This is the development of a brand name and one of the key points of positioning.
The importance of a well-chosen name is difficult to overestimate. The consumer’s perception of the product, its positioning in the market and all subsequent promotion depend on this.
Small companies often try to take on this work themselves. In this case, the naming process comes down only to brainstorming and the subsequent selection of the most liked names. This is a fundamentally wrong approach, since naming development is complex step by step process, requiring the involvement of experienced specialists.
There is no easy answer to the question of what to name a restaurant. This is painstaking work by a group of experts.
Naming development, main stages:
1. Study of competitors.
It is important to understand the following here:
- how competitors position themselves in the market;
- what naming techniques are used most often;
- what brand positioning strategies work best.
The main goal of the study is to differentiate from competitors, and at the same time choose a name that will not scare away the consumer with its dissimilarity.
2. Study of the target audience. When researching consumers, it is important to highlight the following points:
- factors for choosing a product or service
- favorite brand names
- emerging associations with a product or service.
3. Choosing a positioning strategy. At this stage, you need to decide how you want to present your product or service. This depends not only on the quality of the product, but also on the current state of the market. The main positioning idea should resonate among its target audience.
What is meant by main idea? For example, for one restaurant it may be delicious homemade food and a cozy environment. For another - famous chef and wealthy audience.
4. Generating titles. Only after completing the previous three stages can you proceed to developing a name. Here the maximum possible number of options is invented that correspond to the main idea of positioning.
5. Choosing the most successful names. At this stage, a team of marketers and copywriters, together with customers, select several of the most suitable options.
6. Title testing using focus groups. The last stage is checking the names together with the target audience. What needs to be checked here?
- The euphony of the name
- No negative associations
- Compliance with the brand concept
7. Final approval of the name. Based on the results of focus groups, the most successful name is selected.
How to name a restaurant: basic requirements
- Difference from competitors. The name of the restaurant should not duplicate existing names and should be noticeably different from them.
- Pleasant association. Regardless of the chosen brand concept, the name of the restaurant should evoke pleasant associations, best of all those associated with food.
- Easy to remember and pronounce. These requirements are not necessary if the complex word has a strong association with something pleasant.
- Correspondence. The name of the restaurant should reflect its main qualities: type of cuisine, service, design, etc.
Basic mistakes when choosing a name
How to name a restaurant: successful examples
«
Honey"
"Honey" is a cafe specializing in French desserts. The design of the establishment is made in warm yellow colors and attracts with its brightness and at the same time cozy homely atmosphere.
The name of the cafe has two meanings:
- Honey meaning "honey". Evokes associations with sweets, which are widely represented in cafes.
- Honey meaning “sweet, dear.” They evoke warm associations associated with home and a loved one.
«
TheBurger"
"The Burger" is a restaurant specializing in classic American burgers. The restaurant's menu includes 15 different burgers, as well as fries, salads and drinks.
The simple name fully meets the brand’s requirements: it emphasizes the type of cuisine (American) and reflects the main specialization of the restaurant.
The design of the restaurant is made in the classic style of American diner, which once again reminds of its specificity. The target audience establishments - young, active people who value Tasty food and a warm atmosphere.
In addition to meat burgers, the restaurant also offers fish and vegetarian burgers, which allows it to further expand the range of consumers.
"Caviar"
Restaurant "Ikra" positions itself as the best fish restaurant Ukraine. The main feature of the establishment is fresh caviar, Fish and seafood.
The name of the restaurant reflects its main concept - exclusivity and high quality. The establishment's target audience is wealthy clients, many of them are regular guests.
The restaurant is divided into three rooms with different designs and interiors to suit every taste.
«
Bigoli"
"Bigoli" - restaurant Italian cuisine, whose main dish is pasta, but also pizza, risotto and Italian desserts.
Bigoli is the view Italian pasta made from buckwheat or wheat flour.
The name of the restaurant reflects the concept of Italian cuisine, as well as the atmosphere of home comfort.
The establishment has two large halls and a summer terrace. All interior items are custom-made specifically for the restaurant and create a warm, homely atmosphere.
All of the above examples are united by the fact that their names reflect the main concept of the restaurant, and at the same time are easy to remember and sound good. This once again proves that the choice of name is one of the key factors in the success of a restaurant.
