Any publicity is good publicity. A restaurant in Chiang Mai, Thailand, has taken this mantra to its heart. Their marketing team heard about it and ran with it.
In a bizarre case of marketing practices, a restaurant, Chiang Mai Breakfast World, in Thailand is offering discounts to its patrons based on how slim they are. As expected, the restaurant caught fire for its policy.
To avail of this discount, patrons and customers must pass through body width gaps. This structure is erected at the entrance of the restaurant and gets progressively smaller. Based on which gap they pass through, they get up to 20% discount on their total bill.
This discount is called a “skinny discount,” as per Tyla.
As expected, the marketing strategy worked, and it went viral. However, it also instigated the conversation around inclusivity, body image, and the morality of marketing strategies. This is an unethical way of promotion and can give way to bullying and self-deprecation.
This restaurant in Thailand gives you discount if you’re skinny and has a unique system to check.
[📹 amonthego15]pic.twitter.com/wucvfBNZcV
— Massimo (@Rainmaker1973) April 7, 2025
According to the promotional activity, customers pass through different gaps. Based on the width of the gap, a discount is offered. The distribution of discount is given below:
Full Price: A customer pays full price if they can only fit through the biggest gap.
5 % Discount: Fitting through a somewhat smaller second gap results in a 5% discount.
10 % Discount: A 10% discount is obtained by navigating a notably smaller area.
15% Discount: Needs to squeeze into an even smaller spot.
20% Discount: Only available to the “skinniest” or those who can squeeze through the smallest aperture.
The gimmick has been designed to attract interested audiences who want to test their size and luck in exchange for a discount.
And the marketing strategy paid off. Social media took the bait and ran with it. Videos of customers trying the gaps have gone viral. However, not everyone found it funny, and viewers’ reactions have been very diverse.
🚨 “SKINNY DISCOUNT” RESTAURANT SPARKS OUTRAGE
A Thai restaurant is under fire for offering up to 20% off meals — if customers can squeeze through size-restricted spaces. pic.twitter.com/ickOxiKnSj
— Irrelevant News (@IrrelevantFeed) April 7, 2025
The negative responses were prompt and incisive. The challenge is criticized for being discriminatory and fat-shaming. Users also pointed out that it can be harmful to people who are dealing with eating disorders or body image issues. “This is not only insensitive but dangerous,” one user said. People also question what kind of message we are sending out to the young generation.
Advocates for mental health have also expressed worry that the campaign perpetuates negative stereotypes and glamorizes thinness.
However, just like how every argument has pros and cons, there are a few who found it hilarious. This stunt also garnered few followers.
The supporters’ remarks present the discount as playful. Some commended the eatery for its inventiveness. They describe the task as “entertaining” and “a clever marketing stunt.”
Others remarked that it might be an entertaining method to encourage exercise or enhance the social aspect of dining. Few fans said that it’s not that deep.” Some also suggested that those who find it offensive can just walk through the door directly and pay full price.
🎙️A Thai restaurant has sparked debate by offering a “skinny discount”—customers who can squeeze through metal bars of varying widths earn up to 20% off their meal. The gimmick, featured at Chiang Mai Breakfast World, has gone viral, with some calling it “fun” while others label…
— GoodMorningRooster (@RoosterGM) April 7, 2025
Whatever may be the motive behind this marketing stunt, it definitely gave way to a broader discussion. A conversation about how companies choose to interact with their clients has begun.
Advertising efforts are frequently made to stand out in a crowded market. However, it is a social responsibility to be more alert and cognitively engaged.
This strategy proved that there is a need for inclusive marketing tactics. One must also be careful of persistent issues with body image in society.
This instance serves as a reminder that compassion is the utmost factor in gaining an audience and, subsequently, clients.
