Sambo’s Restaurant Plans to Rebrand Amid Calls for Boycott

Sambo’s on Cabrillo Blvd in Santa Barbara | Robert Young/Flickr/Creative Commons License

By Lauren Bray, edhat staff

Local restaurant Sambo’s plans to change its name and rebrand following calls to boycott for its racist name.

Santa Barbara resident Rashelle Monet started a petition on change.org earlier this week to change the name of the historic restaurant due to its racist roots. 

In American history, the term “Sambo” has been used as an identifier of a Black man, specifically in a degrading context in literature and minstrel shows.

“Sambo, the typical plantation slave, was docile but irresponsible, loyal but lazy, humble but chronically given to lying and stealing,” historian Stanley Elkins wrote. “His behavior was full of infantile silliness and his talk inflated with childish exaggeration.” Education specialist Jessie Birtha explained that “the end man in the minstrel show, the stupid one who was the butt of all the jokes, was Sambo.” [KCET]

Illustration from “The Story of Little Black Sambo” (Wikimedia Commons)

The restaurant chain started in Santa Barbara in 1957 by Sam Battistone Sr. and Newell Bohnett. They combined Battistone’s first name with the first two letters of Bohnett’s last name, and called the diner Sambo’s opening June 17 on beachfront Cabrillo Boulevard. They offered bottomless, inexpensive cups of coffee for 10 cents and a full breakfast for $1.25. 

On the walls were seven paintings of the story of “Little Black Sambo,” a retelling of the popular children’s book Little Black Sambo that was written by Helen Bannermen, a Scottish woman living in India. The book was published in America in 1900. With each reprinting, illustrations became more caricatured and offensive with the story being reset in Africa or the American South, reports KCET.

There were 40 Sambo’s Pancake Houses by 1965, during the civil rights movement, with handmade murals on the walls and Sambo dolls sold in every location, even Sambo masks given to each child. At its height, Sambo’s had 1,117 locations in 47 states. 

As the chain grew so did objections. Civil rights leaders and city councils began to object as protests and lawsuits in the 1970s challenged the name. The owners pushed back contending it’s based on the founder’s names and only a small portion of people have an issue with it, but they also changed the name of some restaurants to “No Place Like Sam’s” and “Jolly Tiger.”

Jolly Tiger, Sambo's
Jolly Tiger sign inside Roy’s restaurant on Carrillo Street | Thomas Hawk​/Flickr/Creative Commons License

Financial issues and company restructuring led to eventual bankruptcy that forced the chain to sell or close all locations, except Santa Barbara where it still stands today under the original “Sambo’s” brand.

In 2014, Battistone’s heir and Sambo’s owner Chad Stevens told The Daily Beast, “We do get the occasional complaint. They want us to know the controversy of the name. And yet for every complaint, there are about 1,000 people who say, ‘Wow, I can’t believe it’s still here’ — or ‘Open another one in our town.’”

Monet’s petition to change the name garnered over 2,500 signatures as of Thursday with the plan to protest as she reached out to local officials.

Santa Barbara County Supervisor Das Williams reached out to Monet stating, “Few people have ever accused me of being capable of being silent, but I accept your challenge. The name has always bothered me, despite knowing that the origins had to do with the owner’s nickname. It still strikes me as being a bizarre anachronism that is hurtful because of the history of that term.”

On Thursday morning, Monet took to Facebook to announce Sambo’s owner had reached out and wants to change the name. Sambo’s then took to their own Facebook page to make an official announcement stating they will be changing the name of the restaurant and while the future name is uncertain, it will not be Sambo’s.

“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. We will block out our sign with a message of peace and love as soon as possible and we are looking to work with the community to determine how we go forward. Please join us in this message of peace and love. 
Also please know we do not tolerate racism or violence. We are committed to being part of a long-term solution. And we ask our customers and neighbors to join us in that pledge,” the restaurant stated.

Monet additionally started a fundraising page to help the restaurant rebrand. Within a few hours of posting it had raised over $1,700. 

“I also got a call from the owner of the restaurant and he has decided to rebrand! Due to Covid-19, the restaurant has already been suffering and I DON’T want to see it suffer more. He has at least $20,000 in branded inventory as well as an estimated $15,000 in cost to rebrand the restaurant! HE SHOULD NOT HAVE TO TAKE A FINANCIAL HIT FOR STEPPING UP AND DOING THE RIGHT THING!  If 3,500 people donate $10 we can all get through this and inspire change together! Here is the link to the GoFundMe account,” she wrote.

One of the leaders of the local chapter of Black Lives Matter responded to the fundraising effort to help Sambo’s rebrand saying the effort to rebrand is applauded but the community should not raise money for it.

“Sambo’s needs to rebrand but they need to do that on their own dime,” said Simone Ruskamp in an online video message. “Sambo’s changed their name before and then they changed it back… they are committed to dehumanizing Black people. We will not pay them to do the right thing.”

Ruskamp suggested for those who would like to help, to understand who is involved in the specific action, and if it is supported by the Black community. She urged allies to join a student-lead protest demanding racial justice that will take place at 12:30 p.m. near Stearns Wharf on Sunday, June 7, with a march at 2:00 p.m.

Several hours after this article went live, Monet updated her post to state the fundraising account has been removed and shared a screenshot of a response from Sambo’s. 

“A group under the leadership of Rashelle Monet have kindly started a gofundme page to pay for the rebranding of the store. We did not ask Rashelle to do so, nor will we take any of the funds. We suggest Rashelle determine where those funds can be used for [the] good of our community,” the post read.

The fundraising page was deactivated after reaching $2,570.


[Editor’s Note: This article has been updated with a response by the local chapter of Black Lives Matter and Sambo’s Restaurant]

lauren

Written by lauren

Lauren is the Publisher of edhat.com. She enjoys short walks on the beach, interesting facts about bees, and any kind of homemade cookie.

