How to come up with a trendy cafe name. Name as a way to increase profits

When creating your own business, the choice of an original name for a business is often put almost the last item on the list of tasks. Of course, the most beautiful name of the cafe will not be able to compensate for flaws in the organization of work, the development of methods for attracting customers. But if you choose it correctly, you will be able to avoid many problems and improve the effectiveness of the advertising campaign, promoting your services.

Café name selection criteria

One of the easiest and most profitable options is to open your own cafe. In some respects, such a catering and recreation establishment is similar to a restaurant, but has a limited assortment, can work in different formats, for example, self-service, confectionery, coffee shops, etc. In addition, it requires less investment to open, lower requirements are put forward service. When choosing a name for a cafe (it doesn’t matter where it is located - in a big or small city, village), you need to consider the basic criteria:

1. Do not cause ambiguous associations, unpleasant emotions.
2. Easy to remember and pronounce, be sonorous.
3. Harmonize with interior design, customer service form, service level.
4. It is desirable that the name reflects the concept of the institution.

These parameters are relevant when choosing. 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 institution or a Russian word, one syllable of which should be made in Latin transcription;
• display the name of the concept, format of the establishment, interior, service features, assortment;
• the creation of neologisms - words or phrases, you can combine the Russian and foreign bases;
• choice of easy to pronounce, short name without heavy semantic load;
• playing around with 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 that have a strong emotionality (Happiness, Dream, No worries). It is worth choosing very carefully names that are tied to historical figures (cafe Stirlitz, Dovbush, Pasternak, Pushkin, Landrin), movies or works of art(At the Protection Gate, Gentlemen of Fortune, Cherry Orchard, Moby Dick, Hero of Our Time, Hatiko, Turandot), geographical areas, city names (Toronto, Tibet, Tel Aviv, Windsor). It is advisable to do this only in case of 100% combination with the concept of the institution, so that the original name does not seem too pretentious and does not harmonize with the atmosphere in 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 the word denoting an alpine rural house and the already boring name Berezka is not a very good solution. More examples:, Soprano, Revolution, Olive Beach, Mu- Mu, Cat and cook, Spark). And, of course, you should not choose banal, boring names: Troika, Birch, Barberry, Marzipan, Yunost.

Advice: choosing a beautiful name for a cafe (including fast food), you need to make sure that it is not occupied by competitors, not patented. You can view the list of existing institutions on specialized portals.

Cafe naming examples

The name of the cafe should become a brand for its owners, visitors, easy to remember and evoke positive emotions and associations. Usually, such a task is entrusted to professionals in the field of naming, but if you wish, you can choose the original name yourself. We bring the following options beautiful names for a cafe (many positions are also suitable for fast food establishments):

Advice: if you can’t open your own fast food restaurant, you shouldn’t despair, there are many more interesting and easily implemented ideas. For example, the creation of a procurement and sale business 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 institution, it will be positively perceived by visitors (bistro Seven cockroaches, Hannibal, Los Vegas cafe, diner You Uhu Eat?, Clockwork eggs). You should not opt ​​for double-valued options or those that can cause ambiguous understanding: Paradise Hell cafe, Herase Japanese pub, Children of barbecue. When creating a neologism for the name, you also need not to overdo it ( Night Dozhor, BuhenNaus, Drunken traffic cop, Deep Throat, KhZ cafe - stands for " good place", but causes ambiguous associations).

“We should definitely buy a bar. It will be called "Puzzle". Everyone will come up, look - why "Puzzles"? And therein lies the whole puzzle!”

TV series "How I Met Your Mother"

The heroes of the popular series decided to buy a bar, and the idea for the name arose by itself. Such cases are extremely rare. Successfully naming an institution is not an easy task. The competition among bars in Moscow is high. The name should at the same time be different from the rest, and convey the main idea, and attract guests.

Want to know what the name of the bar is? What mistakes in names should be avoided? Read about it in the article. We list the basic principles of naming, consider best titles bars and less successful options.

How to come up with a bar name: the basic principles of naming

What needs to be done so that guests come to your bar? Attract their attention, interest their originality. The name is the first thing visitors learn about a bar. Therefore, its selection must be approached consciously.

