Remember the black and white "parental advisory. explicit content" sticker that served as a warning on some compact discs in the 1980s and 1990s? The Coop restaurant on Brant Street in Burlington has that sticker on the door.

When Lea Minkhorst saw it, she thought it was "decor."

It's not.

"It is intentional," general manager Bridget Young, 27, told CBC Toronto.

Minkhorst, still thinking it was part of the retro 80s and 90s theme, looked puzzled.

"But they have a kids' menu," she said, one that has the ubiquitous favourites like chicken fingers and mac 'n cheese with the slogan #tastyascluck under it.

Minkhorst, a mother of two, would soon find out the staff who serve the items on that kids' menu also use the word "cock" when talking to customers. A lot.

The servers, about 20 of them — almost all of whom are women — are instructed to offer a Fat Cock, Skinny Cock or Imported Cock to their tables.

Sheila Maiorino, left, and Lea Minkhorst, patrons at The Coop restaurant in Burlington. (Martin Trainor/CBC)

"We have a light beer called Skinny Cock, a full bodied pilsner that's called Fat Cock, and an imported one called Imported Cock," owner Clark Lishman said.

For example, the drink special on Fridays and Saturdays feature the cock beers and the servers are expected to actively promote them, he said.

The family man

Lishman, 38, proudly showed CBC Toronto the photo of his two-year-old son on the back of the menu and said. "He's got his name up there on the wall," integrated in the colourful graffiti.

Drink specials, including the 'cock' beers. (Martin Trainor/CBC)

"We have a really cool kids program here," he said, "and a lot of kids coming in." He's a family man, with "another one on the way."

Tongue-in-cheek, we use the rooster, the cock idea of the chicken. - Clark Lishman, restaurant owner

He's also the chief operating officer of the Tortoise Restaurant Group and he wanted to open a new restaurant based on the concept of "great chicken."

He worked with Molson to "co-brand" their lager, pilsner and imported beer, and the three cartoon rooster figures sit on top of the taps at the bar.

Taps for the 'cock' beers. From left: Imported Cock, Skinny Cock and Fat Cock (Martin Trainor/CBC)

"Tongue-in-cheek, we use the rooster, the cock idea of the chicken."

Even if there are children at the table, Lishman said the servers offer the cock beers.

Oh my God. This is going to hit the school yard. - Sheila Maiorino

"It's a rooster — that 's what we're going with. It's a rooster. It's a tongue in-cheek rooster," he said.

"If I was here with my son when he was nine years old I probably would have gone, 'Oh my God. This is going to hit the school yard,'" Patron Sheila Maiorino said

She hoped the servers would make a "judgement call" before using the racy terms.

'Here's your fat cock'

While CBC Toronto was chatting with a table of four men having lunch, server, Mikala Cheel, 20, delivered a pint of pilsner with a cheerful, "Here's your Fat Cock."

Server Mikala Cheel, 20, delivers a 'fat cock' beer to patrons, including Shawn Trevellick (second from left) and Dan Fawcett (second from right). (Martin Trainor/CBC)

Cheel said she's been told she has to use the terminology and that "everyone just finds it funny."

At that table, Shawn Trevellick said he wouldn't hesitate to bring his 18-year-old daughter to the restaurant.

"It's just one of those things where we might just shrug it off and say, 'Okay, it's a name. It's a funny name' and keep going," he said.

Minkhorst said she would have been "taken aback" if her kids had been with her, but it would have been easy enough to ignore with toddlers in tow.

"I probably wouldn't say anything."

But the circumstances would be different with children of a particular age, "who really understood or knew what those words meant. It would be a little concerning that they would either repeat it," she said.

Barstool philosopher Dan Fawcett is with the table of four and said there's a "sex sells" marketplace everywhere.

"Does it really matter at the end of the day? Who is it hurting?" he asked.