A name is just a name. It is a way to identify something. But it can go deeper than that. The word ‘name’ comes from the Latin word “nomen.” William Shakespeare famously said, “What’s in a name? That which we call a rose, by any other name would smell as sweet” (Romeo and Juliet, Act II, Scene II). However, if you refer to a woman by one of the more vulgar names for a harlot, you will most likely be slapped—and possibly injured by some of her male relatives. So clearly, there can be more to a name than simple identification.
The Significance of a Name
A name can indicate a ‘brand,’ meaning it denotes or describes services or products related to it. Branding can be important because the public often perceives brands as indicative of quality—whether that perception is accurate or not. Businesses, particularly restaurants, sometimes go to great lengths to select a name that will attract customers. Choosing a name for a restaurant can be almost as important as the type of food they offer. The name could reflect the owner’s name, or someone close to them, like in the cases of ‘Wendy’s’ and ‘McDonald’s.’ It could also reflect a location, such as ‘Kentucky Fried Chicken,’ or even be a play on words, like ‘The Meat and Greet Diner.’ Or perhaps the name might just be simple, like Krystal’s, White Castle, or Burger King. Additionally, the name could reflect the ethnic origins or theme of the restaurant, such as Tupinamba’s, Western Steakhouse, or Panda Gardens.
It is not possible to measure the quality of a restaurant by just its name. Aside from copyright and trademark infringements, there are no laws or rules that govern how a restaurant is named. You could call your restaurant “China House” and still serve burgers and fries if you wanted to. The only thing stopping you is public opinion.
Where the name becomes significant is when the restaurant has been open long enough to build a reputation. Then many entrepreneurs open franchises or other restaurants under the same name, serving the same (in theory) quality food. I am as guilty as anyone else of getting hung up on names. When I travel across the country (which I do frequently), I navigate from Krystal’s to Krystal’s, or Taco Bell, Kentucky Fried Chicken, or my all-time favorite… Captain D’s. There’s no telling how many potentially great little Mom-and-Pop diners I pass to visit these other places. As a rule, I only try new places when I’m paid to write reviews or when they come highly recommended by someone I trust. That said, I have pulled into some strange places because the name caught my attention. One of these was Fuddruckers, one of the craziest hamburger joints you’ll ever visit. I was glad I did. Likewise, with 5 Guys, another outstanding hamburger joint—er, establishment (see what I mean about names…).
I’ve been to some fancy-looking, classy-named restaurants and had food that was barely fit for the garbage disposal. On the other hand, I’ve been to gritty-looking places with names like The Last Chance Diner, where I had world-class, outstanding food (I always mark these on my maps). One such place had the best chili I have ever eaten in my life—better than my own recipes included. Another place, which looked more like a rough beer joint than a diner, was called Angelina’s. I was hungry, and there was little else around, so I decided to stop. They had the best hamburgers I have ever eaten anywhere, even better than my own. They even have one called the “Texas Tornado,” which must weigh three or more pounds. Once you get inside, the décor is straight from the 1950s Malt Shop era, with checkered floor tiles, Coca-Cola tables and glasses, pictures of Patsy Cline, Elvis, Chuck Berry, old record plaques, photos of the area in the 50s, and great oldies on the jukebox. My kind of place.
A name might catch your attention, but keep in mind that sometimes, a name is just a name.
