Allams Restatraunt

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His ultimate ambition is to achieve a fixed price 3 course menu for £5. But, he's going to start with 3 courses for £25 during spring, then put the price up to £30 for 3 courses in the Summer.
 
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I can see the front page of the mail now, he will be stood in field holding up the plans for Pepis

Pepis?

Is this a clever marketing ploy exploiting one of the examples he gave when explaining that businesses with shorter names are more of a success?

Personally I'd of gone for "Coek". "Pepis" has been done before & failed, too long. "Coek" is shorter & retains a similar pronunciation to the original when spoken without breaching copyright.