Updated 4:50 p.m. Thursday: Uber DFW has sent customers who were unable to get their requested Pecan Lodge barbecue, as part of Wednesday’s special promotion, a $10 for their next meal. Promotion codes were sent via email.

Updated 2:40 p.m.: Uber DFW plans to offer those who had difficulty with the Pecan Lodge promotion a special offer. “Whoa! We knew Dallas loved @PecanLodge, but demand was even higher than expected. Don’t blame Pecan Lodge, this one is on us!” the company tweeted. More details on the “special offer” to come.

UberEATS Dallas-Fort Worth is catching flak from Pecan Lodge after running a one-day promotion for the barbecue joint.

“We demand a formal apology from Uber_DFW UberEATS to our customers with your EPIC FAIL publicity stunt,” Pecan Lodge tweeted about an hour after the promotion went live. “Shame on us for being so foolish.”

UberEATS and Uber DFW has yet to respond to requests for additional details. But it is apologizing to customer complaints on Twitter, explaining that the “demand is soaring” for Pecan Lodge barbecue, which was the only option on Wednesday’s instant delivery menu.

Twitter users across the delivery area complained about long waits, some more than an hour, just to receive a message saying UberEATS could not complete the order. Others gave up on their request after being stuck on the same screen for more than 10 minutes. And some, who requested from service region, were told no drivers were available in their area.

The promotion, which Uber announced on Monday, offered customers a barbecue sandwich, a side of macaroni and cheese, and tickets to a Thursday barbecue event where Dallas startup Dialexa will deliver treats by drone. But the buzz led to an explosion of complaints in the Dallas Twitterverse.

“@Uber_DFW @PecanLodge @UberEATS Get ready to eat??? More like Get ready to STARVE #30minutes #MakeItRight,” tweeted a user by the name of J. Ross DeVault.

“@Uber_DFW @Uber @Uber_Support @PecanLodge Apparently the existence of @UberEATS drivers in Uptown Dallas is on par with unicorns,” tweeted Matthew Vermillion after complaining about more than one attempt.

“@Uber_Support @Uber_DFW @PecanLodge After waiting a total of 65 mins. I am throwing in the towel,” tweeted Bennie King.

The problem? Pecan Lodge typically manages its customer flow in the restaurant, according to Pecan Lodge eaters. But this was out of their control.

“@PecanLodge bashing @Uber_DFW …because PL has never turned away cstmrs when they run out of food,” tweeted John P. Parker, who managed to get his order fulfilled Wednesday.

Pecan Lodge owner Justin Fourton said UberEATS ordered 300 sandwiches and macaroni and cheeses, only to run out of drivers, according to Robert Wilonsky of The Dallas Morning News.

UberEATS launched service in Dallas last November. Dallas was the 13th city to get the service, which boasted delivery service from popular restaurants in 10 minutes or less.

In March, the company expanded the service, rolling out a freestanding mobile app that allowed customers to order from the instant menu or, for a longer wait time, any item from several other restaurants.