Stick to the basic naming rules:

• Brevity. The title should contain no more than 2 words.
• Uniqueness. There are more than 1000 bars in Moscow. If your name is the same as others, you risk losing customers, they may simply mix up the establishments.
• euphony. A complex name will quickly be erased from memory.
• Associativity. When mentioning the name, your visitors should imagine a place with a pleasant environment. Negative associations scare away guests.

The name is the face of the institution's brand

The first thing to do is to think through all the nuances of the brand of your bar. Beerhouse in German, British, Czech style, youth bar with live music, tavern, sports bar. The style of the institution dictates the interior, menu, nature of the service and the name. Sometimes the opposite happens - the name becomes a source of inspiration when developing the concept of the institution.

Think over how your institution will be decorated, work out every detail of its brand. The more original the image is formed, the special atmosphere of the bar, the more interest it will arouse among the guests. In Moscow, the audience is sophisticated, so you have to come up with something truly original.

For example, a bar in british style can be called "Queen", "Scotland Yard", "Becker Str.", German - "Munich", "Stirlitz", "Frau Müller".

If you are looking for a name for a loft-style bar, use the words industrial sphere. Examples are "Floors", "Manufactory", "CheerDuck".

Play with existing titles

Establishments named after literary characters or taken from feature films are very popular. For example: “Coyote Ugly” (film “Coyote Ugly Bar”), “Duhless” (Sergei Minaev’s novel “Duhless”), “Leaky Cauldron” (from the cycle of Harry Potter novels), “Sherlock” (from the cycle of novels about Sherlock Holmes), "The Prancing Pony" ("The Lord of the Rings").

Try to take as a basis the name of a literary character or the name and transform it to fit the specifics of your institution. A good example is the name of the beer bar "Harry Porter". The guests have an association with the famous hero of books and films. At the same time, "porter" is a type of dark beer.

Bad bar names

Beer is the most requested drink in bars. But you don't have to dwell on this word. "Pivko", "Pivo-Vody", "Pivnaya zapravka", "Beer Kingdom", "Champion" - all these names evoke a strong association with a cheap beer establishment where marginal personalities gather. The name creates a reputation.

There are names that are ambiguously evaluated by visitors. For example: "Honey, I'll call you back", "Where am I?", "I love you, life!". Such names for bars are original and funny at first glance, but often cause bewilderment and rejection.

Name as a way to increase profits

What does the visitor evaluate? Level of service, pricing policy, quality of food and drinks, interior. There is no name on this list, but it is the name that encourages people to visit the bar.

St. Petersburg bars and coffee houses have always stood out for their atmospheric character. Instead of the classic "Moscow" and "Natalie" - biting phrases that evoke double feelings. Against the background of super-originality, many names are so boring that I would not even notice them if it were not for my laughing friends from other cities.

It translates as "I am grateful for today." The meaning is great, but the pronunciation is just tin. It's like getting a foreigner to say "welcome". While you are trying to pronounce it, you just want to leave these attempts and say - don't care, let's go to Zoom. They say, compound names abbreviated in simple speech. Among my friends, this is "a bar on the corner of a pea and a fountain", or "the one where the window sill is on the pavement." I have nothing bad to say about the bar itself. good food, tasty coffee.

My mother told me that if I licked the plate clean, sooner or later I would be accepted into the society of clean plates. Didn't cheat. The bar has a stylish interior and delicious cocoa.

Pun: either family restaurant or hyperfriendly. Inside home interior, the food is inexpensive, you can safely sit down with a laptop or fill up with friends.

There was so much noise around the name that it was impossible to pass by. It offended someone, someone doesn’t care, someone considers it an excellent marketing ploy. I consider this a provocation, but I have nothing against the institution.

"Larisa Vannu I want"

When I saw the name, a Georgian spoke in my head. Directly from the movie "Mimino". But the cuisine is obvious: if the voice in your head speaks with a Georgian accent, then there is samsa and barbecue.

Lebedev is not on them. The bold rule of leadership was that & should not be placed between Russian names. The logo is a flying pig on a fork, transforming into a sausage. Almost a mermaid. The restaurant specializes in huge selection beer and homemade sausages. There is some associative logic here.

