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A New York City restaurant called Whitexicans is facing intense backlash over its 'insensitive' name. The Queens-based eatery opened on October 9 and immediately prompted criticism over the owners' 'ignorant' choice. 'Whitexican' is a pejorative term used to refer to privileged, light-skinned Mexicans who have social and educational advantages as a legacy of colonialism. Co-owners Mateo Gomez Bermudez and Manuela Mesa, who are both Colombian, insist that their choice of name is satirical and meant to parody 'the current circumstances that are going on in the country'. Gomez Bermudez told the Daily Mail, 'people are taking this the wrong way,' and that the 'the only people who are hating on the business are the ones who haven't tried it.' But Cristina Furlong, a community activist and co-founder of the group Make Queens Safer, said the name could be poorly interpreted amidst the Trump administration's aggressive immigration enforcement and 'people self-deporting.' 'It’s just not nice or kind to joke about what some people consider racist terminology,' she said. Social media users also expressed their fury over the name of the restaurant, which serves up classic Mexican dishes with a modern twist for between $10 to $20. A user on Facebook wrote: 'The owners aren't even Mexican... They're very Ignorant to use racist terms that divide the Mexican population and promote white supremacism. It's frustrating that in this day and age people can still be so naive and blind.' Gomez Bermudez countered that criticism by telling the Daily Mail his wife is Mexican and she was part of the inspiration for the name. A post about the restaurant on the Jackson Heights community on Reddit was flooded with negative responses. The top comment said: 'uhhhh what the…' Another said: 'I’m not sure it is racism but what a stupid name nevertheless…marketing/branding 101.' A third commenter wrote: 'Wow!!!!!!! not even trying to hide the gentrification lol.' Amid the furor Gomez Bermudez made his own post on Facebook where he insisted the restaurant is meant to feel safe and 'inclusive for everyone. No matter your race, your nationality or your status.' Gomez Bermudez explained he expected the name would cause a stir, but he wanted it 'to stand out and give a positive message' 'Sometimes when you try to really send a message you have to take a chance,' he said. He also said the attention would be good for the business: 'When I see people driving, they start taking pictures. They laugh. Some people ask, why the name? That gives you a little bit of marketing, too.' In an interview with Gothamist, he added: 'Whitexicans, the meaning for us is that everybody belongs here.' Several people online also expressed their support for the restaurant's name. 'No idea what kind of food to expect but I actually like the name,' one person wrote on Reddit. A commenter on Facebook wrote: 'I’m so excited for Whitexicans to open! Mexican culture with American favorites feels perfect for New York, especially right here in Jackson Heights where the whole neighborhood is a big melting pot...' Gothamist interviewed some locals walking by the restaurant who also had no issues with the name. 'It’s very original,' said Carlos Garcia, a Jackson Heights resident. 'I like the name.' Chris Perez, a resident of the neighborhood, said: 'To me, it’s cool. I am intrigued.' All of the press and buzz sorounding the restaurant may have paid off in the end, as Gomez Bermudez said Whitexicans has been busy every day since it opened. Co-owner Mesa emphasized the 'All humans are legal' sign patrons are greeted by when entering the restaurant to counter claims that the business is divisive. 'Whitexicans is love. Whitexicans is inclusion,' she said.
