When it comes to Subway, size matters, as the restaurant chain discovered when Australian Matt Corby hit its Facebook page seeking to find out why his sandwich didn't measure up.
On Tuesday Corby used a tape measure to size up his footlong and discovered it was an inch short at 11 inches, so he published a photograph on Subway's Facebook page saying "pls respond".
By Thursday morning the post had more than 124,000 "likes" and had been shared over 3200 times.
More than 5400 people commented on the post, ranging from the outraged ("this is the biggest scam that America is facing right now") to the obvious sexual allusions, to the problem solvers ("The bread is frozen, when it is thawed, it needs to be pulled to the correct length and then proofed to the right size. They just missed that step.").
Several others posted their own photos of inadequately sized footlongs.
Corby, whose Facebook page says he lives in Perth and works at Red Rooster, eventually got his answer.
"Hi, Matt. Thanks for writing. Looking at this photo, this bread is not baked to our standards," Subway wrote on Thursday in response to his post.
"We have policies in place to ensure that our fresh baked bread is consistent and has the same great taste no matter which Subway restaurant around the world you visit. We value your feedback and want to thank you again for being a fan."
- Sydney Morning Herald