A well-known barbecue restaurant chain in China has sparked widespread discussion on social media after launching an unusual refund campaign that returned half the cost of meals to tens of thousands of customers, despite no formal complaints being made.
The initiative was rolled out in early May by Very Long Ago Lamb Skewers, a brand with 142 directly operated outlets nationwide, which contacted diners who had eaten at 48,000 tables across 24 restaurants during February.
Customers were offered a 50 per cent refund on mutton kebabs after the company discovered that the meat had not been grilled properly due to newly installed equipment that failed to regulate temperature effectively.
According to reports, the total cost of the refund exercise reached around 1.1 million yuan (approximately US$162,000), a move that has been widely interpreted as both a quality-control gesture and a marketing strategy.
The decision has triggered mixed reactions online, with some praising the company for its transparency and customer-first approach, while others viewed it as a publicity-driven stunt designed to strengthen its brand image.
Industry observers noted that the refund exercise reflects a broader trend among major Chinese food and retail brands that compete heavily on service experience, where customer satisfaction and emotional engagement are treated as key business assets.
The barbecue chain is already known for its unusually generous policies, including allowing diners to receive refunds simply if they find dishes unsatisfactory, as well as offering compensation for long waiting times.
Such service-driven practices have earned the brand comparisons to leading hospitality giants in China, with many social media users joking that it almost encourages complaints due to its highly flexible refund culture.
Other well-known companies in China, including major hotpot and retail brands, have also adopted similarly customer-focused approaches, offering a wide range of complimentary services and satisfaction guarantees.
The trend has fuelled debate among consumers, with some saying they are willing to pay higher prices for better service, while others argue that businesses are increasingly using “customer feelings” as part of their competitive strategy in a crowded market.
