A man was booted out of Premier Inn restaurant for - in his words - breaking a 'ridiculous' rule.
The reason behind his premature eviction from the breakfast hotspot, however, has sparked much debate in the hospitality industry.
Despite advertising for the chain of hotels using slogans like 'anything goes', encouraging customers to 'make themselves at home', 31-year-old Blake Kerr says when he attempted to do just that, he was shown the door.
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This was because the content creator had attempted to enter the dining establishment while breaking a certain rule.
Social media star Blake regularly opts to go footwear free whilst travelling the country, claiming his size 10 feet often become blistered when his 'hammer' toe rubs against his shoes.
Recalling his stay at Manchester city centre branch's Thyme eating area on Portland Street last week, he says he was initially seated by a member of staff, before being confronted by another when he attempted to grab a drink.
It was then that he was informed it was a 'health and safety' policy before being sent to his room to put some shoes on.
Now, a baffled Blake is appealing to the hotel firm, asking why in some branches his bare-footedness is accepted, whilst in others, he is turned away.
Blake, from Irvine, North Ayrshire, said: "The way my foot is shaped my two pinky toes rub the side of the shoe and I usually get blisters.
"I've also got a bit of a hammer toe so a lot of shoes don't fit correctly.
"I normally don't wear shoes, for me it's a comfort thing and I've never had any issues [at Premier Inn before].
"When I'm barefoot sometimes I get looks from the cleaning staff.
"The staff sometimes make comments [saying] 'just be careful' but for the most part they don't really care.
"This was true for the Premier Inn in Beckton, Canning Town and last week in Basildon - I had absolutely zero issues."
But when it came to his stay in the northern city, he says it was a different story.
"He came over and [said] that I would need to put some footwear on to be in the breakfast area because of 'health and safety'," Blake recalled.
"A lot of companies do harp on about health and safety but in actual fact in the UK there is no health and safety law that prevents someone from going barefoot. It's more of a thing of 'look if you injure yourself it's self-inflicted'."
Blake had been wearing a hoodie and tracksuit trousers when instructed to return to his room to put some shoes on, despite the menu blurb from Thyme Bar & Grill reportedly boasting, "We don't believe in rules… anything goes. Relax and make yourself at home".
"I thought it was unnecessary to have to explain it," he said of the staff member. "To me it's not inappropriate so I'm not really sure what his issues were."
Blake says he's part of a 'barefoot society', which he claims is 'not too different from a diet lifestyle'.
"If anything, just be consistent," he said of the varying rules. "Even if they came up with a new policy and said footwear must be worn, fine at least that's policy.
"So far it's very hit and miss. It really depends on the staff members on at the time. Just be more consistent.
"I don't think I'll stay in that Premier Inn again, I'd probably try a different one next time. It's disappointing when there's that lack of consistency across the board."
Premiere Inn have since defended their decision to evict Blake from their restaurant, claiming their actions were always made with 'guest's best interests at heart'.
A Premier Inn spokesman said: "The health, safety and comfort of all our guests must always come first.
"Any actions taken are always with our guest's best interests at heart, recognising that restaurants are busy areas which may risk sharp objects or hot items falling to the floor. "
Rhianna Benson