(JTA) – A bakery that opened this month in the Dutch capital under the name “Anne & Frank” will change its name following widespread online criticism. The bakery, not far from the former hiding place of Holocaust victim Anne Frank and her family, received thousands of angry comments on social media, where it had tried to establish a presence for promotional reasons. Many commenters found it tasteless of the owners to reference Anne Frank in the bakery’s name, which was written in an antiquated font on the bakery’s display window, De Stentor reported.

Owner Roberto Barsoum removed from the sign all the words except bakery. He has said he will change the bakery’s official name with the chamber of commerce. Barsoum told Het Parool daily that he feared a backlash when his partner suggested the name, but that he later found it too attractive to pass up. “I was afraid the name would cause anger, that people would think I was trying to exploit the name for commercial purposes,” he said. But later he reckoned that “it’s a good name, a sign of protest. I don’t think it’s an abuse personally of the Anne Frank name.”