Step’n Dispense It: racist Apu promo for 7-Eleven
by guest contributor Manish, originally published at Ultrabrown
Desi 7-Eleven owners, among others, are being asked to greet their customers with a banner mocking their ethnicity and accent as a promo for the Simpsons movie. Next they’ll be asked to don turbans and bow to customers while lisping.
Is the promo adorable and highly meta? Absolutely. Is it racist? In the extreme. There’s no other character in the Simpsons where a small, relatively new minority is the butt of a crude ethnic joke. It’s like Mamet’s execrable lines in Glengarry Glen Ross, old foreigner exotica that’s now out of date because of the growing number of desi Americans. Apu is such the icon of racist taunts against Indians in America, when Kal Penn takes back the phrase ‘Thank you, come again’ in Harold and Kumar, it’s a key applause point.
… a store that sells all kinds of unhealthy snacks and is run by a man with a thick Indian accent… The proprietor of Kwik-E-Mart is a man named Apu who speaks in a heavy Indian accent. He is based on a manager Groening encountered while shopping at a 7-Eleven in Los Angeles nearly 20 years ago and plays to stereotypes about convenience-store operators and Asian immigrants…
The U.S. locations where a 7-Eleven store was transformed into a Kwik-E-Mart are New York City; Chicago; Dallas; Denver; Burbank, Calif.; Los Angeles; Henderson, Nev.; Orlando, Fla.; Mountain View, Calif.; Seattle; and Bladensburg, Md… [Link]
Malt-O-Meal… will conjure up a recipe for KrustyO’s… 7-Eleven’s own Slurpee will be sold as a Squishee… Other recent examples of reverse product placement include Bertie Bott’s Every Flavor Beans, which spun out of the Harry Potter books and movies, and Bubba Gump Shrimp Co. restaurants, which opened after the movie Forrest Gump. [Link]
For the month of July… Squishee is available in Blue Woo Hoo! Vanilla… get there before Apu decides to try chutney flavor again. [Link]
Some shopkeepers are ignoring the racism to get the dollars:
Many of 7-Eleven’s franchisees are Indian, company officials say, although they say they don’t track exact numbers. Bargerhuff said they were “overwhelmingly positive” after hearing of the Kwik-E-Mart idea, but “it was not a 100 percent endorsement.” “There was definitely a concern of offending people…”
That’s the case for Kumar Assandas, a 28-year-old franchisee… His store in suburban Las Vegas is one of the temporary Kwik-E-Marts. “I’m a big Simpsons fan myself, and maybe subconsciously it even inspired me to become a 7-Eleven owner.” [Link]
Bravo, Kumar. Maybe Aunt Jemima will one day inspire a young black American to become a nanny.

Carmen Van Kerckhove is co-founder and president of
Parting Shots / Stereohyped on 03 Jul 2007 at 5:31 pm
[...] I wonder how Indian 7-Eleven employees feel when confronted by Apu from The Simpson’s every time they go to work. [RCLCS] [...]
Ultrabrown Meanwhile, over at Racialicious… on 05 Jul 2007 at 5:50 pm
[...] Racialicious asked me to cross-post the original 7-Eleven/Simpsons post. A few smart and painfully earnest commenters there call it cultural appropriation to draw an analogy to racial caricatures like Aunt Jemima: Too often non-Black racial minorities will describe a pop culture racial offense to their group by likening the offense to a random element of anti-Black prejudice, and that needs to stop posthaste… That refrain only says that American society should treat those groups as fairly… as those most Americans supposedly consider the most reviled and problematic – African Americans… [...]
CNN misses the point of the 7-Eleven Simpsons controversy at Racialicious - the intersection of race and pop culture on 11 Jul 2007 at 8:46 am
[...] in last night to watch the Paula Zahn Now segment on the Simpsons movie promotion in which they are turning 7-Elevens into Kwik-E-Marts, and was very [...]
Pilgrim in Progress » Blog Archive » Mind Dump on 12 Jul 2007 at 9:26 am
[...] do you think of 7-Eleven transforming their stores into Simpson’s Qwik-E-Marts? Is it racist? Read this article that says it [...]
Latina Viva on 19 Jul 2007 at 8:12 pm
The Simpsons Movie Boycotted in Latin America…
Not everything is sweet and funny in the life of Matt Groening, creator of the world’s most famous animated family: The Simpsons. giant Homer raised the ire of pagan groups, and the Kwik-E-Mart racist promo controversy, Latin American fans……
ATR 76 - Apu from The Simpsons - 07/24/2007 - Submit an Audio Comment: 206-203-3983 at Addicted to Race - beyond diversity buzzwords on 30 Jul 2007 at 3:41 pm
[...] Step’n Dispense It: racist Apu promo for 7-Eleven [...]