A Japanese restaurant in Cheadle Hulme, Greater Manchester, has undergone a rebranding after facing criticism for its controversial name. Originally named ‘JAP TO GO’, the eatery sparked outrage among locals who deemed it offensive due to its perceived similarity to a derogatory term. In response to the public backlash, the restaurant owners issued an apology and explanation for their naming choice in April. Keeping true to their commitment, the establishment has now officially changed its name to Nara Roll.
Owner Karim Mansour expressed, “Transitioning from ‘JAP TO GO’ to ‘Nara Roll’ signifies a fresh start rooted in respect and community values. Several months back, we communicated a crucial message to our patrons, acknowledging that the former name, though not intended to cause harm, had caused offense to many. Today, we are pleased to announce the realization of that commitment with our new identity: Nara Roll.”
Explaining the rationale behind the new name, Mansour elaborated, “The selection of ‘Nara’ was inspired by the rich history and cultural significance of the city in Japan – a name that embodies beauty, meaning, and memorability. ‘Roll’ symbolizes our passion for sushi rolls, ice cream rolls, and the ethos of progressing creatively and freshly.”
Acknowledging the challenges of rebranding for a small independent business, Mansour extended gratitude to loyal customers for their unwavering support. Despite the name change, he reassured patrons that the essence of the restaurant remains unchanged, with the same dedicated team, beloved cuisine offerings, and commitment to sharing the best of Japanese street food and sushi with the local community.
For Mansour, ‘Nara Roll’ signifies not just a name change but a new chapter characterized by respect, flavor, and a deep appreciation for the community that has embraced the establishment.
Previously, Mansour had clarified that the initial name, ‘JAP TO GO’, intended to represent ‘Japanese Authentic Perfection’, however, local residents found it offensive and uninformed. Social media users called out the restaurant earlier this year, criticizing the use of the term. In response to the backlash, Mansour expressed regret and offered a sincere apology to those who were hurt or offended by the former name, emphasizing his genuine admiration for Japanese culture and cuisine.
While initially stating financial constraints on an immediate rebranding, Mansour affirmed his commitment to changing the name when feasible.