'Super Size Me' maker's eatery: Business test? Social stunt?

Associated Press
FILE - In this  Tuesday, Oct. 20, 2015, file photo, Morgan Spurlock attends the 11th Annual New York Television Festival "CNN Presents: An Original Take on the Stories of Now" at the SVA Theatre on in New York. An Ohio pop-up restaurant promoted by Spurlock, the maker of the documentary film "Super Size Me," as a test for a restaurant concept, may have been a stunt about how marketing can misrepresent food quality. (Photo by Ben Hider/Invision/AP, File)
FILE - In this Tuesday, Oct. 20, 2015, file photo, Morgan Spurlock attends the 11th Annual New York Television Festival "CNN Presents: An Original Take on the Stories of Now" at the SVA Theatre on in New York. An Ohio pop-up restaurant promoted by Spurlock, the maker of the documentary film "Super Size Me," as a test for a restaurant concept, may have been a stunt about how marketing can misrepresent food quality. (Photo by Ben Hider/Invision/AP, File)

COLUMBUS, Ohio (AP) — An Ohio pop-up restaurant promoted by the maker of the documentary film "Super Size Me" as a test for a restaurant concept may have been a stunt about how marketing can misrepresent food quality.

Morgan Spurlock's "Holy Chicken!" in Columbus was announced as a "mission-driven, farm-to-table, all-natural" chicken "experience." It was praised by the mayor's office and other agencies, and promoters said it sold out of food within hours Saturday.

ThisWeekNews reports few diners noticed the restaurant's twist, including table cards explaining that the chickens were raised similarly to "industrial chickens" and a sign suggesting a wooden counter would make customers think of "cute little farms with barns and other healthy stuff."

ThisWeekNews reports customers signed waivers to be filmed, though Spurlock wouldn't say whether it's part of another documentary.