If you don’t know what to name your restaurant, the specialists of the Koloro branding agency will be happy to help you with this. Contact us and we will choose a name that will bring success and recognition to your restaurant!
If you decide to open a cafe, then, in addition to choosing an excellent coffee machine, interior style and original recipes desserts and drinks, the choice of name remains an important step. You need to choose a name that can interest even a casual passerby so much that he wants to visit your establishment.
As a rule, a cafe is a place where there is a cozy atmosphere, where people like to meet for a cup of coffee or lunch. This feature must be taken into account when choosing a name: play on the word “coffee” itself, as a drink or coffee shop, as an establishment. Come up with an original name that will convey the mood and atmosphere.
Basic rules that are worth considering when choosing a beautiful name for a cafe: it should be short and memorable, evoke positive emotions, be associated with the type of your activity, and also work for a specific audience (for example, it could be a children's cafe, a lounge, a roadside cafe, -shop, etc.).
Do you have several interesting options names in your head? To avoid repetition or to pick up more ideas, look at the names of existing establishments in your industry. Think it over carefully and choose the best option.
Examples of cafe names and logos
Keywords in this industry:
coffee, latte, espresso, cup, tea, caffeine, grains, barista, breakfast, lunch, desserts, drinks, aroma, comfort, friendly, family, original, creative, house.
How to create a logo for a cafe?
Make your establishment more attractive and recognizable with a good logo. Logaster will help you create a cool logo quickly and easily. All you need is a few minutes of your time and a little inspiration.
In order for a cafe or restaurant to make a profit and attract customers, it is not enough to just build the business correctly. It is very important to come up with a good, interesting, catchy and memorable name. This article suggests exploring 30 options. beautiful names, one of which may be your cafe, restaurant, club or other private enterprise:
1. "Rendezvous" - in other words, a meeting. This is a very good and memorable name.
2. "MEETING" - the same as RENDEZ, only in the Russian way.
3. "PROVENCE" is an excellent, modern and fashionable name, for example.
4. "TENDER MAY" - nostalgia of Soviet times.
5. "BRIGANTINE" - interesting name, will always be heard.
6. "HUMMINGBRI" - a small bird. An easy and simple name, suitable for both a regular cafe and a children's cafe.
7. "PENGUIN" - which can also be dubbed as "GwinPin". A very simple, but at the same time not common name.
8. “SCARLET SAILS” is a phrase known from school. Suitable for the name of a youth cafe.
9. “BE PREPARED” - this name would be just right for a youth cafe or nightclub.
10. USSR - quite suitable for a cafe, bar with attributes and symbols of Soviet times.
11. "POBEDA" is an interesting and memorable name for a cafe of any type.
12. “RED SQUARE” - this name is especially suitable if the cafe area is decorated with red paving stones.
13. "COLUMBUS" is an unusual but memorable name.
14. "SUBMARINE" - the interior of the cafe is made in the form of a submarine.
15. "Thumbelina" - this name is suitable for children's cafe.
16. “GOLDEN KEY” or “Pinocchio” - also suitable for a children’s cafe.
17. "BAIKAL" is a deep and rich name for any public institution.
18. "LEOPOLD" - a cheerful and positive name for adults and children's cafes and bistros.
19. “GOLDEN KHOKHLOMA” is an interesting name for a cafe, built from wooden beams with corresponding paintings inside the premises.
20. "TORTILA" - for children and adults, where a lot of sweets and various goodies are offered.
21. “JUBILEE” is a very common name that is suitable for a mini cafe.
22. "PIONEER" - nostalgia for the Soviet era.
23. "PEGASUS" is a simple and luxurious name.
24. "FAMILY" - a suitable name for family inexpensive cafes and a large assortment of dishes.
25. "BANIFACIO" - the name for a children's cafe.
26. "GLOBUS" is an unusual and interesting name for a restaurant or cafe located in a resort town or near a body of water.
27. "NORTHERN LIGHTS" - a magnificent and colorful name.
28. "MIRAGE" is a suitable name for 24-hour cafes.
29. "ICEBERG" - the name for nightclubs or restaurants located on the sea coast.
30. "GULLIVER" is a sonorous name for a children's cafe.
Here are some names for your new cafe.
Yes, whatever you call the ship, that’s how it will sail. Naming a store correctly means a lot!
