Sub shop to change sandwich names after critics call them ‘mockery of mental illness’
A sandwich shop in Illinois drew criticism for some of the names of menu items that were intended to raise awareness about mental health, according to the owner.
The shop, Psycho Riffic Sandwiches, opened two weeks ago in Quincy, Illinois, the owner, David Schoengood, told McClatchy News. Soon after, the shop’s menu began to draw criticism online.
A local resident posted on Facebook on Aug. 1 that the menu “looks like a mockery of mental illness.”
Photos of the menu showed the words, “Live, Love, & Laugh” and “Mental Health Awareness” printed at the top. The menu included subs named “Psycho,” “Bipolar,” “Schitzo,” “Insomniac,” and “Altimers,” a reference to Alzheimer’s disease.
The most-criticized menu item — a three-foot-long party sub — was named “Anorexic,” in reference to Anorexia, an eating disorder “characterized by an abnormally low body weight, an intense fear of gaining weight and a distorted perception of weight,” according to Mayo Clinic.
One critical post said, “These are derogatory terms that true mental health advocates would avoid,” and that, “when you’ve actually dealt with diagnosed mental illness in your own life, none of this is funny or helpful. If anything, it is actually quite damaging and hurtful.” Many comments on the post echoed these sentiments.
The backlash surprised Schoengood, a 59-year-old military veteran. “I couldn’t even believe that this was happening,“ he said.
“I wasn’t trying to insult anybody, I was just putting the word out about just everything I was showing, in other words, trying to have a good name and just an interesting name to use,” he said. “Like the Altimers, I even spelt it wrong on my menu, you know.”
“And the turkey and cheese being an ‘Insomniac’ was kind of an opposite deal, because turkey makes you go to sleep instead of keeping you awake,” he explained.
“I just didn’t think that people were going to be so offended thinking I’ve never been through a mental illness or anything on my own recourse,” Schoengood said, adding that he has struggled with multiple mental illnesses during his life.
Schoengood has already decided his response to the criticism. “I’m changing all the menus right now.”
The “Bipolar” sub will become the “Suplex” and the “Schitzo” sub will be the “Pile Driver,” he said.
He will also change the “Anorexic” sub. “I’m kind of apologetic about the anorexic one,” he said. “I did overstep on that one a little bit, but I wasn’t trying to do it because I didn’t respect anyone who’s been anorexic. I was just putting a name out there to kind of go with my sandwiches.”
Schoengood said he does not plan to change the “Psycho” sub and the “Rosie’s Looney Tune” sub. He will also keep the shop’s logo, name, and location as well as his plans to donate a portion of his profits to mental health awareness in the local community.
“I’m sorry,” he said. “I apologize, you know, I didn’t mean anything by it. I didn’t mean to hurt anyone’s feelings.”
“In no way shape or form do I not respect people who have these illnesses,” Schoengood said. “I’m not out to stir trouble. I’m not out to hurt anybody. I’m out trying to make a living for my family.”
The idea for Psycho Riffic Sandwiches came to Schoengood 25 years ago when he was running another sandwich shop in Brookfield, Missouri. He used his savings to invest in the new shop. “Hopefully I can generate the business and people will come back and they’ll continue to come in,” he said.
Schoengood likened his situation and response to “one of the rock stars out there” — Beyoncé — who sang “not good” lyrics that she changed after people complained.
This story was originally published August 4, 2022 at 2:40 PM with the headline "Sub shop to change sandwich names after critics call them ‘mockery of mental illness’."
