That struck me too. Other customers stopped going there, thinking it was a gay or trans-whatever establishment. Interesting to think about what rights, if any, the business owner has, if a group of oddballs gives his place a bad reputation.
Apparently the business owner has very few legal rights in this situation. He has to service the trans-whatever group, even if a critical mass of such people drive away others.
He could have changed the name to the "Straight Stuff Bar & Grill" or whatever