A new restaurant in Queens, New York, is stirring the pot—and not just in the kitchen. “Whitexicans,” which opened its doors on October 9, is under fire from the outrage brigade over its unapologetically cheeky name. Critics are clutching their pearls, calling the branding “insensitive” and “ignorant,” while the owners insist it’s satire with a purpose.
The restaurant, run by Colombian-born entrepreneurs Mateo Gomez Bermudez and Manuela Mesa, serves what they describe as 100% authentic Mexican cuisine with a modern twist, all priced affordably between $10 and $20. But instead of celebrating immigrant entrepreneurship, the usual suspects are trying to cancel the place over the name alone.
The term “Whitexican” is often used pejoratively in Latin American discourse to describe lighter-skinned Mexicans who benefit from socio-economic privilege—essentially, it’s a classist label wrapped in post-colonial grievance. But for Gomez Bermudez and Mesa, the name was chosen intentionally to spark conversation and challenge stereotypes.
Gomez Bermudez explained to the Daily Mail:
“People are taking this the wrong way. The only people who are hating on the business are the ones who haven’t tried it.”
He further explained the name was inspired in part by his Mexican wife, underscoring the personal significance behind the concept. In fact, co-owner Mesa doubled down on their mission by highlighting the “All Humans Are Legal” sign that welcomes diners, countering claims that the restaurant is divisive.
“Whitexicans is love. Whitexicans is inclusion,” Mesa told reporters.
As expected, local activists and keyboard warriors wasted no time expressing their disapproval. Cristina Furlong, a community organizer and co-founder of Make Queens Safer, tied the restaurant name to everything from Trump-era immigration policies to racial insensitivity.
“It’s just not nice or kind to joke about what some people consider racist terminology,” she said.
A Facebook user accused the owners—who are not Mexican—of promoting “white supremacism,” calling the move “ignorant” and “naive.” Meanwhile, a Reddit post in the Jackson Heights community was flooded with negativity, though some admitted the name at least got their attention.
“Wow!!!!!!! Not even trying to hide the gentrification lol,” one commenter wrote, apparently unaware that Latino immigrants opening a restaurant in Queens hardly counts as gentrification.
Still, not everyone is buying into the outrage. Many locals and commenters found the name intriguing, even refreshing.
“It’s very original,” said Carlos Garcia, a Jackson Heights resident.
Another local, Chris Perez, added: “To me, it’s cool. I am intrigued.”
Even on Reddit, a user wrote:
“No idea what kind of food to expect but I actually like the name.”
Another Facebook commenter celebrated the opening:
“Mexican culture with American favorites feels perfect for New York, especially right here in Jackson Heights where the whole neighborhood is a big melting pot.”
Gomez Bermudez is the first to admit the name was meant to stand out—and it’s working.
“When I see people driving, they start taking pictures. They laugh. Some people ask, ‘Why the name?’ That gives you a little bit of marketing, too.”
Despite the backlash, the restaurant has been busy every day since opening, proving once again that the loudest critics often aren’t the paying customers. The owners believe they’ve tapped into something more than just a culinary niche—they’re creating a space where identity, humor, and food intersect without needing to bend to the whims of political correctness.
“Sometimes when you try to really send a message, you have to take a chance,” said Gomez Bermudez.