"What people"

Simple expressions are often chosen as names. “Hi”, “How are you”, “What people!”. The facility is good. True, I expected that every time someone comes in, everyone exclaims the name of the bar in unison. It would be stupid, but funny.

If you are faced with the task of coming up with a name for a cafe, then it will not hurt you small digression in the history of this institution.

The name came from the French word cafe, initially only coffee was offered, hot chocolate, tea, cakes and others confectionery. They were prepared on the spot and local cheap products were used to the maximum in order to keep prices low and so that the owners of the establishment always had a profit.

The first cafe appeared at the end of the 17th century in Venice, and then in Marseille and Paris. They were also local centers of cultural life, where political news and theatrical performances were discussed, poets recited poems, and writers read their novels aloud.

These were, in fact, the same fashionable salons of aristocrats, but anyone could come here, he did not need an invitation.

The atmosphere was free, there were disputes, sometimes there were even duels, but everyone could express their opinion. Because of this very freedom of communication, their wild popularity began in Europe, especially in Paris.

There, on the corner of Boulevard Saint-Germain, the Café de Flore opened in 1887 and still exists today. The name for this cafe was given by the goddess Flora, the patroness of flowers, youth and the flowering of all things. Her statue was located opposite the institution. Today, the prestigious literary prize for young authors is awarded here. It is also popular with tourists and lovers of real French onion soup.

There is a wide variety of these establishments: a cafe-bar, a cafe-snack, a grill cafe, an ice cream parlor, a coffee shop, an Internet cafe.

Many entrepreneurs use a cafe franchise of a corresponding profile in their activities, which greatly reduces entrepreneurial risk. But in this case, the name of the institution is regulated by the clauses of the franchise agreement.

The contingent of visitors at cafes of various types differs in composition and age, as well as the interiors of the premises: modern and retro, made in American, Italian, Japanese, Mexican styles.

The cuisine is also different. Therefore, when deciding what to call a cafe, you can start from the category of customers, the style and location of the room, or from specialties.

In Europe, they are very fond of calling cafes by their location - “At the skyscraper”, “On the bridge”, “At the fountain”, so that it is easier to remember them.

If your signature dessert is called "Romance", "Tango" or "Bolero", then it can be made the name of the enterprise.

TO When most clients are students, it would be appropriate to choose the following names: “Resume”, “Portfolio”, “Illusion”, “Mood”, “Rendezvous”, “Wheel of Fortune”, “Oasis”, “Amigo”, “Android”.

If an art cafe opens, then something artistic will suit him: Vernissage, Maestro, Pastoral, Caprice, Vanguard, Autograph, Modern, Beau Monde, Photographer , "Salvador", "Majestic", "Pearl", "Muse", "Elegy". The beautiful name of the cafe is always liked by people of art, aesthetes and patrons.

Regardless of the style, the name for the cafe is chosen in such a way that it is understandable and absolutely clear to everyone, without any discrepancies. This will serve his popularity, create an excellent image, reduce advertising costs and attract more customers. For example, "Aquatoria", "Crown", "Temptation", "Coffee Man".

Sometimes you can use trendy slang for the name, that is, simplified well-known words, since the jargon is very popular among young people and in a couple of decades it smoothly flows into colloquial speech. This is justified when a youth or teenager cafe opens.

Here are some examples of slang: IMHO (IMHO - my humble opinion), freebie (free), avatar (picture), user (user), disk player (disco), umatovo (excellent).

The name of the cafe should in no case cause discomfort to customers.

For example, a cafe-bar designed for working guys from a car factory who come after a shift to sit with beer and pasties cannot be called "Blue Ball", "Fashion Outfit" or "Siren" in any way. You will simply lose these clients, real men.

However, there are owners who do not think for a long time about how to name the cafe. They use, relying only on their opinion, the words they like: agate, arabesque, blanche, hammock, glaze, dominoes, continent, panorama, container-bars, ultraviolet.

This approach also has the right to exist, since entrepreneurs risk only their own money and have the right to make any decisions.

Copyright "All-Russian Business Club"

When you say "Irish", what do you think of?

