Pizza Hut has axed its all-you-can-eat Ramadan offer in Pakistan, sparking anger from Muslim families who used to break their fast with slice after slice of pizza.
The company says it wants to "reduce gluttony" and cut food waste by limiting customers to a single regular pizza, salad, and "bottomless Pepsi" in its Ramadan Fiesta offer.
In previous years, the 44-strong chain of restaurants would be packed for the evening meal of Iftar, as fast food fans hungry after a day of fasting turned away from the traditional meal of chickpeas and dates to indulge themselves with plate after plate of pizza.
Withdrawing the offer, the company announced on its website: "It's tragic that so much food is wasted during Iftar every year. We are now working with the community to minimise food wastage."
But this prompted a furious response from customers, who took to social media to complain about the new, cheaper deal - which is still advertised as an "all-you-can-eat" offer.
"Ur ramazan deal's pizza sucks seriously ...experienced it today (sic)," said one post on Pizza Hut Pakistan's Facebook page.
Sami Alvi, 21, a member of Bahawalpur Polo Club in Bahawalpur, added: "Oh man, this is bad. Eat all you can was the thing which attracted most people to Pizza Hut in Ramadan."
Student Omair Khan, 20, from Karachi, went on: "pizza hut u suck because there is no all u can eat deal! (sic)"
The company - which opened its first restaurant in Pakistan in 1993, and describes itself as the leading pizza chain in the country - was unavailable for comment.
Marya Khan, of Pizza Hut Pakistan, told The Daily Telegraph the new offer was more in keeping with the spirit of the holy month of Ramadan.
"The former all-you-can-eat format served as an unrestrained invitation to gluttony and waste, colliding with the very spirit of Ramadan," she said.
"For those who do not consider Iftar deal as a means of just gorging after sunset, then the new Ramadan Fiesta offered by Pizza Hut is a well-balanced and valuable deal to enjoy finest pizza at a value price."