A unique marketing initiative was implemented at a dining establishment in the capital. This was reported by Upl.uz.
In the dining hall, guests are greeted by a dressed live sheep that moves freely among the tables. This step is seen by the restaurant management as a well-thought-out experiment aimed at creating viral content on social media and attracting a new audience.
Discussions on the internet segment in Uzbekistan indicate that the initial attention-grabbing task has been accomplished. However, this situation has led to various opinions emerging in society.
While some people view it as a convenient opportunity for family leisure, many raise serious questions regarding the ethical and sanitary-hygiene aspects of such practices. Thus, the restaurant has become a discussion platform about the permissible boundaries in the hospitality sector.
Veterinary and animal psychology specialists emphasize that using animals as entertainment elements in an environment different from their usual one causes a high level of stress. Artificial lighting, loud music, human noise, various food odors, and frequent camera flashes can negatively affect the physical and mental state of the animal.
Sheep are naturally fearful and social animals, and such conditions are a constant source of anxiety for them. Additionally, there are significant questions from legal and sanitary perspectives.
The existing sanitary rules and norms in Uzbekistan do not allow the presence of foreign animals in kitchens and dining areas. It remains unclear whether the restaurant management has obtained the necessary permits from the Sanitary-Epidemiological Wellbeing and Public Health Committee and the State Committee for Veterinary and Animal Husbandry Development.
Who monitors the health condition of the animal, and how is it guaranteed that customers, including children, are protected from potential risks? Global practices show that such situations often lead to negative reactions from the public and regulatory bodies.
In Thailand, initiatives to use wild animals and other exotic creatures in cafes were halted after veterinary services intervened. In the UK, a pub that used a mini pig to attract customers was forced to end the project due to complaints from animal protection organizations and sanitary inspections in 2019.
In the USA, federal laws regulating food safety strictly prohibit the presence of animals in general dining areas, allowing only specially certified service dogs. Thus, the marketing initiative of the Tashkent restaurant has raised a deeper issue – the lack of clear rules for such situations and the need for public discourse on the ethical use of animals for commercial purposes.
There are many creative and safe methods to attract customers in the hospitality sector – for example, conducting culinary master classes or organizing theatrical performances, which do not harm the well-being of living beings and do not pose a risk to consumer health. The situation with the sheep wearing a diaper prompts a reconsideration of the balance between creativity and responsibility in business.
Here, it must be clearly defined where marketing methods cross into animal abuse. The first cat café in the world, "Cat Flower Garden," opened in Taipei in 1998, and its success sparked a global trend.
Such establishments operate under strict supervision: animals must undergo regular veterinary check-ups, be vaccinated, and there must be clear separation between areas designated for animals and those for food consumption.