If you say "Lola", who do you see?

Which establishment has better coffee - "Bull Frog" or "Cow Cafe"?

Where is it better to cook - in "Quick and Easy" or in "Crazy"?

When opening a cafe or restaurant, choosing a unique, memorable name is an important part of the business planning process.

The name you give your cafe or restaurant can have an impact on its success. Every word has meaning, and words create stories that are backed up by visual stereotypes.

Let's look at the features of the naming of a catering establishment.

Simplename for a fast food cafe

How beautiful to name a cafe or restaurant: stages

1. Study of the market and competitive environment. This is necessary to understand how competitors position themselves and what the owner needs to stand out in the market.
2. Target audience analysis to determine what customers expect from you and what influences their choice.
3. Positioning strategy development- this is a way to correctly present the features of the institution.
4. Name generation. Using the previous three steps, you can narrow the search for the optimal name. Having studied all the nuances, experts will select the most beautiful names for a cafe or restaurant.
5. Bestoptions tested in focus groups. With their help, they choose the optimal name for the institution.

Branding agency KOLORO will conduct market and target audience analysis. The company's specialists will also study the competitive environment in order to identify possible risks and minimize them.

How to name a cafe

1. The name reflects the atmosphere. You should not call the cafe "Egg" if, apart from the omelette, eggs are not used anywhere.
2. When using your own name, it is worth considering how this will affect SEO. For example, naming a cafe "Lamonosov" would cause the restaurant's website to not appear on the first page of Google search results (after correcting it to Lomonosov).
3. The name of the establishment should be easy to remember. For example, "Swallow", "Sreda", "Bank" (restaurants in Moscow).

Popular cafe namewhich is easy to remember

1. It is important to consider the cuisine that is offered to visitors. You should not call the restaurant "U Ashot" if the menu is only sushi.
2. It is worth checking how the name sounds in conversation. The answer "I'm in Ikra" to the question "Where are you?" sounds better than "I'm in the Groove."
3. The name must be unique. Using someone else's name will cause unpleasant consequences.

At the KOLORO branding agency for a cafe or restaurant, they will suggest the best one and create your establishment.

Original spelling of the restaurant name

What is the best name for a cafe: options

1. Title generator. On the Internet, you can find dozens of name generator sites for establishments of any caliber. All you need to do is enter a name, the type of products you plan to sell, location, and the robot will pick up the name of a cafe or restaurant. Many restaurant name generators simply combine similar sounds or random words. This is the easiest, but not the most good way cafeteria naming.
2. Thinking about the name of the cafe, first imagine how it will look, for example, on a cup or clothes of a waiter. If the potential name does not fit or looks awkward, you should choose another one. For example, The Laughing Goat is a fun name for a coffee shop in the USA, which was chosen in this way.

Cafehe Laughing Goat("The Laughing Goat")

1. Experiments with the word: add letters or remove, swap or connect two words. For example, celebrity chef Wolfgang Puck named his very first restaurant Spago. There is also a restaurant "RGO" ("Russian Geographical Society") - for those who like to travel.
2. When naming a restaurant, you can use a significant date in your life or a favorite place. So it was with the Attika restaurant in Melbourne (Australia), which was recognized best restaurant countries in 2017.
3. Brainstorm with creative people to get a list of original titles. Thus, the name of the coffee house Cofax appeared. This is an abbreviation of the phrase "coffee in Fairfax" (Los Angeles area, USA). The name came about during a discussion about the Dodgers (Los Angeles baseball team). The creators of the coffee house realized that if we combine the phrase "coffee at Fairfax", we get Cofax, which coincided with the theme.

Learn how naming docks work from KOLORO branding agency. To do this, just look at the . We know how to name a cafe so that it makes a profit.

creative cafe name

How to come up with a name for a cafe or restaurant: popular ways

When choosing a restaurant name, consider the impression it will leave on customers. Will it be unforgettable? Can they say the name or write it down?

