Why Do Cafes Need to B.I.T.E. Their Names and Not Forget to S.I.P.?

Abstract

In recent years, cafés have gained popularity due to their affordable service and inviting ambiance. A key factor contributing to this is the use of creative names, often in the English language. However, few studies have explored why owners choose English for their café names and how this choice impacts their business. This study aimed to investigate English-named cafés, focusing on the linguistic techniques behind the naming and the effects of using English names. A qualitative case study approach was used, involving interviews with four café owners in La Trinidad, Benguet, Philippines. Through surface-level screening and data mapping, 32 English-named cafés were identified and visually presented. The linguistic techniques and impacts were analyzed using thematic analysis. The findings revealed that café owners considered B.I.T.E. (Branding and marketing, Inspiration and trends, Translation and local language considerations, and Experience and business planning) when naming their cafés and ensured their names had S.I.P. (Simplicity in understanding, Identifiable branding, and Place-based relevance) to appeal to their clientele. It was concluded that English names help cafés strengthen their branding while maintaining a connection to local culture, attracting customers through a blend of heritage and creativity. Although this case study was limited to a small number of respondents and cafés, future research could explore additional cases, allowing for more time and logistical considerations.