You've been pronouncing Fogo de Chão wrong

Mike Dougherty
May 24, 2018 - 1:35 pm
Fogo de Chão

Mike Dougherty | KYW Newsradio


PHILADELPHIA (KYW Newsradio) — A popular Brazilian steakhouse in Center City has a bit of a branding problem — because nobody really knows how to say the name. 

People outside the restaurant at 13th and Chestnut streets confidently recited it. The problem is, they're all wrong.

"Fogo de Chão." (Pronounced chow.)

"That's what I call it when I walk in, Fogo de Chão." (Also pronounced chow.)

It's actually pronounced Fogo de Shone (rhymes with own).

"I was trained by the great sales manager, Franca. I would listen to how she answered the call, and I would say, 'Is that how you pronounce it?' " said group sales manager Vanessa Delgado.

She was still unsure how to pronounce it when she got the job in March, and she said clients have a hard time making the connection when she calls.

"If I say 'Fogo de Shone,' they go, 'Huh?' " she explained. "I have to say 'Fogo de Chow' in the city and they say, 'Oh, ok ok.' I have to say it incorrectly for people to know what I'm talking about."

General Manager Mauri Berno said they changed the branding — going by just Fogo — to keep it simple.

"Boom! — you're already there," he enthused.


Fogo de Chão is a new advertiser with KYW Newsradio, and listeners have been calling in to tell us we were pronouncing it wrong. (We weren't.)