Shakespeare famously asked, “What’s in a name,” but the issue here could easily center on what’s in the store.

The Fort Worth Tarrant County Chapter of the Southern Christian Leadership Conference evidently takes umbrage to a convenience store called Da Hood Food Mart, which operates in east Fort Worth.

The fact that the store sells or applied to sell adult beverages doesn’t help its case in the eyes of conference leadership and some community leaders who oppose its Texas Alcoholic Beverage Commission permit.

It seems to be all about a neighborhood’s self-esteem.

Click here to continue reading this story at NBC DFW.