It’s going to a a tough, hot summer for Jimmy John’s. The popular fast-food restaurant is under major heat after a pic resurfacing of the franchise’s owner posing in a controversial hunting pic.

Heading into the weekend, social media erupted over owner Jimmy John Liatuaud appearing in a pic in front of a dead elephant.

The boycott has immediately spared some major celebrity support.

A few years ago, the owner came forward and defended his love for hunting.

In 2015, the Chicago Tribune reported that Liautaud acknowledged a misconception about him is that people still connect him to photos of him posing with elephants, rhinos and other endangered animals he shot. “I choose to hunt and I choose to fish,” Liautaud told the paper. “Everything I’ve done has been totally legal. And the meat has been eaten, if not by me than by someone I’m with. I don’t hunt big African game anymore.” (USA Today)