Front of house: The power of foreign language naming in hospitality
Many people are drawn to foreign language brand names at one point or another. Whether it’s an exotic sports car, a fine wine, or a chic restaurant, the attractive phonetics, excitement of cultural exploration, or simply the mystery of the unknown can capture our imagination. Today, some light fare: we’ll dive into several courses of foreign language restaurant names and see what cultural ingredients are at play.
Hors-d’oeuvre: Exóticamente familiar
Exotically familiar
Some foreign words feel poetic or create a compelling story for English speakers. Por ejemplo, in Spanish, “sobremesa” refers to the relaxed period of time after a meal when people sit around the table and chat, have coffee, or enjoy dessert. Sobremesa is a rhythmic word that embodies the pleasant ambiance when everyone is satiated with food and drink, and is lingering at the table, sharing one more joke or story, and savoring the moment. However, when taken literally in English it means “over the table” and is sometimes translated as “table talk.” Both English phrases lack the emotional impact or nuance of the Spanish term — sounding clunky, matter of fact, and uninspired. Sinaloa’s own El Pollo Loco demonstrates the potent difference between Spanish and English when positioning a bilingual brand. The grilled chicken chain uses humor in its name, which feels lighthearted and authentic, but most importantly, it is best expressed in Spanish. If the restaurant was called “The Crazy Chicken” in America it wouldn’t feel as genuine or, frankly, sanitary.
Soup: Pourraient encore l’obtenir
Could still get it
In some cases foreign language names are specifically designed for non-native speakers. Many Americans are capable of understanding foreign language names, or at least part of the name. The Germanic, Latinic, French, and Greek roots of modern English lay the foundation for shared etymologies that cross cultural and linguistic boundaries. Two-Michelin-star restaurant Saison in San Francisco traverses such a linguistic frontier. Saison is the French cognate for “season” and a reference to the restaurant’s commitment to seasonal cuisine. Foreign names like this one are relatively intuitive and create a “payoff” when their name reflects a special practice, regional style, or strong culinary ethos.
Appetizer: O que significa em inglês?
What does it mean in english?
When a restauranteur names their establishment in a foreign language, some patrons will inevitably translate the name to their native tongue. This probably occurs before returning for a second visit or evangelizing the restaurant to friends and family. If not you might send your in-laws out for a more adventurous evening than they anticipated. “I loved that Touro Escroto place! We should take your parents there, dear. They love Portuguese petiscos.” While I’m not suggesting that you trick your in-laws into eating bull scrotum tapas (petiscos de touro escroto), this name demonstrates an important translation moment for anyone considering an invitation to an unfamiliar restaurant. Once translated, foreign names can reveal important, concrete information or conjure expressive, idiomatic narratives. The churrasco-style Brazilian steakhouse Fogo de Chão translates as “ground fire” or “floor fire” (more literally). However, anyone who is excited by the prospect of their unlimited barbecued beef is likely to embrace the brand story and its depiction of “gaúchos roasting meats over an open fire.”
Salad: Kore o sukoshi, are o sukoshi
A little bit of this, a little bit of that
Some foreign language restaurants sprinkle in a bit of English to help communicate with anyone who learned the entirety of their Spanish lexicon while studying in Ibiza. Some fast casual restaurants use sensory terms like (Baja) Fresh, or commonplace exclamations like (Teriyaki) Madness and Wow (Bao) to attract and engage potential customers with impactful, if basic, language. Once they catch a customer’s eye with something familiar, they balance it with some cultural authenticity. These types of bilingual names allow for the different languages to play off each other, creating a pleasant vibration between their rhythm, rhyme, and juxtaposition.
Main Course: Étranger mais familier
Foreign but familiar
Sometimes there’s a desire to use language that is foreign, but familiar. Think about popular Spanish, French, Italian, or German words that are part of a completely foreign name. The cuisine, and language, that seems to be the most successful at this is French. Au Bon Pain keeps things grammatically simple, and benefits from “bon” which many Americans are familiar with from “bon voyage,” “bon vivant,” and most appropriately “bon appétit!” “Pain” is also familiar to many people who enjoy French pastries or splurge on nice loaves at local boulangeries. Similarly, Le Pain Quotidien and Pret a Manger benefit from context clues — based on their narrow offerings and strategic locations — and the fact that their names reveal clever and logical stories when translated.
It’s hard to deny the allure of foreign language names, especially when it comes to gastronomy. Whether enjoying the fresh catch at Marea or slowing down to island time for lunch at Kona Grill, these names bring in a variety of customers by piquing their interest with unique monikers and dining experiences. From bistros to rice bowls, the phonetics and intrigue of foreign languages can build atmosphere and, at best, offer an entree to a new culture. Exploring the world through new words and cuisines can bring us all into a richer conversation with each other. Just don’t ask about the etymology of Qdoba…that one’s a long, mysterious tale.
Thanks to Eli Altman and Nora Trice.