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217 Comments

  1. Interesting – from Wikipedia
    “The once-popular Sambo’s restaurant chain used the Helen Bannerman images to promote and decorate their restaurants, although the restaurants were originally named after the chain’s co-owners, Samuel Battistone and Newell Bohnett.[5] The word and the choice of a black icon by the chain had such negative connotations that, despite the actual origin of the chain’s name, they were contributing factors in the chain’s demise in the early 1980s.[6][better source needed]”

  2. I agree, APS is another totally unacceptable name. We should start a committee to evaluate all the street and place names in town. The committee could develop standards for what is considered offensive, identify all offensive street and place names, and then develop new names to replace them all. Together we can cleanse or city these hurtful names that evoke the terrible destruction and oppression brought to this land by the Europeans.

  3. Pretty sad it took this long, and a Pandemic, and Nationwide Protests. Honestly, this says a lot about the owner. I get that it is costly, but this should have been a no-brainer 50 years ago. I have seen black tourists on the street taking photos of the restaurant and laughing. Basically saying, “Can you believe this still exists?”. Regardless of origin, that name and the sign has been a stain on Santa Barbara’s waterfront.

  4. I think the fact that SB’s population is still 80% white and for some reason minorities cannot afford to live in all areas of SB also needs to be examined. Is SB racist? Is this a sign of a bigger issue with lending, discrimination in hiring, in this town or nationwide? Why aren’t there more minorities living on the riviera, upper east side and the like? Let’s not let this ball stop at Sambo’s, let’s dig deeper and do something to encourage a larger population besides whites in this town – and in all areas of town including Montecito.

  5. It’s about time! What took the SB Sambo’s so long?? Sambo’s restaurants in other communities in CA, for example those in the Central Valley, changed their name back in the 80’s because the name is OFFENSIVE. Santa Barbara would in general be considered more progressive than such communities, so why such an extensive delay? I’ve been scratching my head every time I drive past. I wonder what the tourists think.

  6. Actually the story was about a dark skinned Indian boy who outsmarted a tiger. The original author probably saw the racism/discrmination in India against darker skinned indians – it still exists today [when I was there, the women would use skin lighteners and avoid the sun at all costs – and Indian friends of mine confirmed this bias]. So it probably was meant as a way to uplift the darker skinned Indians out of that stereotype as darker skin implied a poor outside laborer. It got perverted when someone in this country changed the story.

  7. And the swastika was originally a Buddhist and Native American symbol, but acquired a lot of evil baggage in its later usage. The same can be said about the term Sambo. You can’t ignore all those connotations just because they don’t personally offend you.

  8. It took so long because it is a brand associated with good food. A lot of business comes from from returning customers who have a name associated with a great meal. I agree, it’s about time for a change of name for this restaurant. But, that would be the only reason I can think of why it has not been changed.

  9. Glad the article was updated to show Black Lives Matter does NOT support the online fundraiser to help with the brand change. This restaurant chain spent decades silencing Black voices and profited off it. They will pay for their own rebranding or they will close. Simple.

  10. @ 434 and just about everyone else. How does a simple name of a restaurant, a name that was created by taking parts of the two last names of the original owers, become offensive? Don’t like it? Don’t eat there. It’s not like they will go out of business because you don’t. I have been going there since I was about 5. That was 1975. Frankly most of you just look for reasons to cry foul and complain about something that isn’t there. Or make things up to further stoke a flame. So now you set your sights on a historic and locally owned restaurant? LOL Band wagon jumping much? Where were you and your voice before the protests? Why didn’t you shout out loud and protest in front of my friends restaurant until now, if it had “bothered” you so much? Band wagon jumers….just like when an musician dies, suddenly everyone is a big fan. So over this stupidity in this town. Go find a better hobby.

  11. 434 again eh? like i said before, where you before this? were you out in front with your bullhorn and signs? no. you’re just an opportunist. let them be, they harm no one aside of giving people a full belly of good food. My friend is a manager there and is black. Think he gives a damn? Nope. Because it’s a non issue until wannabe’s like yourself start barking.

  12. Sacjon, i pose the same question to YOU. What does it matter if they are called Pink Balls, or Pig Fart Express, or Sambos? It doesn’t. Leave it alone. there are far far more important things to harp about and champion for.

  13. RYAN according to the latest data yes SB is 80% white. If you break down or out hispanics/latin americans they are about 30%. How many of them live in Montecito, the riviera, etc.? Most live in what many “whites” here consider undesirable and/or dangerous neighborhoods. SB is full of hypocrites. Black boxes on FB and holding signs doesn’t cut it folks.

  14. Use the same letters and call it MOSABS and add a character with a magic flute… or BOSSAM and add the Korean Pork dish to the menu..
    Cant do BASSOM, because he was a famous police officer, and we are supposed to hate the police right now; apparently.

  15. ZERO – ummmm, ……. it matters a LOT if they’re called Sambos apparently. That’s actually the single, solitary, exclusive, only, point of this whole article. It clearly matters to a LOT of people. Just because you, a non-black person (and your “black friend”) aren’t offended by this name, doesn’t mean that a crap ton of others (whose racial background and history are strongly affected by the name) have no right to be upset. Get over yourself.

  16. 1:45 – I think you bring up an excellent point. Wikipedia says that as of 2018, the population of California was just slightly over one third White. Back in 1960, that number was more like 90%. However, despite this dramatic demographic transformation white people are still massively over-represented in elected positions, high paying jobs, and property ownership. Perhaps a comprehensive affirmative action and land reform program is needed to achieve a more equitable distribution. Other countries have had excellent results with these types of programs. Changing names is a nice gesture, but if we really want to address the legacy of historical injustice in this country we need to take more concrete and substantive action, right?

  17. Zero – and another thing – since it really” doesn’t matter” to you what the name is, why are you commenting? Maybe, it DOES matter to you. Maybe being forced to confront the feelings of those other than yourself is awkward and uncomfortable. If you truly thought it “doesn’t matter” what the name is, you’d be quiet. But you’re not, because it DOES matter to you in some way. Go ahead and say it, own it. Don’t pretend to be impartial or try to excuse your opposition to a name change because one black “friend” told you they don’t care. Own it.

  18. GROW UP people. Seriously, change the name because of riots? (Which are being paid to happen). When is the last complaint you heard about the name Sambo’s? I’ve been here since it first opened and have never had anyone say they don’t like the name or refuse to eat there because of it. Geez – what is the world coming to?

  19. People live where they can afford. If I”m wrong, and there are instances of a black or mexican family attempting to buy a home in samarkand, or hope ranch, and being turned away due to the fact that they’re not white (or white-ish as your stats suggest hispanics to be), that would be a horrible thing to be exposed in our city. Please, share any incidents where this has occurred, it might help us all better understand that to many, the color of our money simply isn’t enough.

  20. I goofed, this was supposed to be a reply to CORALINEJONES 2:33PM comment. “Most live in what many “whites” here consider undesirable and/or dangerous neighborhoods. SB is full of hypocrites. Black boxes on FB and holding signs doesn’t cut it folks.”

  21. XPANDER – you and zero aren’t from here it seems. There has been calls for them to change their name a few times over the 40+ years I’ve been here since birth. This is not something new, but it is more pronounced given the current situation.

  22. Why downvotes ? Did this hit a nerve with some? It’s easy to scream racism when you return home to your lily white neighborhood but why do these ppl want to live in a lily white town to begin with ? We need to dig deeper here. Why aren’t there more non-whites in our city government? Police? Living in wealthier areas?

  23. RYAN: Why can only whites afford to live in Hope Ranch, Montecito, the Riviera, etc.? Have you asked yourself that question? Is it a sign of a bigger problem/discrimination? Do the ppl who live there not want them there? Do they not want to live there? It seems strange considering there are many very successful and wealthy minorities including black folks in LA yet only the whites seem to come here. What is that all about?

  24. ALL OF YOU – if the name truly doesn’t matter to you, then changing it should not be a problem. It clearly bothers many many people. So, if you’re all being truthful in your opposition, then it won’t matter one tiny little bit if they change the name. It WILL matter though, to so many others. Again, unless you’re really just a closet racist, it won’t matter if they change the name, except to those who are offended by it. Don’t worry, I doubt they’ll change it to “Cracker McWhitey’s” or something, but if they do, you’re free (and encouraged) to scream for change. Until then, simmer down or own your opinions.

  25. Had breakfast there 2 years ago. A guy in our group wanted an apple juice, …. it was nearly 5 dollars. When he asked for a refill they wanted another 5. That location had people out on the street waiting for a table every morning…..I’m not sure they need the money for a name change. There are many people all around you that need the help more. …..And the name was insulting for a long time before now.

  26. JUSTAGUY – you ADMIT the name was insulting. So why not change it? Just because it has been insulting “for a long time before now,” doesn’t mean it shouldn’t be addressed. In fact, that it has been offensive for so long is even more reason to change it. How is this even an issue? If the name bothers so many people, for so long, just change the damn name!

  27. Hey Mike, my friends and I have been protesting. Taking breaks from our jobs without pay to do so. I didn’t realize we were supposed to get paid, where can I get my check? Take your conspiracy theories to other websites please.

  28. Change the name because it is offensive to many and will not be good for business in the future. I guess it depends on the bubble you choose to live in. In 25 years, I know of only one local person who would go there. Visitors from LA, Ohio, New York, Texas and Florida have all remarked on how shockingly out of place it seems. (polite speak for WTF is that?)

  29. 3:21 – exactly….. “my white buddies don’t have a problem with it, so why should anyone?” This is the problem, not just with Sambos, but with this whole thing. White people saying they haven’t seen any racism, so there must not be. Try, just once, thinking about another person’s feelings and point of view. It’s not all about you!

  30. How does that logic work out? No, I haven’t personally heard of a complaint about their name. Been going there off and on since I was a kid. I have always been aware of the name and the controversy, but never heard of a complaint about it. All my friends were born and raised here, just like I was. Still trying to figure out your logic how you have any idea at all, let alone a good idea about the people I hang out with lol.

  31. Can just ONE person tell us why we should NOT change the name? Why? And no, “because it doesn’t matter” is not an answer. What adverse affect will it have on you or anyone you know if a restaurant that most of you admittedly don’t frequent changes it’s name?

  32. Political correctness has hit a new low with this. As Chip of SB says further downthread, (sarcastically? I’m not sure), perhaps it’s time to consider renaming a LOT of offensive local street and place names while we’re at it. Start with APS. Father Serra was reportedly NOT a nice man to the local Indians. Also, the name “Santa Barbara” absolutely must go. The Roman Catholic church was responsible for a huge amount of suffering by the indigenous people, and I’m offended that this lovely town carries the name of one of its saints. I’ll suggest Dolphin City or maybe Chaseville, to honor Pearl Chase. We certainly don’t want to offend anyone.

