It has now taken down the ad on Twitter and apologised.
The ad featured a man standing outside various Indian food restaurants, saying they weren't selling "authentic" curry. It was clearly meant to be a satirical ad.
But it also attracted criticism from people who said it didn't sit right with them.
Here are some of the responses it got.
Try this on High St North E6 and see what happens
— Gurdeep Mattu (@GurdeepMattu) October 18, 2018
I agree. I do like gbk but this could have been executed much better without antagonising local small businesses which are bread and butter for the owners & staff there. Hopefully gbk will issue an apology
— Dæmon Calcifer (@tabis_x) October 18, 2018
Clearly you don’t have a single BAME person in your PR/Marketing team. Once you’ve fired them all for this hot mess let me know who I can send my CV over to😊
— mona nisa (@justnisa__) October 18, 2018
Delete this.
— snoochie shy (@snoochieshy) October 18, 2018
harassing people and taking business away from smaller restaurants isn't funny...
— Lucy Moon 🌻 (@iamnotlucymoon) October 18, 2018
This was probably the best reaction though
Me after watching this. pic.twitter.com/3koqcr2H7M
— Rhea (@itsrhea_lity) October 18, 2018
GBK has now said sorry.
To those offended by our Ruby Murray video, we humbly apologise. The video was intended to be humorous. We know that a burger could never pass off as an authentic Indian dish. Having read your comments we've made the decision to take down the content. Unreserved Apologies, GBK
— GourmetBurgerKitchen (@gbkburgers) October 18, 2018
That didn't stop desis from trying to wrangle a job out of it...
For me it was poor taste and poor quality. It’s worth consulting with people from the right ethnicities to get a proper view on it. I get that it was meant to be cheeky but it just didn’t work. Give me a shout if you want some marketing advice!
— AK (@AKS) October 18, 2018
...or reply with more funny gifs
— Rehargh! Kaboooria (@rhtkth) October 18, 2018
You made us proud today, desi Twitter!
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