Red Medicine Getting Back to Normal After Twitter Turmoil

The bar is lively this Thursday night at Red Medicine. The dining area less so, though the main rush has ended.

The two-and-a-half-year-old Beverly Hills restaurant serves "Vietnamese inspired" food until 2 a.m.

Chef Jordan Kahn's hefty interpretation of the banh mi sandwich is the preferred late-night snack of many.

Co-owner Noah Ellis put himself in the national media spotlight recently.

He took to Twitter to call out "no shows" during his busy Saturday night window with two Tweets that named names.

Here's most of one:

I hope you enjoyed your GF's B-day and the flowers that you didn't bring when you no-showed for your 8:15 res

Reaction was immediate on social media and then on television and in print.

Ellis eventually appeared on Good Morning America to defend his move. 

"We lost 20 percent of our total reservations on Saturday and a huge chunk of our prime-time bookings," he said in a statement emailed to The Associated Press. "Most diners don't realize the impact no-shows make on a restaurant."

Some cheered Ellis for his bravado in  raising an important issue, which is growing with the ease of online and email reservations.

Others, like Seth Levine of Hells Kitchen and the The Stand restaurant in Manhattan, say it it is never a good idea to call someone out. 

"You are putting your name out there, first of all. You are embarrassing them, it could be a good customer that just had an emergency or just had a problem," he told Inside Edition.

Staff at the restaurant say things have pretty much returned to normal now.

Reporters are no longer outside and the phone calls from purported regulars calling to complain have died down.

Ellis told Eater LA that he had tried other ways to manage no shows.

Hestopped overbooking about a year ago.

"We saw that we could make up for the no-shows," he said, "but we'd seriously ruin a few experiences when guests had to wait 30+ minutes at the bar for their table."

Ellis told Eater LA he had also tried taking a deposit with reservations, but that it hurt business.

"We could do walk-in only, but then if you're celebrating a special occasion having a meeting, or trying to have a nice night out, it sucks to not know when you'll be able to get a table," he added

But for now he's sticking to his current system.