Noah Ellis of Beverly Hills restaurant Red Medicine did what most owners would like to do but wouldn't dare: called out no-shows on Twitter.

After the public shaming, Ellis was unapologetic to the LA Eater:

"The a**holes who decide to no-show, or cancel 20 minutes before their reservation (because one of their friends made a reservation somewhere else) ruin restaurants (as a whole) for the people who make a reservation and do their best to honor it. Either restaurants are forced to overbook and make the guests (that actually showed up) wait, or they do what we do, turn away guests for some prime-time slots because they're booked, and then have empty tables."

To ABC News, Ellis seemed calmer and explained the impact that no-shows have on the restaurant:

"We're a small restaurant. You can see there's about 54 seats in the dining room. When you lose 20 people in that kind of peak time of the time it's inconsiderate to the other guests."

Ellis also admits that he was frustrated:

"The intent was never to focus on or draw attention to these specific people, it was more to put names to a problem to get some attention and get people discussing it."

Discussion Starters:

• How do you assess Ellis' approach: just desserts, over-the-top, or something else?
• How else can restaurant owners manage no-shows?