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July 31, 2007

Are These Mexican Restaurant Brand Names Different or Similar?

A Mexican restaurant chain based in Delaware changed its name from La Tolteca to La Tonalteca.

tolteca.gif The basic reason for the change is that they did not register its original restaurant brand name, La Tolteca. You guessed it, other Mexican restaurants opened up with the same La Tolteca name.

Although the new name, La Tonalteca, has an interesting translation (the lady or queen from Tonala) it strikes me as a difference without a distinction versus the original La Tolteca name.

  • Of course, 'La' translates to 'the'
  • Both names start with 'To'
  • Both names end with '-teca', which translates to 'tribe'

Although this linguistic origin of the new restaurant name, is very interesting, I'm wondering, just wondering, if the average Joe or Jane will see a difference between the two restaurant brand names.

I said as much in a recent article in the Delaware NewsJournal.

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Posted by William Lozito at July 31, 2007 8:59 AM
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