1. The cafeteria can be named after its location. This was done with The French Laundry (eng. "French Laundry" Napa Valley, California, USA). This is one of the most popular restaurants countries. The restaurant building housed a French laundry during the 19th century. The building was once a brothel, but the owners of the restaurant refrained from using such names.
2. original name for a fast food cafe - the name of the main dish. Thus, customers will know that, for example, in Pelmennaya they will enjoy the taste of stuffed dough dishes (vareniki, dumplings, khinkali), and not Peking duck.

Family restaurant name

1. A cafe or restaurant is the brainchild of the owner, so the name of the owner or people dear to him can be used in the name. The oldest institution Catering was opened in 1725 in Madrid. Then it was called Botin, and the Botin spouses owned it. While waiting for a decision on admission to the Royal Academy of Arts, the artist Francisco Goya worked as a dishwasher in the tavern. In the XIX century, the nephew of the last owners became the owner of the restaurant, so the name was changed to Sobrino de Botin. Under this name, it is listed in the Guinness Book of Records. The restaurant has become one of the most visited places in Madrid.
2. Using numbers in the title is another option to distinguish yourself in the market. For example, a restaurant caucasian cuisine"5642 height". This figure is the height of the highest point in Europe, Elbrus.
3. The name depends on the format of the institution. For the name of the anti-cafe, words related to time are suitable, for example, “Dial”, Local Time. in the title for children's cafe names should be used fairytale heroes, sweet, images from the world of children's fantasies: Orange Cow, Totya Motya.
4. Contact the specialists of the KOLORO branding agency. We created form style And unique name for a restaurant.

To make a restaurant profitable, everything must be taken into account: from the interior to the menu design. The name plays an important role in the process of creating a business. It should attract the attention of guests, cause a desire to visit the institution.

How to create an attractive name? How to come up with a restaurant name in accordance with the cuisine and concept? Read about naming rules right now!

How to come up with a restaurant name: basic requirements

To develop a name, you can contact marketers. Professional help will be expensive, but you will get ready-made options, which will suit your basic needs.

To independently develop the concept of the institution, come up with the name of the restaurant and the menu, use these tips:

• Use simple words that are easy to remember, spell and pronounce.
• Analyze what associative series, which calls the title. Unpleasant associations will cause rejection of potential visitors. The complete absence of associations will not bring profit.
• Try to convey through the title the main idea, concept of a restaurant. You can rely on the style of the interior, the nationality of the cuisine, the location of the establishment.
• Remember about harmony. A pleasant-sounding name is easy to remember and evokes positive emotions.
• Be original. Check your chosen names for uniqueness.

How beautiful to name a restaurant and where to get inspiration

How can you name a restaurant based on the menu or cuisine? Can't think of it? Look for examples of the best restaurateurs in the world. This will help you expand your horizons and come up with an interesting idea.

How to name a restaurant of European cuisine: what to look for

European cuisine is a rather broad concept. Typically, the menu contains continental breakfasts, italian pizzas and pasta, German strudel, and French desserts. Therefore, bet on the features of the kitchen will not work. You need to determine how your institution differs from competitors.

Most modern restaurateurs prefer to call the restaurant in English. This will help expand your target audience. For example, Grand family, "Real food restaurant".

How to name an Italian restaurant: examples from the homeland of pizza

To come up with the name of a restaurant in Italian style, to begin with, decide on the format of the institution. Exist Various types Italian restaurants: hostaria, osteria, taverna, trattoria, enoteca.

If you don't know what to name a restaurant Italian cuisine try to combine the designation of the type of institution with the name of the city, Italian surname, literary character. For example, a premium-class restaurant stylized as a country house can be called Taverna Rivoli(Rivoli is a small Italian city in the province of Turin).

One of the famous places in Italy Osteria francescana. Osteria- wine restaurant With snacks, francescana translates as "Franciscan". Similar example - "Enoteca Pinchiorri".

How to name a French restaurant with Parisian elegance

In France, they do not face the problem of the name. Often enough to combine the word "restaurant" with the name of the owner. name french restaurant in Moscow on this principle will not work. Another option is to use the name of the restaurateur in the French manner. For example, "Restaurant d'Helene".

When choosing the name of an institution, consider its positioning. Option for a family establishment with a menu for children "Le petite prince". place with a wide range of drinks "Aquarius"(translated as “aquarius”), If you are positioning a restaurant with a wide range of wines, a suitable name is "Château du vin".

