The restaurant chain The mafia sits at the tablewith presence in Spain and Andorra, celebrates its 25th anniversary. It is a milestone that has chosen to commemorate with the renewal of its visual identity, which seeks to highlight its evolution, its proposal based on the quality and customer experience, and accompany a growth plan.

The company, based in Zaragoza, claims to have achieved a stage of maturity that required a new image. It has worked with the branding agency Waka with the objective of aligning the identity with the evolved proposal that from the brand ensure that it is more mature, differential and aspirational. “It is not a change of image. It is a declaration of intentions”, Have pointed out on social networks.

From the mafia sits at the table they point out that aesthetics is more modern and close. The logo now bets on serifs and a new chromatic palette: brown, which transmits elegance and solidity, and a yellow that evokes warmth and light. The color palette is complemented with the white bone.

The new identity also incorporates, as can be seen in Packaging elements, a brown and yellow stripe band that, according to the brand, is a visual wink to the Italian culture since it is inspired by the classic umbrellas of the Italian coast.

The new image is already being implemented on the website, which has also been updated, and in the social channels of the chain. In addition, it will be implemented progressively in the establishments of the Mafia sits at the table, and in its Fidelization Club program, which will also update with more advantages, advanced functionalities and greater focus on the community.

Renewal also includes a review of the verbal identity, that has been articulated between pillars that the brand ensures that they identify it, among them, passion, creativity, quality, experience and innovation. The mafia sits at the table now has a more emotional and close tone, oriented to all audiences.
From now on you can see phrases such as “Mangiare Bene, and enough”, “dinner is not a privilege, it is a choice” or “make Tuesday rime with Saturday.”

A new stage

With this change, the chain moves more and more from a brand concept that has raised frictions in terms of perception. Years ago the brand logo was presented in black and white and included a rose, and in its communication the mafia sits at the table came to use images of the movie “The godfather.”

His link to the Mafia earned the Criticism in 2023 by Buccino Grimaldi, an ambassador of Italy in Spain, on the occasion of the company sponsorship to the Casademont Zaragoza basketball team. “Associate the mafia with concepts of cordiality and relaxation, based on the fact that the mafia would “sit at the table” to share a meal, it contributes to the banalization of illicit activities and misdeeds committed by said organization“He said.

The new visual identity shows the evolution of the brand, which plans to continue growing and reaching new territories. Moreover, the company has ambitious expansion plan for the next 5 years, which includes 20 openings planned for this 2025. The mafia sits at the table intends to consolidate in “Casual Dinning” and position itself as the place where you celebrate the extraordinary any day and at any time.

“It has been a very beautiful job in which we have taken brightness to values ​​and an essence that remain the same as at the beginning and a brand that has not varied: to offer an experience that goes beyond gastronomy, that makes each meal or dinner of any day in a memorable memory and do “special” accessible to everyone“Sonia Pérez, Marketing and Communication Director of the group, said in the statement.”In addition, we wanted to reflect that character and confidence that characterizes the brand and manifesting them in their personality, in their way of speaking and in the way it relates to our clients“