The “Name Our Holes” biscuit holes ad campaign may be backfiring for the Hardee’s chain of restaurants. While no doubt highly effective in communicating the company’s core values to backward-hat-wearing fraternity initiates and sports hooligans, the a-holes/b-holes/bisticles discussion seems to have annoyed just about everyone else.

That includes Hardee’s largest franchisee, Ben Mayo Boddie, who runs 350 of the restaurants. Slate runs down the two sides of the story (put briefly: “We have to shock people in order to sell food” and “Good Lord, you’re destroying our brand”).

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