Brilliant or Bonkers?

So this week's brilliant or bonkers is a matter of opinion.

When Herman ze German was moving into its home outside of Embankment Tube station at first I thought, could this possibly be for real?

I mean look at their sign:

This is the menu outside the shop:

And then there's the slogan: Our wurst is the best! I have to admit, I think that's kind of brilliant (and their wurst is pretty fabulous!).

And what about the actual shop front:

And of course the website: http://www.herman-ze-german.co.uk/

Yeah, I am torn, is this the most brilliant branding you've ever seen? Or bonkers? Guten Appetit!