Best served cold! Fast-food boss gets ultimate revenge on food critics... by naming his new BURGERS after them

A restaurant owner has gotten revenge on food critics by naming various burgers after them on his menu. 

Joseph Smith, who owns Smokin' Joe's in Guisborough, North Yorkshire, introduced the 'unique' marketing technique in retaliation to negative reviews he received. 

The 33-year-old says he is targeting trolls who he doesn't believe have really visited and claims the majority of customers like their marketing strategy.

The owner recently named the weekly burger specials 'The Dustin' and 'The Michael' after two people allegedly trolled his business online.

The restaurant showcased a food eating challenge on Friday but was s inundated with comments from people claiming it was 'impossible' and a 'waste of food'.

The venue ended up arguing with commenters as it defended the challenge and claimed the remains were offered to the customers. It also allegedly mocked others and questioned their 'IQ'.

Dustin, whose name was used for one of the burgers after the online spat, branded the company's behaviour unprofessional and said it was a disagreement about potential food waste that shouldn't have got so out of hand.

The restaurant routinely hits back at negative Google reviews, disputing their criticisms or simply mocking them and urging them to 'stick to McDonald's'.

Mr Smith, from Guisborough in North Yorkshire said: 'I really want to emphasise that we have named these burgers after trolls. They are just internet entities and not real customers that have ever attended the restaurant.

'This is a very important point to make because I would not want to alienate a customer who had a legitimate complaint.

'I have never been someone who takes things lying down so some of these comments [about our food challenges] I began to reply to, trying to be a bit humorous and tongue and cheek with us.

'I know our customer base do like this and we do have a bit of an attitude at the right time. We will always fiercely defend ourselves and promote ourselves.

'It is just a little way for us to take back control over the situation. Even though I am strong minded, it doesn't mean some of the comments don't affect me. I have feelings. I'm human.'

Mr Smith, who is also the eatery's social media manager, said he named the first burger after 'Dustin' because he allegedly trolled Smokin' Joe's Facebook posts.

However, Dustin claimed he was simply pointing out that he didn't like the idea of wasted food.

Dustin wrote: 'Any dive that strives to have food challenges needs all the assistance it can get' - prompting Mr Smith to reply: 'Tag your mum, this is probably your greatest achievement'.

Dustin replied to say his mum had died and the restaurant sarcastically responded 'at least you made her proud'.

Dustin, admitted he has not been to the restaurant but felt compelled to comment on the eating challenge.

He said: 'My actions were not great. [But it is] not enjoyable having a guy create a mob mentality of people against me though.

'If I'm a troll what does that make him? Yes, I was aggressive. As aggressive as he was? 100 per cent. I have not been to their restaurant. I definitely wouldn't go now.

'My initial comment regarded the amount of food they waste. I haven't been trolling their website. I removed all my comments as I felt it was all very stupid, and I felt immature about being a part of it.

'I worked in restaurants for 18 years. Never once did a scathing remark on our social media page challenge us to stoop to this level.

'He claims I threatened and abused people. I can't say that's true. He is defending his business. Just in a really terrible way.'

Mr Smith said he then named the second burger after 'Michael' as he also allegedly trolled the restaurant's eating challenge posts.

Mr Smith said: '[The abuse] definitely heightens more when we start commenting on posts and fight back and we almost invite it.

'But I try to use this momentum to turn a negative into a positive and try to take the power away from the people sending these comments.

'What I try to do is try to flip it round and [in this instance] name a burger after you and try and make money off you essentially.'

After becoming frustrated by the dispute, Mr Smith announced on Facebook on Monday that they would be naming a 'burger special' once a week after one of their 'top fans' and appealed for ideas of what would go in them.

'This is the first time we have done the burger specials but going forward this is the plan. I don't want to invite too many trolls,' he said. 

On Tuesday he named Dustin and Michael as the first two burgers and said they would be available from that evening.

Mr Smith, who is also the eatery's social media manager said that the eating challenges were 'not impossible' and the company had a 'professional food eater' visit from America who was able to complete it. 

He also added that those who cannot finish the challenge can take the food home with them, to limit food waste. 

The way the restaurant has handled the backlash has divided opinion amongst customers, as some praised their actions and said they were eager to come in and try the food.

However one said: 'Why would any business behave like this? Irrelevant of what has or hasn't happened, slanging matches on social media is really unprofessional.

'It does a businessman zero favours. It's like watching 13-year-olds arguing. Not the best move really.'

Michael declined to comment.