  33. For Pete’s sake. Why go down this slippery slope? What’s next? Is someone going to come to my house and demand that I burn my copies of Little Black Sambo? (Mustn’t tell anyone I have a collection of Sambo’s coffee wooden nickels and a vintage Sambo’s menu. )Is eBay going to ban selling Little Black Sambo books on its site? (793 copies for sale at this moment.) ———-Racist or a part of our history? When I was young there were three Sambo’s restaurants in Santa Barbara. Sam Battistone = Sambo’s. The Battistone family was well-respected and gave much back to our community. For all those ignoramuses out there: Little Black Sambo was a child in INDIA. Not an African black child. No tigers in Africa. Stamping out racism in USA: is the USA going to ban all Br’er Rabbit books, tossing them into a pile and lighting them on fire like those other EVIL banned books and rock ‘n roll/Beatles/Disco records? What about Dr. Seuss’ book “If I Ran the Zoo?” Shall we demand that the title be changed, all vintage copies be destroyed and the men black men portrayed barefoot and in grass skirts be changed to white men in pith helmets? This bizarre idea that somehow Santa Barbara is “helping” combat racism by changing the name of one of our historic restaurants is just plain myopic and ridiculous. I hope this idea is axed, pronto. —————First things first, though. Enough about APS and Cabrillo Blvd. That street name “Indio Muerto” really has to go. /s

  34. Fernald – it “can,” but in a case like this, where a well known chain with a controversial name changes that name, it’s going to be just fine. Tourists don’t come to SB to dine at Sambo’s. Locals who know it will still go, even it the name isn’t offensive. It will be big news (as it has in the past) and everyone will know what happened. Yeah, if this wasn’t such a big issue, people might not know and then I can see business having to re-advertise, etc., but not here. So what is the REAL reason?

  35. Glad to see so much support for those to keep the Sambo’s name. I’ll soon be opening a restaurant titled “Micks & Dagos” and I’m so happy to see my new customer base is supportive. We’ll have paintings on the wall of drunk white people fighting and harming others. It’ll be great, see you there!

  36. I want to say you lost me at “For Pete’s sake.” But I thought, “Why not go ahead and take a ride down this slippery slope (oh, yes there it is) of spewing a bunch of irrelevant facts that simply reveal that you did not read the article and/or have no critical thinking on the issues it presents.” Relax, you can keep your spoons and books, or go ahead and sell them on eBay. A lot of serious curators are putting together collections that illustrate and educate future generations on the the history of racism in our country.

  37. Come on, that restaurant will have no problem getting customers in the door. It’s not like there’s a huge national fan base clamoring to eat at Sambos–people go there because of the location.
    In fact we don’t go there because of the shitty, racist heritage of the place. They go through with this, we will give it a shot.

  38. So what’s your point? Because a lot of other bad things happened, we shouldn’t address THIS bad thing? One thing at a time, please. But if you want to lead the effort on those other things, I fully support you. I am sure this is not your intent, though. Your intent is to preserve the status quo.

  39. Sambos has (non hostile) occupied that location for decades. It’s just as much a fixture on Cabrillo as any other hotel down there. To see some young gal sway the owners to change the name is shameful! It’s a name based on the founders. Businesses need to stand firm. If she’s so amazing, she should start her own restaurant. I mean, should I as be offended by Farmer BOY!? Harrys? (might mean she’s hairy), Natural Cafe (does that mean they don’t wash the veggies), Casa Blanca (it’s not actually a white house).

  40. BORN – like most of the rest of white people here, you’ve missed the point. Just because it has been here “for decades” doesn’t mean squat. The name is offensive, not the business. It is offensive to black people. It is “shameful” to oppose the name change for your reasons.

  41. The present owner, grandson inheritor, has had his sign and building vandalized multiple times by the “concerned citizens” who are “offended” by the name. If he bows to the pressure now it is going to be because he fears his building will be torched in the name of black power. Where does it all end? Books in the schools are now censored to remove “offending” words, or forbidden entirely. These impingements on freedom do not quell racism, any more than rioting is protest.

  42. Yes, all the rioting and violence is a result of white supremacists infiltrating otherwise peaceful and non-violent protests. ANTIFA has absolutely nothing to do with any of the violence and destruction that is occurring. ANTIFA is a peaceful organization that promotes change through exclusively non-violent means. No, ANTIFA had nothing to do with the violence, its all those white supremacists who are to blame…

  43. According to the article, the owner already decided to change the name. So, all your crying and stories of you “friends not complaining”are falling on deaf ears. It is moot. The name is changing. If you don’t like it, don’t go. Or better yet, go out and protest it so we can all see who you are!

  44. BORN – no, I’m saying you’re probably a racist if you cry and moan this much about changing a name of a restaurant and call someone “shameful” for trying to make a change. “Poser?” What are you, 11 years old?

  45. I know my intelligence is debatable LOL and I’m subpar at best, but you stated:
    Change the name and everyone (well except the racists like you) are happy!
    Where does that statement indicate PROBABLY? Right, it does not. FACT. And here in lies the part of the problem. People PUSHING their ONE SIDED agenda. Good luck. So many Chiefs these days, they all know what’s best, don’t they. Enjoy.

  46. Any six letter name will work. Replace or scramble the current letters. Tiger’s. Sammy’s. Yummy’s. Then put up a plaque explaining the history. People will still want to eat diner food on Cabrillo. Sambo’s will live in history. I remember the cute drawings of a little boy. The tigers make him give them his clothes. Then they chase each other around around a palm tree until they turn to butter. The tigers turned to butter! For my pancakes! Memorialize the joy of my youth and move on.

