Colorado barbecue joint to host 'White Appreciation Day':  'We have a whole month for black history'
Rubbin Buttz BBQ owner Edgar Antillon - KUSA sceenshot

The owner of a Colorado barbecue restaurant is beginning to feel the heat over plans for a "White Appreciation Day," where only white customers will receive a 10 percent discount on their orders.

According to KUSA, Edgar Antillon and Miguel Jimenez, owners of Rubbin Buttz BBQ defended the promotion, with Antillon noting that there is already a Black History Month.

"We have a whole month for black history month," Antillon said. "We have a whole month for Hispanic heritage month, so we thought the least we could do was offer one day to appreciate white Americans."

The owners, both of whom are Hispanic and who recently purchased the restaurant, said the idea began as a joke, but now it has been scheduled for June 11.

According to Jennifer McPherson of the Colorado Department of Regulatory Agencies, the two men could be opening themselves up for a civil rights lawsuit.

"If someone felt like they were being discriminated against, they could come to the civil rights division and file a complaint in our office and we would investigate that," McPherson explained.

Local activist Ricardo Romero said "It's perpetuation of racism," adding "It's wrong, if you're going to give a discount, give it to the whole community."

For now, the owners say they're going forward with the promotion hoping it will open up a conversation about race in the community.

Watch the video below from KUSA: