Eggrolls Etc or Egghead Etc.?

File this under the heading, "cooks don't make good marketers."

Via Yahoo!, Tucson Eatery Eggrolls Etc. has jumped out of the wok and into the flame with an ethnically insensitive marketing scheme.

Quoting Yahoo! News;

"The Eggrolls Etc. flier reads on its cover: "Every order is delivered via rickshaw by first generation Chinese immigrants … We really should charge more for delivery, old Chinamen are getting expensive these days."

The menu, under the heading for "Fried Rice," says: "Don't say Flied Lice, it's not funny … there's no 'R' sound in Chinese, that's just cruel really … I know your (sic) saying it … Stop it Stop it Stop it! That's it. NO RICE FOR YOU!!!!""

Owner Mike Reynolds who also runs other eating establishments in Tucson has come under attack by numerous Asian-American and Mexican-American community groups. They believe Reynolds is forwarding historically insensitive racial stereotypes."

I don't see the humor myself, how can anyone look at the menu described above and not come to the same conslusion.
In the "olden" days you might be able to weather a potential P.R. nightmare with an apology or explanation in a newspaper ad, but that was yesterday. Check out the review of Eggrolls Etc. on Judy's Book! Ouch!

Not just Judy's Book, take a look at a Google search for Eggrolls Etc.. It will take months to clear the search results of this negative publicity.

Unless of course your intent is publicity at any cost. Take a look at the disclaimer on the menu. Reynolds actually invites complaints on his "sense of humor." Obviously he has chosen the low road of marketing.
In the short term he will excite the college kids and maybe some curiosity seekers. In the long run he is branded an insensitive boob that placed his brand in a hole. We'll see how his intransigence plays out when he decides to sell the operation.

Update:
Recent local (Tucson) coverage here.
The top Google search result for Eggrolls Etc. is occupied now by moi!

(need help getting your business on top?)