. For an act that went too far, I’m reflecting on this. I’m looking forward to reflecting and moving forward. Thank you.”

The restaurant also released an official apology, distancing itself from the scandal. In another deleted Instagram post, TOYOJIRO said,“Our restaurant, which achieved champion status on Japan’s largest ramen site, Ramen Database, just one month after opening, deeply regrets the recent incident we have caused. This incident has resulted in a shameful outcome for us. We are committed to transforming ourselves and becoming a ramen restaurant that is truly supported by customers from around the world.”

The incident has set off a controversy over the way that firms ought to handle negative comments during the digital era. Although customer feedback can influence a restaurant's image, most think that the confrontational manner employed by TOYOJIRO's owner broke professional rules. 

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