Why does Peewee think the woman cleaning the room is a Cong?

Can someone translate the swahili word 'cheo' for me ? i do not understand.

Satu contoh bagi masalah bukan inventif

The restaurant joe's tasty burgers just created a new hamburger that they call "the joe special." they want to protect the name of the burger so that no other restaurants can claim the name for themselves. what protection will they need on the name "the joe special"? a. fair use b. copyright c. trademark d. patent