A restaurant in Amarillo, yet to open, has become embroiled in racial controversy due to its name and sign. Jesse Quackenbush, the owner of “Big Beaners” restaurant, claims the name was inspired by the establishment’s offerings of Mexican food, coffee, and beans, with no racist intent. However, Abel Bosquez, president of the local League of United Latin American Citizens, sees it differently, associating the term with derogatory language.

Quackenbush defends the name, emphasizing the connection between the brand and its products, asserting that the brown bean in the logo is not intended to offend. Despite objections from Bosquez, who finds the imagery offensive to Mexicans, Quackenbush refuses to apologize, dismissing the controversy as a scam orchestrated by local competitors.

While the majority of Hispanics may not find offense, Bosquez maintains that some may not recognize the racism inherent in the name. The Amarillo Hispanic Chamber of Commerce distances itself from the controversy, acknowledging complaints but clarifying that they are a business organization and not a civil rights group. The dispute underscores the delicate balance between cultural appreciation and potential insensitivity in branding.