What’s in the Name?
When opening a restaurant, an ideal location is important. So is a finely-tuned concept with a quality menu and well-trained staff members who implement impeccable customer service. These are all crucial elements. What also has a tremendous impact on the short-term and long-term success of the establishment is the name.
Ideally, a restaurant’s name will be simple to spell and easy to remember. The most important factor to consider is the impression the name will have on customers.
Restaurant names usually reflect a theme (as Chinese restaurants typically do with titles that include Jade Palace, Tasty China and Han Dynasty) or a location. The French Laundry – nestled in Napa Valley – is named for the French steam laundry that operated in the same building during the 19th century. The same building once housed a brothel. Wisely, the restaurant owners refrained from recognizing that bit of history in the name.
Some owners name their restaurants after a beloved family member, and others derive their establishment’s name with a play on words. Wolfgang Puck’s Spago (related to spaghetti) is one example.
When naming your restaurant, be sure that the name reflects your concept, and that it is unique. You will invite trouble, for example, if your establishment’s name is similar to a trademarked icon like Arby’s, McDonald’s or Burger King.
Since we are in an age where most customers find restaurants via online searches, many of which are conducted on smart phones, it is best to create a name that is easy to remember and spell. Creating an identifiable logo and brand image is also valuable.
If you need help with naming, branding and logo design, give TRG Restaurant Consultants a call at 877-777-6175 or visit our Branding Graphic Design page
