SANTA FE, N.M. (KRQE) – A mom and pop sandwich shop with a racy name lost a battle with a corporate giant. Now, for this sandwich shop owner in Santa Fe’s Plaza, it’s a new start.
“Basically everything, so I’m tearing it all down and putting it back up,” said Shannon Quintana, a sandwich shop owner in Santa Fe.
Not by choice, but because of a legal battle he said he could not afford to fight.
“They didn’t want me to use the name and the logo because it was similar to theirs and it was confusing,” said Quintana. “They wanted everything the store made times three, plus legal fees.”
The Bad Ass Coffee Company, a Utah-based chain served the local sandwich shop with a lawsuit. Now, the agreement is that the sandwich shop formerly known as “Santa Fe Bad Ass Sandwiches” moves forward in a completely different direction.
“They just don’t want me to use the word ‘bad ass’ at all, period,” said Quintana. “Effective immediately.”
So the sandwich shop owner started putting away all merchandise with the name and logo. They also started taking down all the signs inside and outside the store, letter by letter. The sandwich shop will be nameless for now.
“We’re going to have fun with it, maybe the public can help me out,” said Quintana.
Currently the sandwiches are inspired by football players, rock stars, movie stars and wrestlers.
The sandwiches will all get re-named.
“I’m going to re-do the menu completely,” said Quintana.
The owner also said he plans on adding some new items to the menu.
“Add a couple new things that we hope will pump up some new business here,” said Quintana.
And although his shop will soon be known by a new name, Quintana’s mission of making affordable sandwiches in Santa Fe remains the same.
“I want to continue to do that in a bigger and better way next year,” said Quintana.
The sandwich shop will stay open while the owner comes up with a new name.