  47. I was born in 1957. Same year and month, maybe day that the first Sambos Restaurant was founded on Cabrillo. We moved from Detroit to California in 1960. For the next decade, our family traversed route 66 annually to visit family and buy a new car – seriously.
    I learned to swim at a motel in Yuma, learned about Pine Trees in Flagstaff, silver and turquoise from an Indian merchant in Albuquerque, hail in Texas and tornados in Oklahoma. Springfield was a treat because it was the home President Lincoln. Chicago was where you felt home, the Great Lakes effect and there was a restaurant bridge over the freeway announcing we no longer on Route 66, and on the home stretch to Motor City.
    In 1965, I navigated for my eldest sister, an art student at UCLA who declared her independence by the two of us making the trip together, alone. I remember my very cool sun hat flying out the window and my sister crying when a pigeon lodged into the front grill of her Ford Falcon.
    Every morning we ate pancake breakfasts at Sambos Restaurants. It was part of the adventure. It was a treat! It is part of our history.
    I also had a blue covered copy of the book. I never identified Sambo as of a particular race or color. To me the title and text designation as “black” was simply descriptive. I was racially color blind. I still am. What I remember clearly was Sambo, what impressed me about the book was Sambo was a hero. He saved his community and did it with intelligence, leadership and guile.
    Granted I have not looked at the book in probably 40 years, but if this is my memory, impression from childhood memories. If there was subliminal racism there, it got lost on me.
    Why the hell does anyone want to erase this from anyone’s history! My history, the Battistone family history, the history of firsts in Santa Barbara is as important as everyone elses.
    Chad, please do not let current events lead you to deny your family legacy. Sam Battistone was not a plantation owner. Das, if you truly believe in this position, that we should deny our connection, the Santa Barbara community from the Battistone family philanthropy. Then, let’s go for the Court House: A paradigm of Spanish Colonialism in whose rooms Santa Barbara’s incarcerated receive their sentences.

  48. FINEFABRICS – ” I was racially color blind. I still am.” Fine, but you’re not listening to the cries for help by other races. Equally importantly, you and the other “non racists” here are missing the point drastically. No one said the business or the owners were racists, just the name of the place. Your memories are cute, but Sambo wasn’t just a children’s book (I read the same one at my Grandparents’ house many times and loved the “Tiger butter” part), it is a NAME that was used throughout our history to ridicule and insult African Americans. That name, not your memories, not the story, is OFFENSIVE to many people. Why don’t you just listen to them? You shut them out by crying foul over a simple name change. Hear their words, their feelings. Maybe if more people LISTENED to others, we wouldn’t be here with all this!

  49. Kudos to the owners. Having a plaque made with the history would be appropriate. Is the place an historic landmark? It could be, when they change the name. We moved here in 1978. Saw that name on our first night here. I have never eaten there. I never said anything to anyone. If they change the name, I will go in. And so will my kids…..and my grandkids.

  50. For simple visual proof of why this is offensive, everyone should just Google images for the word Sambo. Post back here If you are not offended by the everything you see. (except for those mixed martial arts fans) Those associations are enough to end this discussion. Save your nostalgia for those quieter times when your insular privilege wasn’t such a bad thing.

  51. I have a simple solution. Chad should buy Roy’s Jolly Tiger sign and that should be the new name. That would honor the history of the chain and put to rest the fantasy that there was no historical objections to the Sambo’s name.

  52. FINE – uh, we ALL know everything you said, and that’s what I was responding to. Your words, your stories were posted here BY YOU and I still say, you’re not listening to those in pain. Until you are, stop pretending to care.

  53. Really, if we post scurrilous images of Caucasians distributed by the Japanese during WWII would that mean that we just ignore the historical cause of this stuff? Is there any evidence that the restaurant chain wanted to adopt the awful caricatures? Was the original story about racism? Let’s not even ask.

  54. Once again, you don’t know me, my post route 66 with family adventures, history and actions in the community, who I listen to or what messages I discount. What I will tell you, leveraging for a name change to a historical landmark, obviating the history of others is not the route to the change you are looking to make, if I’m reading you correctly.

  55. I had heard he was reaching out to people earlier this week due to threats being made against the business and the sign would come down whether he took it down or not. I’m only sorry that it is coming down due to threats of violence and since I heard about it on Monday long before this article trusting myself sources.
    I like Sambos food ( not during tourist season wont go as theres to many people) but my visits there infrequent. Personally I think it’s a problem of his own design, the creepy Little Black Sambo memorabilia scattered about made me uncomfortable and could never figure out why Chad wanted to accentuate that. It wasn’t a homage to his family or the Indian Prince depictions in the late 70’s that the restaurants had. He could have avoided all this by making the mascot the tiger years ago and branding it that way, maybe even keep the full name but he chose to go another way with the dolls and racist books displayed. The only real protests of note I can recall were visiting academics to UCSB in the past, although you definitely feel you had to explain it to out of towners.
    Also by the way whoever says Santa Barbara is 85% white, google better just use the US Census Bureau online not non census bureau internet sites. US Census lists White as 56.2 % and Latino Hispanic including part as 36.5 % and considering Latino/Hispanic is generally underrepresented in reporting with those who are undocumented that number should probably be higher.

  56. Fine fabrics, no one will take away your memories. No one is erasing history. All the other Sambo’s restaurants are gone, but your and my happy memories remain. It’s a small thing for people like you and me to let go of the name. The unfair, unkind treatment of Black people in our society is not a trivial detail. If a significant number of people are hurt by the word Sambo, I can let it go.

  57. @Finefabrics, this is a lovely collection of memories and I highly recommend you pen a memoir, or some short-form prose. Once it’s completed, have your grandchildren place it in your coffin, because that’s where it belongs. Your fond memories of a name that causes SO many others aside from you pain are yours, not ours. And they are no more important (arguably, less important) than the collective memory of pain and oppression that affect many. But tell us some more about your cool sun hat.

  58. Fine, it’s a great sentiment, but very few human beings are “racially color blind”. Things that you took for granted when you were young, that were essentially invisible to you, caused millions of people great pain, but I don’t think anyone is trying to erase this history–Sambo has been known as primarily a racial stereotype for well on fifty or sixty years now. That history is well established and won’t go away because the owner of the family renames it.

