Me So Hungry : Great Tasting Restaurant or Restaurant With Bad Taste? / Bradley W. Brooks, Cara Peters, Steven M. Cox.

Format:

Book

Author/Creator:

Brooks, Bradley W., author.

Peters, Cara, author.

Cox, Steven M., author.

Series:

SAGE business cases.

SAGE business cases

Language:

English

Subjects (All):

Public relations.

Physical Description:

1 online resource.

Place of Publication:

London : Society for Case Research, 2025.

Summary:

In July 2017, Sarah Cattoor and her husband, Ryan Greening, were less than a month away from opening their new breakfast café in West Des Moines, Iowa. Consumers, however, began expressing outrage about the new restaurant's name, Me So Hungry, claiming it offended two different ethnic groups. The name was found by the African-American community to be an insulting attempt to appropriate hip-hop. It was also characterized by Asian Americans as an offensive use of an Asian stereotype drawn from a scene in the movie Full Metal Jacket. This decision incident illustrates the potential damage created when marketers are not sensitive to ethnic subcultures within their marketplace. Although a decision incident, it also provides a vehicle for descriptive analyses in selecting brand names as well as in dealing with negative comments and accusations in social media. This incident is particularly suitable for use in undergraduate courses in marketing, public relations, and consumer behavior.

Notes:

Description based on publisher supplied metadata and other sources.

ISBN:

9781071980644

1071980645

OCLC:

1483993361