How to name a restaurant of Russian cuisine and attract attention

In order to attractively name a restaurant with national Russian cuisine, it is necessary to emphasize its belonging to Russian culture. Try to reinforce positive associations, because, most of visitors national restaurants in Moscow it's tourists.

Appropriate titles - "Russian Sun", "Dr. Zhivago". Often the names of great Russian writers and poets are used in the names of restaurants - Pushkin, Chekhov.

To stand out from competitors and interest visitors, use Russian words that have no analogues in the West. For example, "Vatrushka", "Hut".

How to name a Russian restaurant and interest tourists? Write the name in transliteration - "Zabava", "Ded Mazay".

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Attract visitors by reflecting the assortment of the menu in the title. Don't know what to call meat restaurant? The answer lies on the surface "Meat&Vine", "Hunter's Prey", "Much Meat".

Experiment with names. Try to convey the features of the cuisine, the atmosphere, the style, the emotions that you want to see in the guests. Write down all the options, make associative chains, cut off everything banal and too complicated.

This is the development of the brand name and one of key points 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 over this work. At the same time, the naming process is reduced only to brainstorming and the subsequent selection of the most liked names. This is a fundamentally wrong approach, since the development of naming is complex step by step process requiring the involvement of experienced professionals.

There is no simple answer to the question of what to name a restaurant. This is the painstaking work of a group of experts.

Naming development, main stages:

1. Studying competitors.

Here it is important to understand the following:

• How do competitors position themselves in the market?
• What are the most commonly used naming conventions?
• What brand positioning strategies work best.

The main goal of the study is to stand out from competitors, and at the same time choose a name that will not scare away the consumer with its dissimilarity.

2. Studying the target audience. When researching consumers, it is important to highlight the following points:

• product or service selection factors
• favorite brand names
• emerging associations with a product or service.

3. Choice of positioning strategy. At this stage, you need to decide how you want to present your product or service. It depends not only on the quality of the product, but also on the current state of the market. The main positioning idea should resonate with its target audience.

What is meant by main idea? For example, for one restaurant it can be delicious homemade food and cozy environment. For another - famous chef and wealthy public.

4. Name generation. Only after passing the previous three stages, you can proceed to the development of the name. Here we come up with the maximum possible number of options 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. Checking the title with focus groups. The last step is to check the titles together with the target audience. What needs to be checked here?

• The euphony of the name
• No negative associations
• Brand alignment

7. Final approval of the name. Based on the results of the focus groups, the most successful name is selected.

How to name a restaurant: basic requirements

1. Difference from competitors. The name of the restaurant should not duplicate existing names and be noticeably different from them.
2. Nice association. Regardless of the chosen brand concept, the name of the restaurant should evoke pleasant associations, best of all, those associated with food.
3. Ease in memorization and pronunciation. These requirements are optional if the compound word has a strong association with something pleasant.
4. Correspondence. The name of the restaurant should reflect its main qualities: type of cuisine, service, design, etc.

The main 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 institution is made in warm yellow colors and attracts with its brightness, and at the same time with a cozy homely atmosphere.

The name of the cafe has two meanings at once:

1. Honey in the meaning of "honey". Causes associations with sweets, which are widely presented in cafes.
2. Honey in the meaning of "dear, dear". Cause warm associations associated with the house, loved one.

« TheBurger"

The Burger is a restaurant specializing in classic American burgers. The restaurant's menu includes 15 different burgers, as well as potatoes, salads and drinks.

The simple name fully meets the requirements of the brand: it emphasizes the type of cuisine (American) and reflects the main specialization of the restaurant.

The design of the restaurant is made in classical style American eateries, which once again reminds of its specifics. The target audience establishments - young, active people who appreciate Tasty food and warm atmosphere.

In addition to meat burgers, the restaurant also offers fish and vegetarian burgers, which allows you to further expand the circle of consumers.

"Caviar"

Restaurant "Ikra" positions itself as the best fish restaurant in Ukraine. The main "feature" of the institution - fresh caviar, Fish and seafood.

