It was a hot, spicy mess for Burrito Bros. Taco Co. owner Randy Akerson realized he'd be giving burritos away for free all week.
Akerson, 57, was involved in a promotion gone wrong, he said, when a marketing firm ran an advertisement in Monday's Alligator claiming that the restaurant, located at 1402 W. University Ave., would be giving away burritos to anyone with a student ID.
When his wife brought home the newspaper that night and showed him the ad, he had only one response.
"I'm so screwed," he said.
The ad was placed by an employee at Elite Marketing Group Inc. in New York.
Akerson said he was asked to be part of a promotion about a month ago but never agreed to a weeklong burrito giveaway. What he did agree to was a credit card promotion. Anyone who showed a student ID and registered for a Citibank credit card would get a free burrito.
Instead, the ad made no mention of Citibank or any requirements to get a free burrito except a student ID.
"Someone could come with a 1963 Yale University ID card, and I'd have to give them a free burrito according to the ad," he said.
Despite the financial ramifications of feeding hundreds of people for free, Akerson decided to keep the promotion's promise.
"I've had 32 years of honesty in this business, and I am not going to be involved in a con," he said. "I'd hang myself before I didn't honor that ad."
As a result, hundreds of customers lined up to take advantage of the promotion. Akerson estimated the restaurant had at least twice the volume of business Tuesday and Wednesday than on a regular weekday.
Akerson said the marketing firm told him it fired the employee responsible for the mix-up.
The company will also pay for all the burritos given away during the promotional period, he said.
Elite Marketing Group Inc. could not be reached for comment.
Akerson said he will just be glad when the hectic week is over.
"On Friday, you'll see me weeping," he said.
