BLOOMFIELD, N.J. (CBSNewYork) – One New Jersey IHOP owner has an unusual promotion he hopes some funeral directors won’t be able to refuse.

WCBS 880’s Monica Miller On The Story

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Manager Cliff Generalli said he hopes his IHOP on Broad Street in Bloomfield can offer comfort food at a time when people need it the most.

He’s offering a 25 percent back referral program to funeral directors who bring mourners to his restaurant.

“We’re always working on new promotions to try to get people to look at our store and try our food,” Generalli told WCBS 880’s Monica Miller. “Because once they come in, they usually enjoy it.”

However, State Senator and licensed funeral director Dick Codey said he thinks the promotion is in poor taste and it would be unethical for any undertaker to accept such a deal.

“I’m afraid that the next time I walk into IHOP I’m going to have to look in between the stacks of pancakes for $100 bills,” Codey told Miller.

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He said the plan is beneath the dignity of any funeral director.

“Not something any legitimate funeral director with compassion and sensitivity would want to be involved in,” Codey said.

However, Generalli said they usually give non-profit groups a discount and wanted to extend the offer to other businesses to help him make ends meet in a tough economy.

“What’s more beneath your dignity is having to close your doors and lay people off and not be able to support your family,” he said.

Generalli started passing out the fliers about 30 days ago.

He said that while a lot of people are talking about the deal, no one has taken him up on the offer.

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Do you think the offer is ethical? Sound off in the comments section below.