An award-winning international restaurant chain has apologised after mistakenly using photographs of Birmingham, Alabama and the long-demolished Birmingham Central Library in its social media announcement of a new branch in Birmingham, UK.
Restaurant Announcement Goes Wrong
Danish-Japanese restaurant Sticks 'n' Sushi revealed on Tuesday, June 2 that it would open a 6,392 sq ft unit at Three Chamberlain Square as part of the Paradise development. The venue will seat 250 diners and create 60 jobs. However, the promotional posts quickly drew criticism for featuring an image of Birmingham, Alabama and an outdated photo showing the area before Birmingham Central Library was demolished in 2016.
The images have since been deleted from the Instagram announcement, but not before eagle-eyed Brummies pointed out the error.
Social Media Reaction
Commenter Alex Ellson wrote: "Those image choices are shocking." When told to "sack the interns," the brand replied: "No interns were harmed. Just a very embarrassing geography lesson. We are on it."
Simon Best added: "I see you've deleted the photo from Birmingham, Alabama but you still haven't acknowledged the massive cock up or changed the ancient picture of Birmingham."
The brand responded: "We are a mix of Denmark and Japan. Yesterday we accidentally added Alabama to the mix. Post is updated, mistake is owned, and Birmingham, UK deserves better. Send us a DM with your full name and email - there is a £25 opening voucher for keeping us honest."
In a separate comment, it added: "We're a restaurant brand from Copenhagen. Yesterday, that distance showed. Sorry for the Birmingham mix-up. Thanks for the geography lesson and for all the sharp eyes out there. We can't wait to open our doors in Birmingham, UK, in Autumn 2026."
New Restaurant Details
Sticks 'n' Sushi's new Birmingham branch is set to open in Autumn 2026 at Three Chamberlain Square. The restaurant will offer a mix of Danish and Japanese cuisine, with a menu featuring sushi, sashimi, and grilled dishes on sticks. The venue promises one of the best views in the city, though notably not of the brutalist library.
