Brad Breakall is no stranger to pissing people off.

The Boise, Idaho restaurant owner is ruffling feathers with his Billy Burrito character, last summer his Jacklyn Jaws shark-themed character included him painting his face black to mesh with a costume, which just turned out to look like blackface.

Now, aside from the question of why a pizza joint is selling burritos all of a sudden (or why his commercial is so terrible), people are questioning his judgement after posting his latest video.

UPDATEThe News Junkie spoke with Pizzalchik owner Brad Breakell over the phone who says he regrets the character, and only meant to advertise in a fun way. Listen below: