Where Flavors Speak: English-based Multilingual Identity at Spice Point in Lleida (Júlia Visa Bernat, Júlia Baró Bermúdez, & Najwa Belhadi El Bouah)

Where Flavors Speak: English-based Multilingual Identity at Spice Point in Lleida

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By Júlia Visa Bernat, Júlia Baró Bermúdez, & Najwa Belhadi El Bouah

 Image 1. Storefront of Spice Point (close-up shot).

Source: Picture taken by authors (26/02/2026).

1. INTRODUCTION

The linguistic landscape (LL) selected for analysis is the storefront of Spice Point, a restaurant specialized in traditional Indian and Pakistani food, located at Carrer del Bisbe Messeguer, 1, in the University neighbourhood of Lleida. The support for this LL token is a temporary sign (as its owners may change it through time) and window display of a commercial establishment, which in this case is an eatery. Its activity domain is clearly commerce, specifically within the tourism and hospitality sector. 


Following Mooney and Evan’s (2018) classification of sign types, this token is categorized as a commercial sign, as its primary function is to advertise a business and attract customers, with the fundamental aim of money-making. An analysis of its linguistic composition reveals a complex interplay of codes, which includes English, Spanish, Catalan, Urdu, and Hindi. The main foregrounded language is English, prominently featured in the business names Spice Point, Uber Eat, and Just Eat. This aligns with the concept of 'Advertising English' (Cenoz and Gorter, 2009), where English is employed strategically to grant a product a sense of global recognition or to act as a symbolic attention-gatherer in the market. The background languages in display include Spanish, used descriptively ('Comida Tradicional India y Pakistán', 'Restaurante pronto'), Catalan, used for an informational closing notice ('Els dimecres tancat per descans setmanal', 'Forn Tandur'), Urdu ('حلال' -> 'halal', banner of Taj Mahal next to the analyzed LL token), and Hindi (some writings in the storefront flyers simulate the Denavagari script). This variety of languages results in a token that is both polyglossic (using multiple languages) and digraphic (employing both the Roman and the Halifat alphabets). As Backhaus (2008) notes in his study of Tokyo’s linguistic landscape, it is often impossible to categorize data on the basis of linguistic aspects alone (for example, 'Forn Tandur' does not stick to the conventions of using a single language for a service name), as the presence of certain languages, particularly English, holds distinct social meanings and prestige values that must be interpreted within their specific context.


2. CONTEXTUALIZATION


The Spice Point restaurant is located at Carrer del Bisbe Messeguer, 1, 25003, Lleida. This address places it in a strategically significant and dynamic area of the city, directly adjacent to the Faculty of Letters of the University of Lleida (UdL). 


Concerning the demographic profile, the token is situated in the University neighbourhood. While the provided general statistics show Lleida’s total population at 147,369 inhabitants (Idescat, 2026), the neighbourhood's specific demolinguistic character is defined less by its residential demography and more by its transient, variable population. Even though it is not gentrified nor is it primarily a touristified area, it is heavily influenced by the university’s presence and its students' cohorts. The area is frequented by a daily flow of students, professors, and university staff, alongside local residents. This creates a unique demographic blend where young adults (18-30 years old) occupy a significant portion of the daytime and early evening public. The presence of a restaurant specialized in Indian and Pakistani cuisine also suggests a connection to the city’s migrant communities, although the University neighbourhood itself is not listed as one of the primary clusters for migrant populations in older Paeria reports.

Considering the socio-economic profile in the University area, it is intrinsically linked to education and public services. The economy here is driven by the university (a major employer and attractor of spenders), small businesses catering to students and staff (bars, cafes, stationery shops, and restaurants like Taj Mahal), and residential housing. It is not an impoverished district nor an upper-class zone, but rather a mixed, middle-income area with high concentration of service-sector activity. The customers for a business like Spice Point would likely be a combination of university-affiliated individuals seeking affordable and diverse dining options, and residents from the surrounding neighbourhoods. Therefore, its location on a main road ensures high visibility and foot traffic.


The following map (Figure 1) shows the location of the University neighbourhood within the broader context of Lleida’s city districts. The subsequent street view map (Figure 2) provides a closer look at the immediate surroundings of the Spice Point establishment at Carrer del Bisbe Messeguer, 1. The specific location between the university and residential areas makes this LL token a rich site for analysis, as it sits at a strategic point where local student life, international cuisine, and the city's daily commercial activity are blended together.


Figure 1. Map of Lleida's neighbourhoods.

Source: Gifex (n.d.).

