Who needs a Kwik-E-Mart? I doooooo.....

So, this is awesome. In preparation for the upcoming Simpson's movie, 7-11 has converted 12 stores into Kwik-E-Marts complete with life-sized (?) character figures, pink sprinkled donuts, Squishies instead of Slurpees and Apu at the register!

I love it. But others are not so happy. According to 7-Eleven:

Many of 7-Eleven's franchisees are Indian, company officials say, although they say they don't track exact numbers. Bargerhuff said they were "overwhelmingly positive" after hearing of the Kwik-E-Mart idea, but "it was not a 100 percent endorsement."

According to an article on Rediff today, at least one of the 7-11 franchise owners is upset because he thinks it promotes negative sterereotypes. One of his list of complaints:

It is no secret that SEI and the franchise community have been trying very hard to attract to our stores a different clientele than your average "Joe six pack", we want more females and a more "refined" customer to come in to our stores besides the ones we have. We have to admit also that we failed in that task, we are loosing customer count each year. So what do SEI do, they start a major promotion that will never appeal to any demographic but the "Joe six pack" and I also believes that this promo will be another reason why we are and will be unable to attract that different clientele that feels out of place in a 7-eleven because of promotions like this and potraying us like Apu's and our customers like Homer.

So here's where that breaks down, in my opinion. The Simpsons is one of the funniest, smartest shows on TV. It also appeals to an extremely broad demographic, partly because of its brand of humor and partly because it's been around forever. I know parents who have shared their love of the Simpsons with their kids. I really don't think the 'typical' viewer is "Joe Six Pack" - whatever that means. If they are looking to expand the demographic of their clientele, this is an extremely smart way to do it.

As for Apu being a bad stereotype.... well, I was pleased to read the comments on the Rediff article which can be summed up as "oh get over it." I'm just bummed that there isn't one in my area. I wonder if they are selling Chutney Squishies!