DiGiorno Pizza is currently under fire after the company's twitter account allegedly made light of Ray Rice's brutal domestic assault against his wife Janay Palmer.
After TMZ released a video that featured Rice punching his wife in the head while inside the elevator, victims of domestic posted a series of tweets using the hashtag #WhyIStayed that immediately made it viral.
The said hashtag was used to "demonstrate the complicated decisions victims face and was used as women and men wrote about their trauma and fear," CSN Chicago reported.
However, the pizza company mistakenly used it for something else. On Tuesday, the Northbrook-based company tweeted, "#WhyIStayed You had pizza."
Thousands of people were angered by the tweet and called it insensitive and inappropriate.
The person who was in charge of DiGiorno Pizza's Twitter account immediately realized the mistake and apologized to those they offended.
"A million apologies. Did not read what the hashtag was about before posting," they wrote.
The company has also apologized individually to those who reacted negatively to their unintentional tweet, according to the Daily Mail.
Twitter user @jesseberney acknowledged the apology and wrote, "Ah, @DiGiornoPizza's feed full of apologies for not seeing what the hashtag was before tweeting, so... at least they learned a lesson."
Meanwhile, Twitter user @mrthemike demanded a personal apology which he immediately received. He wrote, "@WallyPalumbo @politik05 @DiGiornoPizza The original tweet was offensive. The damage has been done. I expect a personal apology.
DiGiorno Pizza replied and said, "@mrthemike @WallyPalumbo @politik05 You have my personal apology, Mike. I am deeply sorry to all who have been affected by the post."
The company also tweeted an official statement following the mishap and said, "We heard from many of you, and we know we disappointed you. We understand, and we apologize to everyone for this mistake," the Huffington Post noted.