Our principal and creative director, Joseph Szala, authored an article focused on successfully naming a restaurant. It starts with the passion driving the restaurant forward. Passion deeper than “good food, good service” table stakes. QSR Magazine picked up the article as an Outside Insights feature. Read it here.
Although published in QSR Magazine, the foundations for name remain relevant for other restaurant formats including Full Service (FSR), Fast Casuals, Casual Dining, and others. Furthermore, the beverage industry from craft beer to spirits and wine can glean the basics of good brand strategy and naming from the article.
Here are some quick quotes to spark your interest:
…you’re probably sitting in a room with a committee throwing the proverbial spaghetti on the wall and hoping that something sticks. Design by committee usually ends in a frustratingly boring result. When you have to appease multiple personalities with varying opinions the common result is vanilla.
The strongest brand names are bolstered by detailed, visceral meaning beyond product and service. In today’s world, “good product, good service,” are tablestakes and bottom line expectations. They’re not differentiators by any stretch.