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Fat Ho Burgers – genius brand strategy or questionable move

by Kenneth Rudich

Business risk and risqué business recently met at an intersection in Waco, Texas when 23 year old Lakita Evans opened a fast food restaurant by the name of “Fat Ho Burgers.”

The menu features items like the “SUPA FLY HO W/CHS,” “SUPA DUPA FLY HO W/CHZ,” “SLOPPY HO BRISKET,” and “FAT CHICKEN HO.”

For those unfamiliar with this nomenclature, the terms “fat” and “ho,” whether united or not, are decidedly unflattering.  Typically, when combined together in this particular way, they’re viewed as downright offensive.

But Evans, who worked her way through college before opening the burger joint, doesn’t see it that way.  She said the name is mostly a bit of humor in otherwise sobering times.

“Look what’s going on in Japan. It’s like clear this world is not gonna get any better. Why cry and be depressed? The economy is bad. Somebody gotta keep a sense of humor around here,” Evans said.

Besides, an atypical, unconventional move can sometimes trump what’s typically seen as possibly ill-advised.  This may be a case in point.  If the objective of a brand strategy is, at least in part, to make your business stand out in a cluttered space, then this brainchild seems to have done at least that much.  After all, it has generated plenty of free publicity from local news and, as you can see, on YouTube (and now Marketing Strategy Management).

And consider this: The cost of paying for such visibility would probably have been well beyond the financial means of this small business owner. 

So watch the video and let us know what you think with your comments below. 

Is it a witty tongue-in-cheek strategy worthy of praise…admiration…or nod of approval (in a tongue-in-cheek manner of course)? 

Or do you have reservations about the wisdom of having deployed it?


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