A photo of a Wendy’s employee has gone viral thanks to Reddit, and now he’s been fired.

The picture shows the employee guzzling soft-serve ice cream directly from the Frosty machine, and after several Redditors commented negatively about his shenanigans, the company issued a statement saying they weren’t taking it lightly.

“The photo isn’t funny to us. We don’t know the exact date the photo was taken, but we believe in it was in May,” Bob Bertini wrote in an email. “The incident was totally inappropriate, and we’re taking it very seriously.”

The photo is making rounds at a horrible time for Wendy’s, as they’ve just launched a big push for Frosty Waffle Cones for Father’s Day, which is this Sunday.

What started as a goof ended in the employee losing his job, and should serve as a warning for anyone looking to get some laughs by posting similar pictures online. Fast food chains have been battling this type of negative publicity practically since the beginning of social networks, but it seems to be particularly bad in recent weeks, and company heads don’t find the humor at all.

Last week, Taco Bell faced a similar situation when an employee uploaded a photo of himself licking a stack of taco shells. The company released a statement about the incident, which led to the employee getting fired.

“We have strict food handling procedures and zero tolerance for any violations. We believe this is a prank and the food was not served to customers. We are conducting an investigation and will be taking swift action against those involved,” the statement read.