A creative approach to choosing names for restaurants and cafes can be called one of the features of St. Petersburg. This trend does not bypass even completely inconspicuous food outlets. For example, recently a fan of Timati even decided to rename his shawarma kiosk Black Star Shawerma. In general, choosing the names of famous personalities as the names of St. Petersburg catering establishments is already an established tradition, which was even noted last year by Moscow advertiser Igor Saifullin. He then noted on Facebook that in St. Petersburg they often play with some well-known names, combining them with the names of dishes, and the end result is Wong Kar Wine, “Jack and Chan” and “Buterbrodsky”. The author of the post even invited his subscribers to think about other similar names, and then “Vermicelli Obama”, “Brad ObshchePit”, “Vinaigreta Garbo”, “Grigory SamoLeps”, “Friedrich Schnitzel” and “Warry Porter” were born. Such a reserve creative ideas could be useful for restaurateurs, especially considering that such names seem very successful to marketers.
“The use of film images and the names of actors works well for positioning. For example, the names Wong Car Wine or “Jack and Chan” correspond to the cuisine of the establishments and attract the appropriate audience. Sharing the interests of the consumer at the naming level helps him identify the establishment as adequate to his taste and intellectual preferences. You can quickly be remembered and give guests a feeling of meeting their needs,” explains the appearance of such names, art director of the advertising group “” Konstantin Ishmukhamedov.
Hits and misses
Over the past few years, St. Petersburg has experienced a real boom in the emergence of establishments with very unusual names, including “Pedro and Gomez visiting Larisa”, “”, “Buterbrodsky”, “”, “Larisuvannu want”. Konstantin Ishmukhamedov considers the last establishment an example of successful naming.
“What is remembered, of course, is not the name itself, but the impression it creates. And the emotions it evokes. The audience of this establishment is characterized by moderate taste preferences. They remember the funny name, and everything turns out well for restaurateurs,” he says.
In honor of Lenin and the backpack
Marketers express the opinion that the name of an establishment does not have too much influence on its subsequent success. Nevertheless, you should be more careful with creativity, giving up obviously unpleasant associations.
“The name, of course, can attract attention, but the name alone will not get you far. Although some may scare them off. For example, the same “Fatty Bass” - I think that it scares off some part of the audience, since the associative series is not very pleasant , because few people want to be a fat bass,” says Victoria Kulibanova.
She also notes that it makes sense to give preference to names that are easy to pronounce, make sure that the name is attractive to the audience for which it is intended, and also, to one degree or another, reflects the concept of the establishment.
"The right cultural associations help to successfully compete with similar establishments of the same price level and menu category. For example, BURO ("Bureau") loses to BURGER LAB ("Burger Lab") in identity. BURO is too abstract for a street kitchen, and BURGER LAB includes in the name a concept that can be read effortlessly. In the end, BURO is saved by word of mouth and the location of the establishment, but if they were on the same street, BURGER LAB would take 50% of their audience," Konstantin Ishmukhamedov also notes.
However, restaurateurs themselves do not always follow the rules, but rely on their own preferences and likes.
“With “Mishka” we had a lot going on, there’s a talking husky named Mishka on the Internet, but in fact our second co-founder’s backpack was just called “Mishka”, and we looked at how it was written and it seemed cool. It’s emotional and a cozy word then described everything we wanted to do. As for the “Society of Clean Plates” - this is Bonch-Bruevich’s story about Lenin, but we didn’t mean that, and few people read this Soviet association. We just liked the phrase, it it doesn’t mean that the plates are washed well, but that everyone finishes their food,” says Alexander Berkovsky.
Creative for the tax office
It is interesting that St. Petersburg restaurateurs show ingenuity and do not neglect even the issue of the name of legal entities. Thus, the St. Petersburg Union bar is officially called Sredniy Klass LLC, and the restaurants of the St. Petersburg chain are listed according to documents as Stallone LLC and Schwarznegger LLC. Clients of the Clean Plate Society restaurant and the Mishka bar receive checks with the inscriptions "Kitties" LLC and "Unicorns" LLC.
