So, at the LuckyGunner shoot, they had people with "ammo menus" coming up to shooters on the firing line and asking if they needed any ammo or water, which was a very novel idea.
However, the people in question were young women dressed in a fashion that was only a low-cut neckline away from looking as though they should be asking if you wanted your wings mild, medium, or Three Mile Island. As Breda points out, this fails to attract half of the potential market, if it doesn't outright repel it. If you're only selling to men, that's fine; it works for brands from Old Spice to Hooters (or to Bushhamster, with their ridiculous "man card" campaign.) But if you want to broaden your market, it's the kind of thing you might want to think carefully about.
In short, had the "ammo waitresses" been wearing khakis and polo shirts, all we'd be discussing right now is what a neat idea the "menus" were. So, ten out of ten for cleverness, but minus several hundred for not thinking through all the implications.