A new sandwich shop soon to open in Gothenburg uses a coarse English
swear word in its name and marketing. The owner says it's a question of humor.
Two brothers are set to open the new eatery in Gothenburg in the spring and have given their venture the name
"A Fucking Awesome Sandwich." Co-owner
Christian Ingber says he often heard the cuss word used in a positive
sense during his years living in New York.
Ingber, who also owns the restaurant Puta Madre, which means "Your
mother is a prostitute" in Spanish, said the name was not to be taken
too taken too seriously.
"It's not the F word in a negative context," he said. "It could be a
question of humor, we thought it was a fun name. My seven-year-old
daughter is not allowed to swear, but she knows how to use 'fucking' in
the right context."
Ingber, whose daughter took part in the promotional video, said that
several children in the video had American parents, and had attended a
local English-language daycare center
where the teachers gave the video positive feedback.
"If anyone were to protest, it would be those teachers," Ingber said.
"They called us silly."
Ingber said he hoped there would be less focus on the name and more on
the food.
"To see the word rather than the product, that almost makes me a bit
annoyed," he said. "I bet that 90 percent of those that grumble about us
letting a child say fuck take their children to be poisoned at
McDonald's."
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