Giraffe Restaurants to convert to "Smug-free"

From The Guardian:

The Giraffe chain of family restaurants have been sold to Tesco, in a move to reduce the level of smug that customers have to deal with.

"We've been looking for a way to clear out the precious, pretentious, Guardian reading wankers from our restaurants for some time," said the owner, Mr Morris McWhirter. "The Tesco takeover was a great fit."