  59. Minibeast–who are you calling ignorant? You don’t understand that portraying the Indian child as a classically racist “pickaninny” caricature is exactly why the whole thing is clearly racist? It’s the notion that all those “wogs” are interchangeable savages.
    Why do people like you get so caught up in an all or nothing fantasy that changing the name of the restaurant means that Antifa will be kicking down your door to seize your racist memorabilia? Grow up.

  60. How many of you victim claiming right wingers have even read the history of the term “Sambo”.
    “By 1957, the name Sambo already had a long and controversial history. Since as far back as the 1500s, the name had been used to denote a black man. By the 19th century, “Sambo” had become an archetypal degrading character in literature and minstrel shows. “Sambo, the typical plantation slave, was docile but irresponsible, loyal but lazy, humble but chronically given to lying and stealing,” historian Stanley Elkins wrote. “His behavior was full of infantile silliness and his talk inflated with childish exaggeration.” Education specialist Jessie Birtha explained that “the end man in the minstrel show, the stupid one who was the butt of all the jokes, was Sambo.””

  61. My memories are my memories, and they are not attached to the name, but it is the brand of the restaurant independently and for good and clear reason independent of racism. We are a brand society today, and to demand, threaten and collectively target the restaurant to change its brand identity is destructive. I prefer constructive change.

  62. There were 2 houses on my street that recently sold. I had absolutely zero idea who was moving in until i saw them unloading the Uhaul. Do you know how much work it would take to get in deep with the local real estate agents, research all the potential buyers, reach out to all lenders, build a strong relationship with them, and then influence who they let buy the home and move in? That is insanity.

  63. Here’s the link to the original “Little Black Sambo” with original illustrations. It takes 5 min to read. https://www.gutenberg.org/files/17824/17824-h/17824-h.htm. I remember reading it as a kid . The story shows a HAPPY, RESPECTFUL, FUNCTIONAL family, with a love for eating lots of pancakes. In the story little black Sambo shows COURAGE, KEEPS HIS WITS, and OUTSMARTS 4 dangerous tigers and brings home a pot of butter for his family. This story presents Sambo and his family very honorably . Sorry to see the restaurant have to change it’s name.

  64. My parents took us to Sambos for breakfast many times up in our town Northern California. I thought the murals on the walls were interesting, and I had no concept of anything as culturally insensitive. I was just an elementary school kid who wanted too much syrup on my pancakes. The one in Redding just faded away until I came to SB and I saw the lone one remaining near the harbor. I’ve never gone. I just wonder what we see now as normal and acceptable will be considered as vile and offensive 40 years from now.

  65. “Every record has been destroyed or falsified, every book rewritten, every picture has been repainted, every statue and street building has been renamed, every date has been altered. And the process is continuing day by day and minute by minute. History has stopped. Nothing exists except an endless present in which the Party is always right.”
    ― George Orwell, 1984

  66. Finefabrics, I tried reading this but fell a sleep after page 79. The.name Sambo has had a negative connotation for hundreds of years. The story itself is harmless. I’m also really tired of Boomers saying they are colorblind to somehow distance themselves from reality.

  67. This is a great start, but we have a long way to go. There are so many names in this country that are hurtful. We can’t change the whole country, but we can make a difference locally and help start a movement. A great place to start would be the name of our city. Santa Barbara is a tribute to European colonialism, to Christianity, and to the oppression of the native population. We should start a movement to rename our city to something that doesn’t glorify that cruel and terrible period of history. I also think it is distasteful and offensive to name prominent streets after the colonists who inflicted so much harm to the native peoples who once inhabited this land. How can we continue to allow the oceanfront of our beautiful town to bear the name of Juan Cabrillo? Many streets are also named after the families who descended from the soldiers who founded the presidio. Talk about a monument to oppression and injustice. The names Carrillo, Cota, De La Guerra, Gutierrez, and Ortega need to go!

  68. CORALINE – so what? What do you think that proves/disproves about the hundreds of thousands of people that have been offended throughout the country for the past several decades about the name of this chain? Who cares what the manager’s race is? Does he/she speak for everyone just because they work at a place with an offensive name?

  69. And here was my white bread Wisconsin s.o. telling me this evening, although we’ve eaten at Sambo’s ourselves, and my black Step-father used to take us there for breakfast, that “black people don’t feel comfortable going there.” This gave me pause, because as a Santa Barbara High Schooler we used to go there, friends and black relatives and all, sometimes for breakfast before school. Times change. Sensibilities change. I’m sorry to see the place be “rebranded.” Better to be politically correct than to “suffer the slings and arrows” of the offended, I guess.

  70. It is unacceptable that a business like Hooters that objectifies, degrades, and demeans women can continue to operate in 2020. What this business does causes so much harm, that we can equate it to physical violence against women and respond accordingly. The very existence of Hooters is a testament to a long and shameful legacy of systemic sexism in this country and we need to put a stop to it! I think that we should set up a regulatory agency to evaluate all business license holders and ensure that any businesses that violate community standards for decency are shut down. I would suggest forming panels of experts from our great universities in fields such as women’s studies, ethnic studies, and gender studies. These experts could establish community standards and evaluate business license holders on a routine basis to ensure they remain up to date and in compliance. Businesses like Hooters that are found to be offensive or otherwise out of line could be promptly shut down and the business owners could then be held accountable for the harm caused by their selfish and greedy actions. We have a lot of work to do to overcome our country’s shameful legacy of sexism.

  71. The Sambo’s in Davis, where I grew up, changed its name to Seasons in the early 80’s. There was a mural that wrapped around the interior walls depicting the story of a little Indian boy in a turban getting chased by tigers and outwitting them so they chased each other around a tree so fast that they turned into butter, which Sambo then put on his pancakes. I always loved that mural but I even as a kid I found the tiger-butter a bit off-putting. Their pancakes were always served with big scoops of butter and my grandparents had to reassure me it wasn’t tigers! At the time I didn’t know the history of the name Sambo as a slave name or caricature. After it became Seasons they put awful floral wallpaper over the mural and it felt like a Denny’s in there.
    The fact that the story of “Little Black Sambo” originated with a British colonial stereotype about Indians doesn.t make it less racist in an American context. It was the same British who developed African slavery in their American colonies and made “Sambo” a stereotypical and pejorative slave name. This is a good move by Chad.