 
Figure 2. Map of the area where the LL token is located and its surroundings.
Source: Retrieved from GoogleMaps by authors (03/03/2026).

3. METHODOLOGY

Figure 3. Storefront of Spice Point (wide shot).  

Source: Picture taken by authors (26/02/2026).

In order to properly analyze the target LL token and conduct our fieldwork, two visits were planned to observe and gather valuable information about the recent establishment of Spice Point. The business was not open to the public during either visit, a fact which shaped the scope and focus of our observations, limiting auditory data but allowing for a concentrated analysis of the visual linguistic landscape.


Conducted on February 26, this first visit aimed to identify the primary LL token and assess its physical support. We confirmed that the signage, consisting of the name of the business in the restaurant's board and the temporary informative flyers on the storefront’s window display, was purposefully placed to indicate that the business was on its final pre-launch phase. Initial photographs were taken, and the immediate visual environment was surveyed to note the languages present on the surrounding signs.


Carried out on March 3, this second visit focused on systematically documenting the linguistic landscape context within a 50-meter radius of the token. As the image of the surroundings shows (Figure 3), this allowed us to analyze the Spice Point signage in relation to neighbouring commercial and institutional signs. Since the establishment under examination was not in service during both visits, it was not possible to collect auditory data from within the premises (e.g. conversations between staff or customers). Therefore, the languages heard were principally Catalan and Spanish, which were restricted to passers-by and did not provide any specific data in relation to the restaurant itself. Additionally, referring to the businesses nearby, we could spot some restaurants, cafes, and grocery stores, which are similarly aligned with our target LL token in terms of purpose and function.


Moreover, shifting to language policies, Lleida is regulated by a hierarchy of official language policies established by the Catalan and local governments. The Estatut d’Autonomia de Catalunya (2006) establishes Catalan as Catalonia’s own language and recognizes it, together with Spanish (the official language of Spain), as an official language in Catalonia. The Llei 7/1983, de Normalització Lingüística, further guarantees citizens’ right to use Catalan in public and private acts and prohibits discrimination based on language use (La Paeria, 2022).


At the local level, the Reglament per a l’ús de la llengua catalana a l’Ajuntament de Lleida (2014) mandates the use of Catalan by the municipal administration and its dependent bodies as stated by the legal framework of La Paeria (2022). Both regional and municipal regulations establish the use of Catalan in public life and commercial signage, mandating that institutions and businesses integrate Catalan and/or Spanish in their linguistic repertoires. At the same time, this framework also acknowledges linguistic diversity, guaranteeing equal rights for speakers of both official languages or any other linguistic manifestation as long as, at least Catalan is involved. It also allows for the incorporation of foreign languages targeting foreign populations. As a result, many LL tokens in the city reflect these institutional policies, including Spice Point, showing how language choices follow top-down laws without losing other linguistic and cultural expressions.


On the other hand, as a bottom-up sign produced by private individuals (the business owners), the signage of Spice Point reflects informal and unregulated language choices. These choices, made before the business has even opened, offer a unique glimpse into strategic, pre-meditated linguistic decisions that the owners believe will best position their establishment for success. Consequently, the selection of multiple languages represents a calculated policy that favours future market engagement.

  1. English is chosen for the business name ('Spice Point') to project a global, cosmopolitan image and attract a diverse clientele whether from local or international backgrounds like university students or foreign visitors. This assumes that local populations may understand 'spice' through denotation (English readers) or connotation (non-English readers who associate the name with the idea of 'foreign food').
  2. Spanish serves as the main language of informational transparency, describing the type of cuisine ('Comida Tradicional India y Pakistán') to the majority of the population.
  3. Catalan is used for a regulatory, customer-service function ('Els dimarts tancat per descans setmanal', 'Forn Tandur'), demonstrating the intention to integrate into local linguistic norms and show courtesy or respect towards local customers from the very beginning. It also indicates that Spice Point is integrated into the local commercial landscape of Lleida.
  4. Urdu and Hindi are present in the Perso-Arabic script ('Halal', Taj Mahal banner) and the apparent simulation of the Devanagari script in the flyers ('Uber Eat', 'Just Eat'), acting as a marker of ethnic authenticity and a direct appeal to potential customers from South Asian migrant communities.


4. RESULTS AND DISCUSSION

Figure 4. Banner of Spice Point.

Source: Picture taken by authors (26/02/2026).

In the picture above (Figure 4), we can see a zoomed-in view of the LL token analyzed in this study, which consists of the storefront banner of Spice Point. Following the categories established by the Linguistic Landscape Observatory (Landscape Observatory of Catalonia, 2026), this LL token features multiple distinct landscape values or functions.


