Went to a great fast food place today, kind of a poor-mans KFC. Chinese style fast food, actually pretty good and cheap. But the thing that made me laugh is the name of chain – Dicos.
The food isn’t quite as good as KFC, the burger I had was smaller and drier than the KFC one. However, the atmosphere is very simlular and the layout/design of the restaurant copies the Mcdonalds/KFC style and even the decor is simular. It was worth a try, but I think if I want fast food I’ll stick to KFC.
I wonder who came up with the idea of ‘Dicos’ as a brand name? Did some people sit down one day and say ‘Dicos, what a great name’ – I wonder if they had any other contenders, if so ‘Turdos’ ‘Crapos’ and ‘bollockos’ might have had a chance.
Yes I know that it has a Chinese name 德克士 (de ke shi) and most of their clientele are Chinese, and so won’t notice the english signage – but still, if you’re going to use english – get it looked at by a native speaker.
Anyway, it’s a funny joke for those that understand english, one thing for sure though; it’s a unique brand and instantly recognisable!!
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Maybe they didn’t know the meaning of the brand.Actually many companies do have an English name but know nothing of the meaning of that.
Eventhough I am a native speaker of English, I don’t understand the “the funny joke for those that understand English”. The Chinese refer to KFC and McDonalds in their own language as is done in many other countries, so it seems reasonable that they can use whatever english name they want for a Chinese restaurant chain…
I agree, but my point is it’s a western fast-food clone and so the English name – whether used or not – is very important. The whole nature of Dicos is to copy the American fast food idea, which is great, but having such a name highlights how naive (and perhaps stupid) the managment are for not doing their homework and checking out the msaning first.