A London restaurant owner found himself at the center of controversy when customers accused his establishment of “guilt-tripping” them for ordering tap water instead of pricier beverages. The incident occurred at Köd, a Danish steakhouse located in northeast London, where Jane Breeds and her boyfriend dined on Sunday, November 12, to enjoy an all-you-can-eat roast dinner priced at £30 per person.
Upon perusing the menu, Jane and her partner were taken aback by a message that read, “Yes, you can have just tap water… but please remember – we’re running a restaurant, not a charity – wink, wink, we need to make money.” The note continued, “You know who is running a charity, though? Red Cross is! If you want to have just tap water, we encourage you to donate £1 to Red Cross. Everybody wins.”
Jane, a 27-year-old civil servant, shared her displeasure on social media, describing the request for a donation as “guilt-tripping” and “cheeky,” especially since they had already spent £60 at the upscale establishment. She and her partner opted for tap water instead of ordering drinks as a response to the message.
In a Twitter exchange, restaurant owner Morten Ortwed defended the message, explaining that Köd offers a Sunday-exclusive all-you-can-eat roast deal for £30 and that they cannot sustain such an offer if everyone only orders tap water. He emphasized that they are not forcing customers to buy drinks or donate but consider it a nice gesture.
Morten, a Red Cross ambassador, further clarified that the donation request is meant to be humorous and a way to encourage drink orders. He acknowledged that Danish humor might not resonate the same way in the UK and promised to consider feedback but noted that Jane was the first to express a negative opinion.
Despite the menu controversy, Jane was quick to praise the restaurant’s service, even though she only ordered tap water, and recommended Köd to others.
While some online comments supported Jane’s stance, others found humor in the situation. One user humorously questioned whether a restaurant could turn a profit by selling water, while another joked about switching from wine to tap water.
Köd’s message highlights the challenges that restaurants face in balancing customer satisfaction, business sustainability, and charitable initiatives. While some patrons may appreciate the opportunity to support a cause, others may perceive such requests as an unwelcome imposition during their dining experience.
It’s worth noting that cultural differences in humor and expectations can play a significant role in how such messages are received. As Köd continues to operate in the UK, they may need to fine-tune their messaging to align better with the local culture.
Overall, the incident sparked a lively debate about the role of restaurants in encouraging donations and the boundaries of humor in business communication. It serves as a reminder of the complexities that businesses, especially those in the hospitality industry, navigate when attempting to strike a balance between profitability and social responsibility.