Customers visiting a dozen 7-Eleven stores in north America have been offered a once-in-a-lifetime opportunity to purchase Buzz Cola, Krusty O's cereals and Squishee soft drinks from an elaborately polite Indian shopkeeper.
In a tie-in with this month's release of The Simpsons Movie, the convenience store chain has transformed certain of its outlets into replicas of the Kwik-E-Mart frequented by Homer Simpson, with special products including Homer's favourite doughnuts - under the slogan "they're not called don't nuts!".
Some 7-Eleven managers have balked at the association with Apu, who is something of an ethnic stereotype. A 7-Eleven spokeswoman said there was an "overwhelmingly positive" response to the idea but admitted: "It was not a 100% endorsement."
Apu sees off everyone with a cheery "thank you come again" - even armed raiders. But 7-Eleven is unlikely to encourage imitation of his less orthodox commercial tactics, which include changing the expiration dates on unsold meat, milk and seafood.