The restaurant chain La Mafia se sienta en la mesa, founded in Aragon and known throughout Spain, has announced a name change after 25 years in business. The establishments will now operate under the brand La Famiglia. This decision is the result of lengthy discussions, balancing the company’s strategic objectives with external factors related to the public perception of its previous name.
Reasons for the change
The company explains that the rebranding is part of its strategic plan: the goal is to strengthen its identity and support further growth. Over the years, the chain has expanded to more than 85 restaurants and nearly 2,000 employees, and plans for opening new locations only confirm its ambitions. However, the change also coincided with a longstanding debate over the use of the word ‘mafia’ in the brand name. In February, the Italian Embassy in Spain insisted on a rebrand, providing an additional incentive to revisit the company’s image.
History of the controversy
The issue of the previous name’s acceptability has arisen repeatedly. The Spanish Patent and Trademark Office (OEPM) annulled the brand La Mafia se sienta en la mesa, stating that it directly references a real criminal organization. The company’s argument that, for the Spanish audience, the word ‘mafia’ is perceived more culturally than criminally was not accepted. As early as 2018, the Court of the European Union made a similar decision, emphasizing that the term is associated with crime, drug trafficking, corruption, and money laundering. As a result, administrative authorities considered that the brand carries an undesirable connotation.
The meaning of the new name
The company’s transition to the name La Famiglia is seen as a step towards renewal that does not affect the core of the project. According to management, the concept of famiglia goes beyond blood relations and includes friends and close circles. The new brand is intended to highlight the atmosphere of hospitality and unity that the chain has aimed to cultivate throughout its history. At the same time, the company emphasizes that the changes are only external: the quality of the cuisine, service, and customer approach will remain the same.
Transition period
The rebranding process lasted about a year and included consultations with franchisees, partners, and employees. This was not a spontaneous decision—the company approached the matter systematically to maintain brand recognition and customer trust. Importantly, the name change will not lead to any interruptions in operation: all restaurants will continue working as usual, and the upcoming opening in Madrid’s Velázquez district will already take place under the new La Famiglia brand.
What will change for guests
For regular customers, the changes will be most noticeable on signage and decor. The essence of the business, menu, and service standards will remain the same. The company emphasizes that this is not the launch of a new project, but a change of commercial name. In the near future, all locations in the network will switch to the new brand, and customers can continue to expect the same level of service and atmosphere they are used to.
Thus, La Mafia se sienta en la mesa is ending an important chapter of its history and beginning a new one under the name La Famiglia, while preserving its key values and principles.
