GRAND RAPIDS, Mich. (WOOD) — HopCat announced Tuesday it will be changing the name of its award-winning fries.
In a blog post on the restaurant’s website, BarFly Ventures said Crack Fries will have its name changed as part of its “vision for creating an inclusive company that supports our communities and best serves our guests.” That vision is not compatible with the continued use of the Crack Fries name, the post says.
“More or less it was just growing and evolving as a company,” BarlFly Ventures CEO Mark Gray told 24 Hour News 8. “As the culture of the company has really taken shape, it’s a culture of diversity and inclusion and we just realized that at this point the name doesn’t represent who we are as a company, our brand.”
The name was selected over 11 years ago as a reference to the “addictive quality” of the fries and the cracked pepper seasoning on them.
In the blog post, Gray said the name was selected without consideration for those the drug negatively affected and that was wrong.
“The crack epidemic and the lasting impact on those it affects is not funny and never was,” the post says.
The new name for the fries hasn’t been announced, and menus at each of the Hopcat locations will reflect the change in mid-January.
“It’s going to take time — and to be honest with you I assume we’re going to have guests that call them crack fries forever there’s a lot of muscle memory that’s gone into that and we assume that’s going to be the case and that’s OK,” Gray said.