Via the Arizona Republic: Anger brewing over coffee shop’s name

Based in conservative Salt Lake City, Bad Ass Coffee Company of Hawaii Inc. has more than 50 locations throughout the country and in places such as Japan and the Virgin Islands.

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According to the company, the store’s name derives from a legend, posted prominently at www.badasscoffee.com.

“The native people of Kona, Hawaii, remember the days of the ‘Bad Ass Ones.’ The bellows of the donkeys could be heard echoing through the mountains as they hauled the heavy loads of coffee up and down the mountainside.”

Despite the legend, Councilman Gary “Doc” Sullivan said the name shows “poor taste.” The franchise is in his district.

“It’s named after a donkey, but you know, this is still a family community, and I just feel stuff like that is inappropriate,” said Sullivan, who is up for re-election Tuesday.

I simultaneously find it amusing and understand why residents might object.

From a business point-of-view, one has to admit that it certainly is an attention-getter. And given the crowded coffee marketplace, that’s smart.