The productive value is the most immediately prominent value. The sign’s primary function is evidently commercial and it aims to attract customers and generate revenue. As the glossary defines it, the productive value is the “capacity of a landscape to provide financial benefits, converting its elements into resources" (Landscape Observatory of Catalonia, 2026). Here, language itself becomes a key resource: the use of several languages, such as English, Spanish, Catalan, Urdu, and Hindi represent a strategic investment designed to appeal to different customers and maximize the business’s economic potential. Additionally, the significant placement of delivery service names ('Uber Eat', 'Just Eat') further reinforces this focus on commercial transaction and accessibility. This strategy exemplifies what Cenoz and Gorter (2009) describe as 'commercial multilingualism', where multiple languages are strategically used in business signature to attract diverse consumers and increase its market expansion.

 Image 2. Storefront flyers of Spice Point.

Source: Picture taken by authors (26/02/2026).

Moreover, Spice Point strongly reflects multiple layers of identity. The identity value refers to an “element of the landscape or landscapes as a whole with a substantial symbolic or identity-based meaning for local people, who establish relationships of belonging to or identifying with it” (Landscape Observatory of Catalonia, 2026). Therefore, the token displays ethnic and cultural identity through the use of Urdu and Hindi scripts and the reference to Taj Mahal in the restaurant next to our target token (a historical mausoleum in India), explicitly indexing the South Asian heritage of the cuisine and, presumably, the owners. Its authenticity creates a symbolic link to the Indian subcontinent, appealing to both migrant communities seeking familiar tastes and local customers seeking an original gustatory experience. Equally, the use of Catalan for the closing notice and Spanish embodies a powerful symbol of integration. It demonstrates that the business, while rooted in a migrant culture, acknowledges and respects the local linguistic norms and practices, fostering a sense of belonging within the community in Lleida. Ultimately, the inclusion of 'Halal' clearly indicates religious identity. It implies that the establishment adheres to Islamic dietary laws, directly appealing to Muslim consumers and marking the business as a safe and appropriate place for them to dine.

 Image 3. Surroundings of Spice Point - Taj Mahal (Indian restaurant).

Source: Picture taken by authors (26/02/2026).


Furthermore, the restaurant’s location next to the University of Lleida gives it a significant social value, which “relates to the use made of the landscape by an individual or group with an interest for the community” (Landscape Observatory of Catalonia, 2026). It is positioned to serve a diverse community of students, professors, and local residents, and its multilingual strategy contributes to this social mix: English targets international students and a globalized youth culture, Spanish addresses the majority of the population, and Urdu and Hindi speak to specific migrant groups. Thus, it facilitates social interaction and exchange in a key urban site. In short, it is a place of social meetingness.


Spice Point also features an aesthetic value, defined as “a landscape's capacity to transmit a certain feeling of beauty, depending on the significance and cultural appreciation that it has acquired throughout history” (Landscape Observatory of Catalonia, 2026). Here, it operates as functional and commercial: the clean and modern typography of Spice Point in English, the decorative images at each side of the banner, and the small logo in the middle create a visual representation of the blend of global modernity and the traditional authenticity that the restaurant seeks to convey. The food images that are shown on the sign provide a direct and visual representation of the dishes that are being offered, therefore, allowing possible customers that are not familiar with the cuisine to easily understand what is being served. 


Finally, the presence of the word 'Halal' on the storefront gives this LL token an obvious spiritual value, defined as the “feature of the landscape or landscapes as a whole related with religious and spiritual practices and beliefs” (Landscape Observatory of Catalonia, 2026). It is a clear religious identifier that communicates the establishment’s compliance with Islamic law. For observant Muslims, this single word transforms the space from a potentially forbidden one into a permissible and welcoming one. It inscribes a religious dietary practice directly into the urban commercial landscape, making faith more visible in the public sphere. This is particularly significant in a predominantly Catholic country like Spain, as it marks the presence and claims space for a religious minority.


Moving to the social meanings and Englishization in Lleida, Spice Point serves as a rich illustration of the complex processes of Englishization and multilingualism in contemporary Lleida. The use of English in the brand name ('Spice Point') exemplifies the concept of 'Advertising English' as a symbolic attention-gatherer. In this case, English does not possess a denotative function for a local audience. Instead, it carries connotations of globalisation, cosmopolitanism, and modernity. It indexes the business’s connection to international flows of cuisine, culture, and commerce, aligning it with the globalized identity of the nearby university and appealing to a mobile population of international students and tourists. This reflects the 'instrumentalization of English', where the language is used as a marketable commodity or a linguistic currency to enhance the product’s value and competitiveness (Cenoz & Gorter, 2009; Niño-Murcia, 2003).


