AVON, Ind. -- An Avon man is battling a local coffeehouse over its name and its sign.

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Zoning Board To Hear Complaint Your Thoughts: Is It Offensive?

David Keen is asking city leaders to have the sign removed at a new Avon coffeehouse named "The Bad Ass Coffee Co."

The father of seven believes the sign is offensive -- especially to families with children, Call 6's Rafael Sanchez reported.

"I can control what movies they (his children) watch, in fact, I am expected to (control) what music they listen to to some extent, so I think, you don't see other signs in Avon that are offensive in nature like this," Keen said. "I think it diminishes the class of our town."

The shop opened for business Dec. 19, Sanchez reported, the first franchise store to open in the Midwest.

Owner Michael Cunningham said the word "ass" in the sign refers to the donkeys used to carry the Kona beans from the Hawaiian mountains. He said other stores in the country have had opposition to their signs and noticed increased sales.

"Eventually, the people in the town appreciate the purpose of the retail establishment. They come to accept it, that the name implies a donkey and nothing else," Cunningham said.

Cunningham no other stores have been forced to pull their signs.

The issue will be heard at a zoning appeals meeting Jan. 15. Keen said he expects a full house of people who oppose the sign to be at the meeting.

Two other stores bearing the same name are expected to open in Indianapolis next month.