The Philippine Embassy in New Zealand is lashing out at Krispy Kreme, accusing the doughnut chain of engaging in racial profiling.
On Wednesday, Krispy Kreme launched an opening competition at its new south Auckland store where the first 100 people were given a free box of doughnuts.
But a Filipina woman was turned away from the line because she wasn't a NZ citizen - and only Kiwis were eligible to win prizes.
Krispy Kreme's head of marketing, Russell Schulman, told Stuff they didn't see it as an issue.
"Someone who is a little upset at the rules is unfortunately not an incident for us," he said.
"At the time they said 'they told them the rules, they were written down', so I guess we didn't see it as an issue."
But the Philippine Embassy is outraged and calling out the company's actions.
"So sad ...I USED to love Krispy Kreme ... now they should add one more "K" to their name to reflect their thinking - KKK !!! (As in Klan ... not Katipunan)," it says on Facebook.
"Who needs racist Krispy Kreme for Kiwis only (KKK) Donuts anyway?"
It accuses Krispy Kreme of "racial profiling" for singling the woman out.
"WHY WAS SHE ASKED IN THE FIRST PLACE? WHY DID KKK AUTOMATICALLY HAVE SUSPICIONS? HOW MANY OTHERS WERE ASKED?" it demands.
"What made her "LOOK" like she may NOT be a Kiwi? What does a Kiwi look like anyway?"
However Mr Schulman defends his company's actions.
"You have to draw a line somewhere," he told Stuff
"We want to have local people trying it rather than American tourists, which does happen."