New Zealand restaurants shouldn't use racial stereotypes to sell food, the race relations commissioner says.

Dame Susan Devoy's comments came in response to an outcry over the menu at Asian fusion restaurant, Bamboozle in Christchurch.

Bamboozle has been operating with the menu for two years, but was this week accused on social media and by a Stuff restaurant reviewer of racism by labelling dishes on its menu with names such as "suk sum teet" and "chirri an garrik prawn dumpring".

Alastair Paulin This is what has been dubbed "rital phatt ee", a braised pork shoulder in roti.

"We've plenty of world class restaurants in New Zealand, there's nothing world class about using racial stereotypes to sell food," Devoy said.

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"Kiwis are already taking to social media to say they won't be going to places where racial tropes are on the menu or shelf."

The menu has several items named in a manner dubbed racist by critics.





Professor James Liu of Massey University's School of Psychology said there was "no doubt" Bamboozle owner Phillip Kraal's response to the social media storm was "less than sensitive".

Kraal told NZME "pretty much every one of our customers enjoys the written menu as part of their overall experience and often express disappointment when items are removed with seasonal menu changes".

He went on to say the restaurant did "appreciate the feedback and are actively considering it".

Liu told Stuff: "It's their belief that what they are doing is fine. Their response shows a degree of insensitivity."

"Maybe they are trying to send a message that it's OK to make fun of particular people or particular accents."

Carys Monteath Bamboozle is located in the new Deloitte building in central Christchurch.

Whether it was racist was another question entirely, because Liu believed there was no malicious intent.

"You have to give people the benefit of the doubt," he said.

But Liu questioned the owner's experience - naming dishes in that manner was always going to be divisive, he said.

Carys Monteath Yum yum kip chicken salad from Bamboozle.

"You don't know who is going to think it's funny or who is going to be offended."

New Zealand Chinese Friendship Society national president Dave Bromwich said people who thought the Bamboozle menu was funny lacked cultural awareness.

"It's going back to the 70s, when people made judgements on appearances and languages."

Experienced Christchurch restaurant reviewer Alistair Paulin said in his review on Stuff that the menu was filled with "racist, sexist language", pandering to the humour of young teenage boys.

"As I read the menu, I wondered how the all-Asian kitchen staff on view felt about their dishes being described as 'velly special', dumplings written as 'dumpring' and an overstuffed roti being called 'rital phatt ee'. We get it, some Asians struggle to pronounce 'r' and 'l' but does anyone over the age of 13 find that funny?" Paulin said.

Hospitality New Zealand accommodation, partnerships and communications general manager Rachel Shadbolt said restaurants put a lot of time into the development of their menus.

"Sometimes they get it right, and sometimes they don't get it right," Shadbolt said.

Given the response from people, Shadbolt said they might need to review of the menu. The organisation had not received any complaints or calls regarding the naming of items on Bamboozle's menu.

It was not the first time Kraal has come under fire, The Advertising Standards Authority upheld a complaint against his bar WHET last year.

The advertisement implied gin was a natural remedy for kidney and liver diseases.

Kraal's staff said the owner would not be making any comment.

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