However, the simultaneous use of Spanish and Catalan demonstrates the resilience and importance of local languages in commerce. While Spanish ensures broad accessibility and communication with most of the population, Catalan appears in a more limited and less prominent role. Although its presence shows some awareness of the local linguistic context and an attempt at local integration, the visual hierarchy of the sign clearly minimizes Catalan compared to the other languages that are being used. English occupies the main position as the language of branding, Spanish functions as the primary language of communication with the population, and Catalan appears in a secondary position. This linguistic hierarchy reflects the unequal distribution of language visibility in the token and shows how economic and communicative priorities shape language choices in businesses.

Subsequently, the Urdu and Hindi scripts embody the linguistic disorder in global cities, a diversity that is often highly organized but includes languages and symbols that are frequently silenced or relegated to the background. In this token, a migrant language and a religious marker are not silenced but are visibly present, claiming space in the public landscape.


As for our position, we interpret this token as a positive example of how business can manage linguistic and religious diversity in a context of mobility. Although English is used for its globalized appeal and prestige, it does not necessarily erase local, migrant, or religious identities. Instead, the sign shows a negotiated space where languages co-exist: a global language (English), a majority state language (Spanish), a minority regional language (Catalan), a migrant community language (Urdu and Hindi), and a religious symbol ('Halal'). 


However, the hierarchy among these languages remains clear. The economic power of English as a global resource is dominant, while Spanish fulfills a communicative role. Catalan appears in a minimized position, whereas Urdu and Hindi contribute to shaping the ethnic identity of the business, and the word 'Halal' marks a religious identity. This unequal structure of visibility shows how linguistic landscapes often reflect broader social and economic hierarchies that determine which languages become more prominent in public spaces.

5. CONCLUDING THOUGHTS

Completing this linguistic landscape project has been a revealing experience that totally changed the way we look at the streets of Lleida. Before this assignment, we passed by storefronts like Spice Point without truly seeing them. Now, we understand that a simple business sign is never just a sign, but it is a window into social, economic, and cultural transformations shaping our city. 

Linguistic landscaping as a pedagogical tool has taught us to 'do' sociolinguistics and become researchers who had to observe, document, and analyze real-world language use. We learned that language is not merely an abstract system for communication, but a living practice that mirrors power hierarchies, identity negotiations, and migration flows. In this way, the process of spotting an English-based linguistic landscape token, collecting data through fieldwork, and interpreting our findings made us active knowledge generators rather than passive receivers of information (Sayer, 2010).

This project had also introduced us to the concept of socially-engaged citizenship ethnography through TKA (Technology of Knowledge Acquisition) and TEP (Technology of Empowerment and Participation). By plotting our token on the shared Google Map and preparing this blog entry, we contributed to a collective knowledge base about multilingualism in Lleida and we realized that our work as students can reach a wider public and generate conversations about linguistic diversity in our community (Prego Vázquez & Zas Varela, 2018).

Furthermore, working on the Spice Point token was particularly meaningful because it is a newly opened business that is not yet operational, which allowed us to analyze the strategic choices that business owners make before they even open their doors. We saw how language is clearly used as a resource to attract different customers through the use of English, Spanish, Catalan, Urdu and Hindi, teaching us that language choices in the commercial sphere are carefully calculated decisions that reveal how businesses position themselves in a diverse and changing city, while also reflecting the growing presence of Englishization in the commercial landscape of Lleida.

In conclusion, this project has made us more critical and engaged citizens. Perhaps the most important lesson we learned is that linguistic diversity is all around us, even in a mid-sized city like Lleida. The University neighbourhood, with its mix of local residents, university students, and migrant communities, is just a small representation of the broader social, economic, and cultural transformations taking place in Catalonia. By learning to read linguistic landscapes, we have become more aware of the different communities that share this space and more sensitive to issues of language inclusion and exclusion.

6. REFERENCES AND WEBSOURCES

  • Cenoz, J., & Gorter, D. (2009). Language Economy and Linguistic Landscape, in E.Shohamy & D.Gorter (Eds.) Linguistic Landscape: Expanding the scenery, (pp. 55-69). New York/London: Routledge.




Location: Carrer del Bisbe Messeguer, 1, 25003 Lleida, Spain

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