|
|
Article: A taste of political correctness; Coffee business changes name to filter out offensiveness.(NATION)(CULTURE, ET CETERA)
- Article from:
- The Washington Times (Washington, DC)
- Article date:
- September 21, 2007
CopyrightCOPYRIGHT 2007 The Washington Times LLC. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
|
Byline: Andrea Billups, THE WASHINGTON TIMES
A Midwest coffee chain in business for 12 years is rebranding itself in a move that has some saying it may have squandered business success for political correctness.
The East Lansing, Mich.-based Beaner's Gourmet Coffee plans to change its name to Biggby Coffee because of concerns that its current name is also an ethnic slur against Hispanics. The company, with 79 franchisee-owned stores in nine states from Michigan to Florida, announced last week that the changeover would be complete by Jan. 31.
Bob Fish, chief executive officer of the former Beaner's Gourmet Coffee, said reaction to the name change ...