The Importance Of The Right Name In F&B

Nevin Barich

Nevin Barich

LOS ANGELES , June 12, 2018 () – What’s in a name?

It’s a question that’s popped up recently in the food and beverage world when the restaurant chain long known as “IHOP” (an acronym for the chain’s original name “International House of Pancakes”)’ announced it had changed its name to “IHOB,”, which stands for the International House of Burgers. As it turns out, the name change will only be temporary as the chain highlights its new Steakhouse Burgers, but social media was nonetheless abuzz with the mere idea that an iconic name would be changed.

Now all things being equal, the name of a restaurant, particularly a long-established one, should mean little. A name doesn’t change the menu, it doesn’t change the quality of food, and it doesn’t change the level of service. But things are not all equal. The right name is vital for a restaurant, or any food or beverage item for that matter, so when you change a well-known name, it automatically becomes a big gamble.

There’s a scene in “The Founder,”, a major motion picture about the rise of McDonald’s, in which Ray Kroc (played by Michael Keaton), who has just purchased the full rights to McDonald’s. He, is asked by company co-founder Dick McDonald why he tried to take over McDonald’s instead of just creating his own company and mimicking McDonald’s business model. Kroc’s response:

It’s not just the system, Dick. It’s the name. That glorious name, McDonald’s. It can be anything you want it to be. It’s limitless. It’s wide open. It sounds like…America. As opposed to “Kroc.” It’s a crock. What a load of crock. Would you eat at a place named Kroc’s?

The point being made in the scene was that the ins and outs of a restaurant is only a part of whether it succeeds or fails, maybe even a small part. The name is vital. It has to grab people, speak to people. And if a restaurant comes up with such a name that accomplishes that, then the idea of changing it has to be treaded on very lightly.

Nevin Barich is the Food and Beverage Analyst for Industry Intelligence, which can help YOU better address your own industry challenges. We invite you to come take a look at our service. Call us today at 310-553-0008 and we’ll schedule you for a 15-minute demo.

* All content is copyrighted by Industry Intelligence, or the original respective author or source. You may not recirculate, redistrubte or publish the analysis and presentation included in the service without Industry Intelligence's prior written consent. Please review our terms of use.

Share:

About Us

We deliver market news & information relevant to your business.

We monitor all your market drivers.

We aggregate, curate, filter and map your specific needs.

We deliver the right information to the right person at the right time.

Our Contacts

1990 S Bundy Dr. Suite #380,
Los Angeles, CA 90025

+1 (310) 553 0008

About Cookies On This Site

We collect data, including through use of cookies and similar technology ("cookies") that enchance the online experience. By clicking "I agree", you agree to our cookies, agree to bound by our Terms of Use, and acknowledge our Privacy Policy. For more information on our data practices and how to exercise your privacy rights, please see our Privacy Policy.