What seems like an otherwise typical, homey diner in Santa Barbara used to be part of a restaurant chain carrying a much-criticized racist theme from the 1950s. After going through a serious rebranding, the restaurant is now booming with business.
Chad’s Cafe used to be called “Sambo’s” -- a name based on the 1899 children’s book “The Story of Little Black Sambo” which became the inspiration for most stereotypical caricatures of Black people (big red lips, bulging eyes and jet black skin). For a while, the story behind the restaurant’s name was that it was a combination of the names of the previous owners: Sam Battistone Sr. and Newell Bohnett, according to SFGATE.
However, the restaurant’s branding images were damn near identical to the book’s pictures. The little boy holding the green umbrella (minus the pickaninny imagery) toddling around with a tiger was on the face of the menu...plus a stack of pancakes.
After its opening in the 1950s, a chain of Sambo’s spread across the country -- about 1,100 in almost every state. It wasn’t welcomed by everyone, though: Protests across the next few decades cost the chain millions. By the time Chad Stevens came into ownership, the pressure cracked down on him to change the theme — particularly during the 2020 racial reckoning inspired by George Floyd’s murder.
Read more from SFGATE:
In June 2020, after pressure from a local activist, petitioners and city officials, the restaurant posted this message on its Facebook page: “Our family has looked into our hearts and realize that we must be sensitive when others whom we respect make a strong appeal. So today we stand in solidarity with those seeking change and doing our part as best we can.”
For a brief time, before changing the name to Chad’s permanently, the restaurant put a peace symbol with “& Love” over the previous name.
That year, Stevens changed the name to Chad’s Cafe, and the restaurant has been doing just fine keeping customers happy since. According to KEYT News, the “sambo themed” pictures framed on the walls were replaced with vintage photos of Cabrillo Boulevard.
Stevens told reporters he already wished to name the spot after himself, but the call for change encouraged him even more. His wish was granted and now the community can enjoy the establishment without feeling offended.