  72. Coraline, i just laughed so hard i peed a little. i love the pearl clutchers comment and its about as true as the sky is blue. Total participation trophy. this is just ridiculous. frankly, this is just separating more people and seapration by skin color. this thread has black and white all over it…which aren’t colors BTW…they are shades….just sayin’…
    but to attack a restraunts name is a bit over the top, especially when I have several friends that are black dudes and they f’n love that food as do I.

  73. ZERO – I ate there as a kid a lot, read the book at my grandparent’s house. Yeah, so what? How does it make it any less offensive to an entire group of people because you and me (white people) ate there happily? Your logic is lacking. And I never said “we all have been horrified,” I said that many many people are offended my the name, “Sambos.” I’m not unhinged, I’m just trying to get an idea of why you are so opposed to something so minimal that would help us as a community recognize things need to change. Don’t get too full of yourself there lol

  74. ZERO – Nope, not the speaker, just trying to help people listen to others and try to empathize with their feelings. Are you the speaker for ALL white people now? I know you are very proud of your cute remarks, but they make you sound childish and ill-informed.

  75. MumboJumbo . Very clever. Feel free to read the text yourself. The text is about a Indian boy and is set in India. How many tigers live in the wilds of the United States? It is the American illustrations in the American versions of the book that are so horribly offensive.

  76. BUMBLEBEE: “horribly offensive” – there, you said it. Now maybe you understand why African Americans are a little miffed by the name, and now more so, by the stubborn refusal of people like many here to accept that some folks are offended and want our society to change away from accepting “horribly offensive” names as just “fun” or part of “their memories.” Time to change folks, you can go kicking and screaming into the future or you can grow up and accept other’s deep rooted feelings.

  77. Sacjon-Sadly, once the book was published in the US, the illustrations morphed from an Indian theme to derogatory images of African Americans. Those ugly representations don’t change the fact that the book was about a clever Indian boy that outsmarts the vain tigers.

  78. BUMBLEBEE – jayzus…. you’re not getting it are you? No one is offended by the book. The offense that African Americans have been saying for years they are feeling is that the NAME Sambo is offensive as it has been used for a LONG time as a derogatory name for black people. How hard is this to understand? Not the book, not the restaurant, not the owners, not your memories, the NAME is offensive, regardless of the literary and artistic differences between a British and American version of a book that degrades African Americans.

  79. sambo[ sam-boh ]SHOW IPA
    noun, plural sam·bos. Older Use: Now Disparaging and Offensive.
    — a term used to refer to a black person, especially a male.
    — a term used to refer to a Latin American of black and Native American ancestry, or a person of black and white ancestry.
    ________from Dictionary.com.

  80. 2:53 : Thank you for helping me understand. In the original book, there is a Indian boy named Sambo in a story set in India. The book is then published in America. The illustrations morph Sambo and his family into African Americans that are horribly depicted. The name is now hated. Or is it the depiction that is so hated?
    But what if all the editions had been illustrated with an Indian (from India) theme?

  81. BUMBLEBEE – thank you for being open to this. From what I know from my African American friends (local athletes and scholars and apparently at odds with all the “black dudes” ZEROHAWK “knows”), it’s the name and it goes back before the book (https://en.wikipedia.org/wiki/Sambo_(racial_term)). Remember though, the “Indian” in the book was a depiction of the dark skinned West Indians, who were taken as slaves in the Americas. So either way, it is considered truly offensive to all the African Americans I personally know, in addition to likely all in the US.

  82. I used to eat there all the time when I was younger and working I remember “All you can eat fish Frydays.” One time when I was drunk I took the silverware with me when I left they chased me down the street and made me give it back.

  83. Hi ShastaGuy, have you climbed Mt. Shasta via the Avalanch Gutch route? I’m curious and have been wanting to try it, possibly next April. Figured I’d ask because it seems like you grew up there.

  84. It’s all well and good to vilify Sambo’s, but there is one highly charged offensive local street name that must be changed immediately—a name synonymous with Caucasian domination and oppression. I’m referring, of course, to the short street on the Mesa, called White Avenue. It’s ironic, since White Avenue crosses “Fellowship” Road. I wonder if that was an intentional snipe by whoever thought it was a good idea to name a street after an entire war-mongering race—a race that that would go on to spawn the likes of Hitler, David Dukes, Jeffrey Dahmer, Donald Trump, and Charles Manson. “White” Avenue is not culturally appropriate. Its renaming must be put on fast-track by the City.

  85. Except for the fact that black people have been called Sambos for over two centuries. For the last time, the book came way after the racial epithet was coined. People have been complaining about this name for fifty freaking years. Many of the comments here are proof positive of the naivete of much of this community.

  86. CSF: yes, I’ve summited Mt. Shasta via Avalanche Gulch. I can fill you in on important info to keep you safe and increase the probability of reaching the summit. Of those who attempt, on ~30% reach it.

  87. What a shame that Sambo’s feels such hate that it feels pressure to change its sign. There is no malice in the name of their restaurant, this “implied racism” has to stop! The SB community owes it to Sambo’s to stand up for them – keep your name.

  88. Anyone still defending the name is clearly in denial about the overt and subtle systemic racism the has become part of the fabric of our society. This was a racist trope before the restaurant was named and the owners knew full well when they chose the name it that it was a dogwhistle as well as a convenient portmanteu. And with the wink of an eye, generations have attached fond memories to a brand that was designed to perpetuate racism masquerading as a charming children’s story. I also loved the book as a child, but then I grew up and began to see past the fairy tale. The fond memory that I will take to my grave is the day this brand finally gave up the ghost.

