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'Call a chick' fried chicken brand in trouble for obscene name, menu

SHANGHAI'S market watchdog is investigating into a fried chicken eatery chain for using obscene and vulgar name and menu to lure diners, officials said today. 

The eatery chain "call a chick", which literally also means 'calling a hooker" has 48 outlets across the city. The dishes include names meaning in Chinese "a virgin chick," "having sex with her", and "a sex partner of chick" and the like. They refer to spring chicken, chicken drumstick and drinks.

The promotion slogan of the chain is "satisfying all your expectation for a chick" and a card sent with takeaway food reads "the secret of a man who has 10 times of sex a night."

The Shanghai Industrial and Commercial Administrative Bureau said it has started investigation today. 

The restaurant first came under fire in Sichuan Province after a woman complained to media that the sexually explicit content of one of the chain's outlets in Chengdu embarrassed her because her eight-year-old son kept asking her the meaning of "call a chick."
The outlet's signboard has been dismantled under the order of local urban management authorities with its menu content also changed. 

The restaurant based in Shanghai said it has started replacing its promotion slogans and menu in its outlets as well as on food delivery platforms, and apologized to consumers who feel uncomfortable over the content of promotion and menu, according to a statement of the chain.  

It said it "designed" the promotion content because it hoped to attract youngsters aged between 18 and 28 years old, who were its main consumer group, when it was established two years ago. 



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