Despite opening just a few weeks ago, Phat Phuc Pie Shop is already making a splash thanks to its cheeky name.

The bakery, located at Wauchope on NSW mid-North Coast in June, quickly began to go viral on social media thanks in large part to the neon sign that hangs in the store.

Owner Matthew Reid said much of the feedback he’s received has been positive.

“The demographics are different in a smaller regional town compared to a larger regional town or city,” he said to The Daily Telegraph.

“I’ve just had a couple of older people come in and say, ‘that’s a bit rude isn’t it’ and I say take it in your stride, I don’t care what you think, this is my business, get over it. You know?” Mr Reid said.

Mr Reid said he came up with the name late at night while trying to register it with the Australian Securities and Investments Commission (ASIC). Each time he attempted it the name was rejected. That didn’t stop him, however, and he soon found a way around it.

“The registered name is Double P Bakehouse, because the ASIC website had a bit of a cry when I attempted to register Phat Phuc Pie Shop,” Mr Reid wrote on the business’s Facebook page.

Mr Reid’s wife is Vietnamese, and he said the name actually has a positive meaning in the country, translating to “Happy Buddha”.

“Used together in that sequences it is actually good karma and a blessing,” he said.

Phat Phuc Pie Shop is not the first time Mr Reid has utilised tongue-in-cheek branding for a business. The previous bakery he owned was called WI Pies, with the slogan “wrap your lips around a chubby guy”.

“I upset a few old people with that one,” he said.

“We are not one of those shops where the customer is always right, we speak our minds. If you are going to abuse my staff I am quite happy to throw you out.”