Sandwich making, like football, is a game of inches.

Subway, for example, prides itself on affordable foot-long sandwiches. Who can forget its earworm of a jingle: “five dollar, five dollar foot longs”?

So, when a customer in Australia on Wednesday measured his sub sandwich and learned—gasp—it’s only 11 inches, he posted a picture of the stunted sandwich to the company’s Facebook page with the comment: “subway pls respond.”

The company waited a day to respond, as the post garnered more than a hundred thousand “likes” in a matter of hours. Soon other jilted customers began sharing similar pics.

Subway issued a statement to The Huffington Post, calling the matter an isolated incident. 

“We have seen the photo you referenced of a Subway sandwich that looks like it doesn’t meet our standards. We always strive for our customers to have the most positive experience possible, and we believe this was an isolated case in which the bread preparation procedures were unfortunately not followed.”

As Gawker pointed out, Subway usually responds to most grievances on its Facebook page, yet it dragged its feet on this one.