The Simpsons Movie - promotion

7-Eleven hires Apu

Andrew Clark in Chicago
Tuesday July 3, 2007
The Guardian

Customers visiting a dozen 7-Eleven stores in north America have been offered a once-in-a-lifetime opportunity to purchase Buzz Cola, Krusty O's cereals and Squishee soft drinks from an elaborately polite Indian shopkeeper.

In a tie-in with this month's release of The Simpsons Movie, the convenience store chain has transformed certain of its outlets into replicas of the Kwik-E-Mart frequented by Homer Simpson, with special products including Homer's favourite doughnuts - under the slogan "they're not called don't nuts!".

In the long-running cartoon, Kwik-E-Mart is run by Apu Nahasapeemapetilon, a Hindu workaholic who once worked a 96-hour shift without a break.

Some 7-Eleven managers have balked at the association with Apu, who is something of an ethnic stereotype. A 7-Eleven spokeswoman said there was an "overwhelmingly positive" response to the idea but admitted: "It was not a 100% endorsement."

Apu sees off everyone with a cheery "thank you come again" - even armed raiders. But 7-Eleven is unlikely to encourage imitation of his less orthodox commercial tactics, which include changing the expiration dates on unsold meat, milk and seafood.

Produced by 20th Century Fox, The Simpsons Movie will open worldwide on July 27.