But owner Edgar Antillon told television station KUSA he decided to follow through with the idea and mark a day where white customers could enjoy a 10 percent discount.
"We have a whole month for Black History Month, we have a whole month for Hispanic Heritage Month, so we figured the least we could do was offer one day to appreciate white Americans," Antillon told KUSA. The station said the owner is Hispanic and that his parents were from Mexico.
"White Appreciation Day, June 11," a sign read outside the shop in footage shot by the station. "Because all Americans should be celebrated."
Jennifer McPherson of the Colorado Department of Regulatory Agencies told KUSA that anyone who felt discriminated against by the discount for white people would have recourse to file a complaint.
Rubbin' Buttz has apparently already taken heat for the day, and addressed it on the restaurant's Facebook page on Friday.
"Although we've had overwhelming support for it, there are a few who are filled with hate and/or misunderstanding," the post read. "People full of hate and negativity want your attention, don't give it to them."
"Stay happy!" it added.