Reporter: For anyone who's not bothered to cancel a dinner reservation when plans change this is a cautionary tale. On saturday one of the owners of this bistro red medicine decided he was fed up with... See More
Reporter: For anyone who's not bothered to cancel a dinner reservation when plans change this is a cautionary tale. On saturday one of the owners of this bistro red medicine decided he was fed up with no-shows. 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. Reporter: So you are naming and shaming the no-shows not generally as a policy, but saturday was particularly bad. Reporter: So red medicine tweeted some bitter pills. Hi, kyle a, read one. We're withholding the name. I hope you enjoyed your girlfriend's birthday and the flowers that you didn't bring when you no-showed for your 8:15 res. Also big thanks to cm, cr, aj, sg, db and ml forno-showing between 7:30 30. The original tweet named names. Who sent it, you? It was me. 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. Reporter: It prompted a lot of discussion. Some restauranteurs expressing sympathy. No-shows are a perennial problem but many diners expressing outrage at the violation of privacy. We had a message today from a lady from iowa who will never eat here. She wasn't happy. Reporter: Red medicine was recently named one of the top 50 restaurants in the u.S. And noah ellis likes to stir the pot but even he wasn't prepared for the backlash this time. Now he has reservations ab what he did. It certainly started a discussion that we're not in the business of starting discussions necessarily. Reporter: He'd rather be in the restaurant business. Provided the customers show up. For "good morning america," david wright, abc news, beverly hills.
This transcript has been automatically generated and may not be 100% accurate.