News

Illegal Pete's won't change name, despite pressure from Latino groups

Owner Pete Turner said the chain's name is not a reference to immigrants who enter the country illegally, but comes from a novel and the name he shares with his father.

November 7, 2014

Despite pressure from some in the Latino community, the owner of Illegal Pete's says he won't change the name of his 19-year-old fast casual burrito brand, according to the Denver Post.

Owner Pete Turner said the chain's name is not a reference to immigrants who enter the country illegally, but comes from a novel he read, and from the name he shares with his father.

Quoting a statement on Pete's blog:

"The word 'illegal' means many things. In this statement, I have outlined what it means to me. So, I will not change the name of our company. We welcome you, and all humans, to visit our restaurant; to get to know us, and to form your own opinion, and hopefully create a meaningful relationship with Illegal Pete's and other humans while in an atmosphere that celebrates individuality and relaxed human connection."

Activists have said they plan to continue to press Turner for a name change.