So you’re naming a food or beverage company or restaurant. The industry is ripe with opportunities but fiercely competitive. Catchy names that are also available are harder and harder to find. Whatever business you’re cooking up – a meal delivery service, a corner bistro, a brewery, or a food conglomerate – you’ll need a fresh approach to snag the perfect name for it.
The Reality of Modern Food Company Naming
Dreaming of a single, real English word for your name? In countries like the US, this isn’t very realistic anymore. If you need a global brand, forget it unless you’re excited about words like “Mellifluous” or “Sesquipedalian.” The harsh reality is that decades of food businesses have already claimed nearly every straightforward word you can imagine.
Instead, consider inventing a name. Maybe a fanciful creation like Oreo, or an amalgamation of words like Nabisco (National Biscuit Company), or explore arbitrary words like Cypress, Marmot, or Rivulet – these carry positive associations and compelling imagery without limiting your brand.
You can also explore multi-word names, like California Pizza Kitchen. While all 3 words may be used a lot for countless food businesses, your unique combination of words may be ownable. If you don’t need strong trademark protection, this could be your path forward. Just be sure to check with an IP attorney, since trademark law can be tricky.
Think Beyond Today’s Menu
Let’s say you are starting up a new restaurant specializing in lobster rolls. “Lucky Lobster” might seem like the perfect name. Fast forward a few years – seafood prices have skyrocketed and your customers are craving crab cakes and shrimp tacos even more than your signature dish. Suddenly, that clever name feels like a straitjacket.
Just ask Dunkin’. After decades of success, they realized their “Donuts” name had become a liability. In 2019, they dropped “Donuts” entirely. For Lucky Lobster, you won’t be so lucky, since Lucky appears in so many restaurant names that you’ll be more likely to find a four-leaf clover than trademark Lucky. Even adding another word like “Lucky Catch” might not be enough.
Instead, think bigger and bolder. Give your fledgling restaurant room to grow, with a name like “Fish On!” or “Crustacean Station” or “Claw & Order.”
Know Your Audience
Your naming approach should vary based on your business type.
Are you naming a holding company that only the board and investors will see? You might want a broad name that can accommodate mergers and acquisitions. A less specific name like Conagra could work well. If you need a stock ticker symbol, consider names that create natural, memorable tickers, more like Pepsico and its symbol PEP.
For local restaurants, context matters. A San Francisco establishment might want to think twice about names like “Alt-Eats” or “Greasy-Grub” – or maybe that’s exactly right for your concept? Make it a conscious choice.
Planning a national restaurant chain requires different considerations. Avoid names that might put off American customers, like “Putin’s Place” or “Jong-un Noodles.”
Don’t forget to trademark your name…you may need county, state, US or multi-country registrations.
Breaking Through the Noise
Mark Schaefer, in his book “Audacious: How Humans Win in an AI Marketing World,” emphasizes that indifference is marketing’s biggest enemy. The same applies to naming – a boring food company name won’t move the needle without massive investment. Here are some brands that dared to be different:
Liquid Death takes the traditionally boring category of water and transforms it into something aggressive and punk-inspired. An intriguing name that cleverly mocks other health-conscious water brands.
Voodoo Doughnut combined an irreverent name with its unusual flavors. Their brand turns doughnuts into an almost mystical rebellion against boring breakfast pastries. Plus, all the o’s remind you of doughnut holes.
Dogfish Head – a brewery in Delaware named after a place in Maine where the owner spent summers as a child. A distinctive name with graphics potential in a category where everything you can think of is already registered.
Zombie Burger – “What started as an idea to open a roadside burger restaurant turned into a full-out zombie-themed attraction replete with murals, neon, shakes and, of course, those burgers with horror movie-inspired names.”
The food industry may be crowded, but there’s always room for names that stand out from the crowd, but maintain a clear connection to your brand’s identity. Go ahead – be memorable, be distinctive, even be a little daring. Just make sure your name can grow with your vision and resonate with the customers you want to serve.
