The controversy continues to gain attention on social media and local news, it remains to be seen how the situation will ultimately be resolved. Whether the restaurant continues with its original name or chooses to rebrand in response to the public outcry, the incident serves as a reminder that businesses must be vigilant in their efforts to avoid unintentional offense and promote inclusivity in their operations.
Due to its name and signage, the soon-to-open restaurant in Amarillo caused considerable racial controversy.
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The name “Big Beaners” was chosen because the restaurant will serve Mexican food, coffee, and beans, according to attorney and restaurant owner Jesse Quackenbush.
And the inscription was not intended to be racist; rather, it merely attempted to link the brand to the item, he added.
The president of the League of United Latin American Citizens in the area, Abel Bosquez, had a different opinion on the restaurant’s name.
“It was a word used to like your beans, you wet, and you dirty Mexicans,” he recalled.
If someone had taken the time to read the menu, look at the logo, and understand that it was a kidney bean and not Abel Bosquez or some Mexican bored on commission, they would have understood Quackenbush’s answer. Abel Bosquez is simply incorrect because there is no racist intent, I am not a racist, we do not serve racists and have no association with them.
Bosquez questioned why a brown bean in a Mexican hat, with a bushy mustache and pointy shoes would offend Mexicanos.
Quackenbush responded, “We chose ‘big beans’ because we felt the word was appealing when asked by ABC7 News why he didn’t choose terms like ‘big beans,’ ‘big frijoles,’ or other alternatives. Similar to ‘Big Texan,'” where the word “big” has a special meaning. When designing our restaurant’s mascot and logo, we tried to reflect the Latin and Hispanic culture.
Most Hispanics, he continued, were not disturbed by the name or the sign.
“A lot of people who are responding are saying ‘I’m fine with that’ — they probably haven’t experienced the racist part,” Bosquez said.
Quackenbush firmly replied, “No, I’m not going to apologize,” when asked if he might apologize for the sign. I offer no excuses when it comes to my business. I think this is an elaborate plan and a cunning ploy by several recently closed former neighborhood restaurants. They are outraged because a white man is opening a Mexican restaurant; such is the circumstance in this case.
Bosquez, on the other hand, argued that the meaning would remain the same even if the owner had Mexican ancestry.
“He who commits racism is still committing racism. I am capable of racism even my own people,” he admitted.
The following statement was released by the Amarillo Hispanic Chamber of Commerce:
The Amarillo Hispanic Chamber of Commerce has not been able to get in touch with Mr. Jesse Quackenbush regarding the name he has chosen for his new restaurant “Big Beaners”. His social media posts made incorrect statements about the Hispanic Chamber. Queries and complaints about the restaurant’s name are piling up like a flood. We recognize and understand these concerns. It is important to be clear that the AHCC does not advocate for civil rights, but rather is a business-oriented organization.
In conclusion, the controversy surrounding the upcoming “Big Beaners” restaurant in Amarillo has sparked heated debate in the community. While owner Jesse Quackenbush maintains that the name and sign were not intended to be racist, but rather a playful reference to the food items on the menu, many residents and interest groups remain deeply offended by what they perceive as insensitive and racially charged language.
The incident highlights the importance of cultural sensitivity and awareness when it comes to branding and marketing in an increasingly diverse and multicultural society. The power of words and images cannot be underestimated and it is essential for business owners to consider the potential impact of their decisions on their customer base and wider community.