“The name of a legal entity is something that has nothing to do with marketing, except perhaps with “marketing” aimed at the tax authorities. It just shows our attitude to life, it seems to us that we are doing something fun and enjoyable. By the way, sometimes it doesn’t matter they react to this, in the same tax office, in the inspection authorities. At least they notice and, perhaps, it influences people a little, like the handwriting of a student who wrote an essay," explains the appearance in the constituent documents of "Kotikov" and "Unicorns" Alexander Berkovsky.
When creating your own business, choosing an original business name is often considered almost the last item on the list of tasks. Of course, the most beautiful name of a cafe cannot compensate for shortcomings in organizing work and developing methods for attracting customers. But if you choose it correctly, you can avoid many problems and improve efficiency advertising campaign, promoting your services.
Criteria for choosing a name for a cafe
One of the easiest and most profitable options is opening your own cafe. Such an establishment Catering and recreation in some aspects is similar to a restaurant, but has a limited range, can operate in different formats, for example, self-service, confectionery, coffee shop, etc. In addition, opening it requires less investment, lower requirements for the level of service are put forward. When choosing a name for a cafe (it doesn’t matter where it is located - in a large or small town, village), it is necessary to take into account the basic criteria:
- Do not evoke ambiguous associations or unpleasant emotions.
- Easy to remember and pronounce, be sonorous.
- Harmonize with interior design, form of customer service, level of service.
- It is desirable that the name reflects the concept of the establishment.
These parameters are also relevant when selecting . To quickly choose a beautiful name for your cafe, you can use the following approaches:
- use a foreign word with suitable semantics depending on the format of the establishment or Russian word, one syllable of which is made in Latin transcription;
- display the name of the concept, format of the establishment, interior, service features, assortment;
- creation of neologisms - words or phrases that can combine Russian and foreign bases;
- choosing an easy to pronounce, short name without a heavy semantic load;
- playing on words that mean opposite concepts;
- play on words.
When choosing an original name for a cafe, it is better to avoid using personal names (Lydia, Anna) and words with strong emotionality (Happiness, Dream, Without Cares). You should very carefully choose names that are tied to historical figures (cafe Stirlitz, Dovbush, Pasternak, Pushkin, Landrin), films or works of art (At the Pokrovsky Gate, Gentlemen of Fortune, The Cherry Orchard, Moby Dick, Hero of Our Time, Hachiko, Turandot), geographical locations, city names (Toronto, Tibet, Tel Aviv, Windsor). It is advisable to do this only in case of 100% combination with the concept of the establishment, so that original name It didn’t seem too pretentious and didn’t clash with the atmosphere of the cafe. It is also important to choose a name that is harmonious in meaning (for example, Chalet Berezka - in our opinion, the semantic combination of a word denoting an Alpine rural house and the already boring name Berezka is not a very good solution. More examples: An old house, Soprano, Revolution, Olive Beach, Moo-Moo, The Cat and the Chef, Spark). And, of course, you shouldn’t choose banal, boring names: Troika, Berezka, Barberry, Marzipan, Youth.
Advice: choosing a beautiful name for a cafe (including fast food), you need to make sure that it is not occupied by competitors or patented. You can view the list of operating establishments on specialized portals.
Examples of cafe names
The name of the cafe should become a brand for its owners and visitors, be easy to remember and evoke positive emotions and associations. Typically, this task is entrusted to professionals in the field of naming, but if you want to choose an original name, you can do it yourself. We present the following options for beautiful names for cafes (many positions are also suitable for fast food establishments):
Advice: If you don’t succeed in opening your own fast food establishment, you shouldn’t despair, there are still many interesting and easily implemented ideas. For example, creating a business for procurement and sale herbal tea, soap making self made, growing mushrooms (reaches $500-1000 per 1 kg).
When choosing a beautiful name for a cafe, it is important to feel the fine line that you should not cross, otherwise the name will not be in harmony with the establishment or be positively perceived by visitors (Seven Cockroaches bistro, Hannibal, LosVegas cafe, You Ate Woohoo? diner, Clockwork Eggs). You should not opt for double-digit options or those that may cause ambiguous understanding: the Paradise Hell cafe, Herase Japanese pub, Children of the Grill. When creating a neologism for a name, you also need not to overdo it (Night Watch, BuchenNaus, Drunken traffic cop, Deep Throat, cafe HZ - stands for “ good establishment", but causes ambiguous associations).
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