However, after three successful years the restaurant receives a cease and desist letter from Italy. Eataly is a restaurant chain originally from Italy. The first restaurant was opened in 2007 in Turin. Now there are twenty seven restaurants (in Italy, Japan, United States, Dubai and Turkey). To protect the name the company has not only registered it as a trademark in Italy, but also in Europe, America and many Asian countries. Clever, because this way they can easily expand their business.
Eataly Tilburg assumes that they received the cease and desist letter because Eataly want to clean the Dutch market before they open chains here. Because the trademark rights of the Italian company are older and stronger, and because of the high costs of a law suit, Eataly Tilburg decides to change its name.