A cafe has recently come under fire due to its apparently ambiguous name.
Based in Coventry, Connecticut, some locals are finding political meaning in the choice of the establishment's title.
The coffee shop in question was recently opened by owner Carmen Quiroga a couple of weeks back (January 19), and opting for a slogan of 'Wake up and have a coffee', Quiroga named the cafe 'Woke Breakfast & Coffee'.
"I'm a Mexican," Quiroga said. "I don't know anything about what 'woke' means to some people."
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Recently becoming a bit of a buzzword, Dictionary.com defines 'woke' as not only the simple past tense of wake but as also 'having or marked by an active awareness of systemic injustices and prejudices, especially those involving the treatment of ethnic, racial, or sexual minorities.'
While many saw the cafe's name just as Quiroga did - especially with the sunny-side-up fried egg stepping in for the 'o' - others were far from pleased.
The choice of name spurred a political backlash among local residents.
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In now-deleted, posts to a private town Facebook group, dozens left disparaging comments about the new business, according to Lisa Thomas, the Coventry Town Council chairwoman.
One Facebook user wrote: "Naming it ‘woke.’ Is that really such a good idea?" with a comment on how the name of the cafe would turn off potential Republican visitors.
The outrage was so rife that The Coventry CT Citizen's Open Forum had to step in and issue a statement of support to Quiroga and her establishment.
Taking to Facebook, administrator Tonya Landrie Ohlund wrote: "Just a word of warning, anymore ridiculous comments about the name of the new breakfast place in town will be deleted.
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"If you are that close-minded that you can't grasp that the name is referring to the fact that it is a breakfast establishment and nothing more, then just keep that to yourself and move on," she added.
"It's disgusting to read that residents are going to refuse to support a business that is trying to grow in our awesome little town because you don't like what they've named it, without even knowing anything about how they chose that name.
"Just stop," Ohlund concluded.
Coventry’s Republican Town Committee has also come out in support stating: "While the name at first may set off some conservatives’ alarm bells, it is clear that the owner never intended for it to be a political statement."
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After already spending thousands of dollars on logo branding for menus, cups and other items, business owner Quiroga has revealed that she does not plan on changing the name of the cafe.
Some loyal customers have since rushed to Woke's defence, sharing their support via the cafe's Facebook page.
One Facebook user posted: "I love the name. Some people are taking it way too seriously."
Others took the opportunity to praise the clever branding, with a third person writing: "I love your logo and how you use the imaging. Congratulations on your business."
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Some were totally baffled by the negative reactions: "I literally can’t believe how many people are too dim to understand you’re called Woke because you’re a BREAKFAST RESTAURANT and it’s a cute name."
Topics: US News, Food and Drink