Pizza pro Tony Gemignani is getting into the hotly contested Bay Area bagel game, and he’s picked a potentially controversial name for the operation. Gemignani’s Dago Bagel will be located inside his new Italian bakery, Toscano Brothers.

He said he chose the brand’s name, an ethnic slur sometimes aimed at people of Italian or Spanish descent, in defiance after a recent altercation outside one of his North Beach restaurants.