  89. No problem with changing a restaurant’s name, but when they do those people-in-the-street interviews, it’s amazing what people don’t know. Given the public’s historical, geographical and literary knowledge base, I wonder what percentage of Americans under about 60 have even heard of the book “Little Black Sambo”. I can understand why some find the name offensive; I find “Hooters” both obscene and offensive.

  90. oops. Anyone alive in 1957 knew the word Sambo was used as a slur against people of color. I heard it all the time growing up in the 60s. I am not accusing patrons of being racist. I am accusing them of ignoring the racist history of the name in favor of the delicious muffins.

  91. Surfergirl, is that as far in to the subject as you’ve gone? I’m guessing you didn’t read the first hand accounts from the many black people against whom the “Sambo” characterization was used. I’m challenging you to educate yourself.

  92. OOPS–come on, seriously, how can you possibly say there is no malice in the name Sambos.
    Have you read anything, anything at all on the history of the term and what it means to so many people. Okay, sure, let’s say the owners of the restaurant had no intent to identify with the racist history of the name, that they were completely ignorant of it. Well, guess what, people brought it up with them over decades–decades, and they still stuck with it.
    Now, if I accidentally name my business with a word that has been used to denigrate millions of people over hundreds of years, and I did it accidentally, mind you…if people were to bring it up and educate me on that, I would say, wow, thank you, I literally had no idea and I would change it.
    Do you not get that?

  93. it’s pretty simple:
    1. yes the name came from an amalgam of the names of the two original founders/owners;
    2. yes, it was a play or pun on the racist story and name Sambo;
    3. yes, we know that because they used to use the racist image of Sambo in their ads and promotions;
    4. yes, it’s beyond time to change the name;
    5. those who complain are willing to perpetuate offensive racist stereotypes and should be ashamed of themselves.

  94. Oh, yeah, exactly–that’s exactly what’s happening. Great comparison, scientist.
    Now please try and point to all all the efforts to scrub the history of Sambos from the internet and all existing documents.
    Oh, but you say, it’s a slippery slope. If this happens THEN what? Re-education camps! Grow up.

  95. Finally, on this topic. 161 comments on the name of a restaurant. So much pearl clutching. Oh, Lordy, why if the name of this restaurant changes, what next?!
    And at the same time millions of people are speaking up to protect American citizens who are being harassed, assaulted and sometimes murdered under color of authority, by people paid with your tax dollars. But this is what people really want to get worked up about? A restaurant name?
    Classic.

  96. CSF: if I get my act together I’ll post an article on the successful summit trip with my two brothers. I’ve actually made 5 summit attempts with the 5th one being successful. Getting to the summit plateau at 14,000’ then looking down onto the Whitney Glacier is a magnificent sight. We’ll figure out how to get in touch.

  97. Hey STEVE O – I don’t doubt your not offended my the name, in fact, neither am I, but that’s not the point. The name is highly offensive to all African Americans apparently, so why not just to the minimum HUMAN thing and change the name? It won’t hurt you, it won’t erase your memories of the place, the food will be the same, everyone will still know where it is, the only thing it won’t still do is offend a large group of our fellow human beings. It’s really not so hard to do the right thing, unless you have no interest in hearing the voices of people who have been oppressed and discriminated against for hundreds of years in this country.

  98. This is not Constructive change and the message has been completely lost.
    Its no longer about the brutal wrongful death that shocked and saddened the majority of people.
    The continued pressure is divisive, we need to come together to move forward.
    Reverse discrimination going on in this community rooted in anger. The buisnesses have been thru enough.
    This is a socioeconomic war and frustration about the Covid shut down. This dark movement has taken on a life of its own.

  99. Charges of reverse discrimination, really, Lorax? That is almost as laughable as your characterization of this “dark movement” as a war and then blaming it on a pandemic. Get a grip. I see this little ray of social enlightenment as a first small step toward those constructive changes you claim to seek.

  100. How about putting Cracker Barrel,White Castle,and Chick Fillet next to Sambos so people wont have to waste time and energy trying to remember who to march against.
    Much more efficient Boycotting when everything that offends snowflakes can be in one place.

  101. I agree with Sambo’s being offensive, and the name should be changed (just change the first “S” to an “R” and they could serve a selection of MREs). That being said, here’s a whataboutism for you: “Trader” Joe’s. Talk about a word directly associated with the slave trade, and yet crickets from the easily-offended crowd. One thing I’ve also never quite understood is how certain groups “own” offensive words/phrases.

  102. False equivalencies? Could be, I dunno, like maybe two wrongs don’t make a right or what’s good for the goose is good for the goose? People want it both ways, but that only happens at Burger King where YOU can have it YOUR way. Go ahead, it’s not my place to destroy you because I disagree with you. Why can’t people see this?

  103. Alexblue…..what people twist into derogatory meanings is another story. I’m just presenting the original roots of “Sambo” “Little Black Sambo” https://www.gutenberg.org/files/17824/17824-h/17824-h.htm Once again, a short story that presents Sambo and his family with love and respect. So, if I was a black person and someone called me “Sambo” in an attempt to demean me, I would just say to them “thanks for the compliment…read the story”.

  104. Alexblue…..what people twist into derogatory meanings is another story. I’m just presenting the original roots of “Sambo” “Little Black Sambo” https://www.gutenberg.org/files/17824/17824-h/17824-h.htm Once again, a short story that presents Sambo and his family with love and respect. So, if I was a black person and someone called me “Sambo” in an attempt to demean me, I would just say to them “thanks for the compliment…read the story”.

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