The startup was aiming to replace existing corner stores, which are called 'bodegas' in many parts of the US because they're typically run by Latino people.
Using a Latino name for a company of (likely middle-class, likely Asian and European rather than Latino) engineers seeking to disintermediate working class bodega owners was the problem.
Using a Latino name for a company of (likely middle-class, likely Asian and European rather than Latino) engineers seeking to disintermediate working class bodega owners was the problem.