Ross Wajgtknecht, 11, had called into the Midsomer Norton branch of Domino's pizza and ordered a Texas BBQ pizza. He gave the counter staff his full name, but was horrified to later find 'ginger kid' printed on his receipt instead of his name.
The friends he had visited the pizza parlour with had their full names on their receipts.
Ross was so traumatised by the incident that he burst into tears.
He said:'I was really sad. I get bullied at school about my hair but you don't expect it from an adult. After I read it I couldn't stop thinking about it, and brought the packet home because I wanted to show my mum.'
His parents said they were 'disgusted' by Domino's action and confirmed their son endured 'constant bullying' because of his hair.
His dad, Andrew, told reporters:
'It is totally disgusting. You would not describe someone by the colour of their skin or by calling them fat so why is it okay to call Ross ginger?'
Domino's said manager Pat Bennet said: 'It was for the benefit of the person who took the order, it wasn't meant to cause offence.
'I have apologised to the family over the phone and the member of staff concerned has written an apology to the boy. A problem we often face is children giving us fake names to confuse orders, we often have a groups of young people come in and all give the same name, then they get abusive if we give the wrong order to the wrong person.'
Poor little boy! HOW embarrassing for him.
Are you a red-head who has faced taunts from others? Or do you have red-haired children who have experienced bullying?