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The Cheesecake Shop has apologised after issuing an open letter to Alan Joyce, CEO of Qantas Airlines, that made light of his being hit in the face with a pie.

 

In the letter the company wrote: “As Australia’s leading cake retailer we are also a little concerned that your recent tasting of our delicious Lemon Meringue was not appreciated to its full sweetness.

 

“Now you've had a small taste of our traditional favourite featuring a rich and tangy lemon base crowned with super soft sweet meringue and valued at $26.95, we invite you to visit any one of our 203 stores and sample one at your leisure.”

 

The company has since said: “On reflection, and judging by the reaction to The Cheesecake Shop’s letter to Alan Joyce yesterday, we have shown a lack of sensitivity on this matter. We deeply apologise to all who were offended. Our below letter should not have made light of this situation.
Our sincerest apologies, The Cheesecake Shop

 

However the apology didn't appease consumers, if the Facebook commentary was any indication:

 

“So, laughing at assault by a religious bigot because yours was picked as the weapon of choice. You know what would have been classy, and showed actual respect to your customers? A clever statement supporting marriage equality and LGBTI rights. Now that would be sweet.”

 

“Why would this victim of an assault....and a hate crime need to eat humble pie? You had a real chance to make a stand and you flippantly exploit this violation to sell cakes....I'm pretty sure you guys are the one's who should eat humble pie.”

 

The full letter follows:

 

An Open Letter to Alan Joyce, CEO Qantas Airlines

 

Dear Mr Joyce,

 

Our apologies are due as it seems that the surprise connection with the pie in Perth was aided and abetted by its production at one of our shops. Rest assured that the delicious ingredients should easily be removed from your suit.

 

As Australia’s leading cake retailer we are also a little concerned that your recent tasting of our delicious Lemon Meringue was not appreciated to its full sweetness.

 

Now you've had a small taste of our traditional favourite featuring a rich and tangy lemon base crowned with super soft sweet meringue and valued at $26.95, we invite you to visit any one of our 203 stores and sample one at your leisure.

 

Naturally all of our customers are treated with the utmost respect both for their opinions and good taste.

 

We would also be happy to offer you the chance to savour any of our other baked in store cakes including tortes, mudcake, pavlovas, cheesecakes and perhaps a generous serve of humble pie.

 

Yours sweetly,

The Cheesecake Shop Managing Director