Abstract Considering the growth of the Hispanic or Latino population reported by the 2020 Census Bureau in Philadelphia and an increase of Latino restaurants bearing names in Spanish in the city, this article explores the use of Spanish in eighty three restaurant names to determine the types of meanings that Spanish construes, the restaurateurs’ apparent motivation, and its relevance within Latino studies in a city and state that do not historically have a large number of Latinos. The qualitative analysis relies on a linguistic landscapes approach, specifically Scollon and Scollon’s (2003) and Ben-Rafael’s (2009) frameworks. The analysis reveals that the use of Spanish not only functions as a sign of identity and group membership, but also serves to create the restaurateurs’ social space and to distinguish their establishments. These dynamics increase the visibility of some of these Latino groups and of the Latino community as a whole, in a city where their presence and visibility has not yet received much attention.
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