The name of the restaurant reflects its main concept - exclusivity and high quality. The target audience of the institution is wealthy clients, many of them are regular guests.

The restaurant is divided into three rooms with different decoration and interiors for every taste.

« bigoli"

Bigoli is an Italian restaurant whose main dish is pasta, as well as 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 the above examples have in common 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 success factors for a restaurant.

If you don’t know what to name a restaurant, Koloro branding agency specialists will be happy to help you with this. Contact us and we will select a name that will bring success and recognition to your restaurant!

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 the most inconspicuous food outlets. For example, recently a fan of Timati even decided to rename his shawarma kiosk to Black Star Shawerma. In general, choosing the names of famous personalities as the names of St. Petersburg catering establishments is already an ingrained tradition, which was even noted by Moscow advertiser Igor Saifullin last year. He then noted on Facebook that in St. Petersburg they often beat up some notorious names, combining them with the names of dishes, and as a result, Wong Kar Wine, Jack and Chan and Sandwich are obtained. The author of the post even invited his subscribers to think about other similar names, and then Vermicelli Obama, Delusional Food, Vinaigrette Garbo, Grigory SamoLeps, Friedrich Schnitzel and Warry Porter were born. Such a pool of creative ideas could be useful to restaurateurs, especially considering that such names seem to marketers to be very successful.

"The use of film images, playing on 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. Separation of consumer interests 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, the art director of the advertising group" Konstantin Ishmukhamedov.

Good luck and misses

Over the past few years, St. Petersburg has experienced a real boom in the emergence of establishments with a very unusual names, among which are "Pedro and Gomez visiting Larisa", "", "Sandwich", "", "Larisuvannuhochu". Konstantin Ishmukhamedov considers the last institution an example of successful naming.

“Of course, it’s not the name itself that is remembered, but the impression that it creates. And the emotions that it evokes. The audience at this institution is characterized by moderate taste preferences. They remember the funny name, and everything works out well for restaurateurs,” he says.

In honor of Lenin and a backpack

Marketers are of the opinion that the name of the institution does not affect its subsequent success too much. Nevertheless, you should be more careful with creativity, refusing obviously unpleasant associations.

“The name, of course, can attract attention, but you won’t go far with one name. Although some may scare away. For example, the same “Zhirobas” - I think that it scares away some part of the audience, since the associative series is not very pleasant , because few people want to be fat," says Victoria Kulibanova.

She also notes that it makes sense to give preference to easy-to-pronounce names, to make sure that the name is attractive to the audience for which it is intended, and also to some extent reflect the concept of the institution.

"The right cultural associations help to successfully compete with similar establishments of the same price level and menu category. For example, BURO ("Bureau") loses BURGER LAB ("Burger Lab") in identity. BURO is too abstract for street food, and BURGER LAB includes a concept in the name that reads effortlessly. As a result, BURO saves word of mouth and the location of the institution, but if they were on the same street, then BURGER LAB would select 50% of their audience," Konstantin Ishmukhamedov also notes.

However, the restaurateurs themselves do not always follow the rules, but rely on their own preferences and sympathies.

"We've got a lot going on with 'Mishka', there's a talking husky named Mishka on the internet, but it's actually just a backpack our co-founder had 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 did not mean this, and few people read this Soviet association. We just liked the phrase, it it means not that the plates are washed well, but that everyone eats up,” says Alexander Berkovsky.

Creative for tax

It is interesting that St. Petersburg restaurateurs show ingenuity and do not even neglect the issue of the name of legal entities. Thus, the St. Petersburg Union bar officially bears the name Sredny Klass LLC, and the restaurants of the St. Petersburg network are listed as Stallone LLC and Schwarzenegger LLC according to the documents. Customers of the restaurant "Society of Clean Plates" and the bar "Mishka" receive checks with the inscriptions LLC "Kotiki" and LLC "Unicorns".

"The name of a legal entity is a thing that has nothing to do with marketing, except perhaps with "marketing" aimed at the tax. 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, in the inspection bodies. At least they notice and a little bit, maybe it affects people, like the handwriting of a student who wrote an essay, "explains the appearance in the constituent documents of" Kotikov "and "Unicorns" Alexander Berkovsky.