A dining establishment in Cheadle Hulme, Greater Manchester, has undergone a rebranding initiative in response to criticism surrounding its previous name, deemed offensive by some. Initially named ‘JAP TO GO’, the Japanese restaurant faced backlash for a name that residents found to be reminiscent of a derogatory term. Following an apology and an explanation of the name choice in April, the restaurant’s proprietors have fulfilled their commitment to change the name, revealing the new identity as Nara Roll.
Owner Karim Mansour expressed, “Transitioning from ‘JAP TO GO’ to ‘Nara Roll’ marks a fresh chapter grounded in respect and community. A few months back, we communicated a crucial message to our patrons. We acknowledged that the name ‘JAP TO GO’, although not intended to cause offense, was deemed offensive by many. We pledged to listen, learn, and effect a change. Today, we are thrilled to announce that we have honored that pledge. Our establishment now goes by the name Nara Roll.”
Explaining the rationale behind the new name, Mansour stated, “We selected Nara due to its significance as one of Japan’s historical and cultural hubs – a place of beauty, depth, and memorability. ‘Roll’ resonates with our passion for sushi rolls, ice cream rolls, and the ethos of moving forward with innovation and freshness.”
Acknowledging the challenges faced during the rebranding process, Mansour expressed gratitude to customers for their unwavering support. He emphasized, “With over 290 Google reviews and an outstanding 4.9-star rating, we are proud to be among Stockport’s top-rated dining establishments. While our name has evolved, our essence remains unchanged. We are the same dedicated team, offering the cuisine you cherish, and committed to sharing the finest Japanese street food and sushi with our community.”
Mansour had previously clarified that the initial name segment was intended to signify Japanese Authentic Perfection, but local residents found it offensive and uninformed. Social media criticism prompted discussions on the inappropriateness of the name, with one individual stating, “It is a very offensive word to Japanese people so it would be appropriate if you change the name and never use the word as stand for Japan.”
In response to the feedback, Mansour conveyed his regret, saying, “We’ve heard your feedback, and we extend our sincere apologies to those who were distressed or offended by our restaurant’s name. When we introduced ‘JAP TO GO,’ our aim was never to cause harm. The name was meant to embody: J – Japanese, A – Authentic, P – Perfection. Nevertheless, we now comprehend the impact of the name. I want to express my heartfelt stance.”
Mansour further added, “I have always held a deep admiration for Japanese people, culture, and cuisine. My aspiration in establishing this restaurant was to celebrate and share the splendor of Japanese culinary traditions with my local community. We understand fully now that our restaurant’s name caused distress and offense, particularly within the Japanese community. That was never our intention, and we are genuinely sorry for the pain caused.” Despite financial constraints at the time, Mansour affirmed his commitment to rebranding the establishment when feasible.