In Mexico, consumers do not ask permission before reshaping a foreign brand name. "Little Caesars" became "Liru Sisa" in everyday speech, and the phonetic version spread faster than the original.
The company response was the interesting part. Rather than treating the nickname as a distortion to be corrected, it filed "Liru Sisa" as a trademark before IMPI. In one filing it captured the goodwill the public had generated for free and closed the door on anyone else registering it.
Why this is good trademark strategy
Trademark rights in Mexico are acquired by registration, not by use. If a third party had filed "Liru Sisa" first, that party would hold the registration, and Little Caesars would have been left arguing bad faith or notoriety after the fact, which is slower, costlier and far from certain.
The same reasoning applies at any scale. If your customers consistently call your business something other than the name on your sign, that nickname is already an asset. It appears in search queries, in word of mouth and in social posts, and it is registrable if it is distinctive.
What to do about it
Audit the names your market actually uses, not just the one on your incorporation documents. Then file the ones with commercial traction in the Nice classes where you trade. A defensive filing is inexpensive compared with recovering a name someone else registered.