ElTenedor has announced that from now on it will be called TheFork also in Spain. The company is already known by this name in the 22 countries in which it operates in Europe, Latin America and Australia. With this step, the company opens a new chapter in its history to promote the international visibility of Spanish restaurants in the face of the reactivation of tourism. The company, which was born in 2007 as a small startup, currently has a network of nearly 80,000 restaurants globally, more than 12,000 in Spain. During the first years, it operated in each country under the global brand with the mission of spreading among the different populations. A strategy that is maintained but has given rise to a solid international brand under the name of TheFork.
Thus, the values and essence are the same, with the only difference being that the entity’s image will be promoted globally. It is a movement that seeks, in turn, to strengthen the hospitality industry , especially in this last year so hard. In this period, free list of ceo email addresses firm has invested more than 25 million euros (4.5 in Spain) in actions to accelerate the recovery of the sector. One of those initiatives to face the challenges of the pandemic was “Save the restaurants”. Which managed to raise nearly 500,000 euros for the participating establishments. A change that seeks the evolution of TheFork, a brand that has expanded internationally. “This change responds to the natural evolution of an international brand as big as TheFork.
The Company Has Not Stopped Growing During
The last 15 years until it has become the leader in the online restaurant reservations market at a global level”, assures Sérgio Sequeira , CEO of TheFork in Iberia & Latam. Something that will undoubtedly boost tourism-related consumption in all the countries in which we operate. Spain is one of our key markets and even if the name changes, we remain the same”, he continues explaining.
“This change is a sign of the strength and relevance of our app at an international level. Especially by uniting us through the same name and identity. Maintaining the same essence with which we created this project in 2007”, says Diana Chichurri. Brand Manager of TheFork in Spain. “Furthermore, we are carrying it out at a time when international tourism is reopening. In which we hope that users who already trust our reservation app in their place of. Origin will also do so in the destination of their next vacation,” Chichurri points out.
“To Repair the Damage That the Superliga
Has done to the brands, the clubs. Involved would have to act in some way.” Says Teresa de Lemus. managing director of Brand Finance Spain. “Perhaps rewarding the damage to the fans, or apologizing or any action that could bring the fans. Closer in an honest and humble as well as believable way. Try to realign the brands with the lost values. These are mainly respect for the fans, community spirit and fair play. This will also need real action to demonstrate commitment to this, and not just a statement,” she continues.
