There’s so much wrong with this comic.
First, it implies that if people don’t understand the name of a restaurant, they won’t go there. That’s just…. restaurant names don’t work that way! Just because I don’t know who Buddy is, doesn’t mean I won’t go to Buddy’s Pizza.
Second, I’ll admit that not everyone knows about the Borgia family. But this joke really isn’t very timely, since Showtime has a new show based on the Borgia family coming later this year. Hell, if that’s not enough, the Borgias play a major part in the recent video games Assassin’s Creed II (2009) and Assassin’s Creed: Brotherhood (2010).
Maybe the comic assumes that the people walking by knew that the Borgia family was notoriously ruthless (known especially for arsenic poisoning). That would explain the shocked/disgusted look on their faces… but that gives the average person WAY too much credit. For the sake of argument, let’s assume every person on the street really knows their Renaissance trivia. Does that mean they wouldn’t go to a restaurant named after a criminal? Does anyone pay that much attention to restaurant names?
Perhaps most damning to this joke… there’s already a restaurant named Cafe Borgia and it seems to be doing pretty well.
Final verdict: I can’t think of a single way that this joke would make sense.