‘A complete oversight’: Queensland golf club mortified after September 11 promotion mistake
Exclusive: A “profoundly sorry” Queensland golf club says it is reviewing its procedures after mistakenly advertising a “twin tower” burger promotion for the same date as the 25th anniversary of the September 11 terrorist attacks.
Brookwater Golf and Country Club in Ipswich, west of Brisbane, emailed club members with a promotion for its burger special available on Friday night.
Brookwater Golf and Country Club’s burger promotion for its Friday night special. Supplied
Brookwater’s executive general manager Patrick Young apologised for the incident and told nine.com.au the promotion was a “complete oversight”.
“The decision to promote a burger called the ‘Twin Tower’ on September 11 was deeply insensitive and should never have occurred,” Young said.
“We understand the distress and hurt this has caused. As part of our weekly promotions, our team creates unique names for our menu items.
“In a complete oversight, this week’s double-patty burger was named the ‘Twin Tower’ – with twin referencing the double patty and tower due to its height.
“We failed to connect this name with the promotion’s date on September 11th.”
Young acknowledged it was a “deeply distressing” failure and that Brookwater takes full responsibility for the error.
He also confirmed the promotion and all related digital marketing material were removed after management was made aware of the issue.
“Unfortunately, an email containing the promotion had already been distributed and could not be recalled,” Young added.
“We are reviewing our promotional approval and content review processes to understand how this occurred and to introduce stronger safeguards.
“We are committed to ensuring that all future promotional material is subject to an appropriate level of review before publication.
“We are profoundly sorry. We should have done better, and we will.“
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