How to Name a Restaurant: The Complete Guide

Illustration of 2 chefs laughing

Selecting a name for your restaurant can feel like choosing a name for your child, it’s personal, emotional, and carries significance.

A name sets the tone, defines your brand’s personality, and, if done right, stays in the minds of your customers for years to come.

Let’s dive into the heart of the matter and explore the art and science behind crafting that perfect restaurant name.

“Your brand name is the single most important identity for your new venture.” – Anonymous Brand Guru

Here’s a quick stat: Did you know that 77% of consumers make a purchase based on a brand name? (Source) Whether you’re thinking of opening a cozy café or a sophisticated diner, the name you choose can indeed make a massive difference to your success.

In this guide, we’ll delve into the nuances of naming, the do’s and don’ts, and give you actionable tips to set your restaurant name apart.

Brainstorming and Research

The Importance of Brainstorming

First things first, why is brainstorming so essential? Well, think of it as your creative sandbox. It’s where you throw all your ideas, no matter how wild or unconventional, and see what sticks.

  • Mind Mapping: A visual way to represent ideas and concepts. Draw a circle with your restaurant’s core concept in the middle, and branch out with related terms, themes, or ideas.
  • Word Association: Say a word out loud, and jot down the next word that comes to mind. It’s a fun exercise and can lead to some unique name ideas.

“The best way to have a good idea is to have a lot of ideas.” – Dr. Linus Pauling

Conducting Valuable Research

Now, with a good list of potential names, it’s research time. Dive into the vast sea of information and fish out what’s relevant for your brand.

  1. Competitor Analysis:
    • Check out names of competitors in your area. What vibes do they give off?
    • Identify gaps in the market. Maybe there’s a theme or concept not yet explored?
  2. Target Audience Insight:
    • Who are you trying to attract? Families? Young professionals? Foodies?
    • Understand their preferences. A quirky, modern name might appeal to millennials, while a classic, elegant name might attract an older demographic.
  3. Local Area Research:
    • Infuse local culture, history, or landmarks into your name for a personal touch.
    • For example, if you’re near the beach, words like ‘Cove’, ‘Bay’, or ‘Tide’ might resonate.

Tips for Finding Inspiration:

  • Travel Magazines: They’re filled with rich descriptors of places and cuisines.
  • Foreign Words: Incorporate words from other languages that relate to your restaurant’s theme. ‘Luz’ (light in Spanish) could be a great fit for a bright and airy café.
  • Literature and Movies: Think of classic scenes from movies or books that align with your restaurant’s ambiance. Maybe there’s a hidden gem waiting to be discovered!

Remember, naming your restaurant is as much an art as it is a science. It’s about capturing the essence of your vision and translating it into a word or phrase that connects to your audience.

Cultural and Ethical Considerations

As we venture further into the naming journey, there’s an aspect we simply can’t ignore: cultural and ethical considerations. Let’s navigate this tricky terrain together.

Why Cultural Sensitivity is a Must

In an ever-globalizing world, being respectful and understanding of different cultures isn’t just good manners—it’s good business. When your restaurant’s name honors a particular culture or cuisine, it can attract patrons who appreciate authenticity.

Culture is the widening of the mind and of the spirit.” – Jawaharlal Nehru

However, a misstep can lead to:

  • Misrepresentation: Using a cultural term without understanding its significance can offend or alienate.
  • Bad PR: In our digital age, word spreads fast. A name seen as insensitive can quickly become a viral controversy.

Navigating Cultural Appropriation

Here’s a term that’s been gaining traction lately: Cultural Appropriation. It’s the borrowing or imitation of elements from one culture by members of another culture, especially when perceived as disrespectful.

Tips to Avoid Cultural Missteps:

  • Deep Dive into the Culture: If your restaurant is inspired by a specific culture or region, immerse yourself. Learn the stories, traditions, and nuances.
  • Ask & Listen: Engage with members of that community. Their insights can guide you away from unintentional missteps and towards names that resonate and respect.
  • Stay Authentic: Avoid mixing different cultural elements just because they sound exotic. Stick to what aligns with your restaurant’s genuine theme.

Real-World Examples

Let’s illustrate with some tales from the trenches:

  1. Success Story“Banh Mi Deli” – A Vietnamese sandwich shop that uses the native term “Banh Mi” which translates to bread. It’s straightforward, authentic, and gives customers a hint of the culinary experience they can expect.
  2. Oops Moment“Karma Sushi” – While sushi is distinctly Japanese, karma finds its roots in Indian religions. Mixing these elements might seem catchy but can come across as inauthentic.

While naming is a creative pursuit, it’s essential to tread with understanding and respect. It’s all about striking the right balance between inspiration and sensitivity.

Branding Considerations for Naming

With our brainstorming and cultural considerations covered, let’s drill down into the very essence of naming your restaurant. Here are some key considerations that’ll guide your process.

1. Brand Identity & Voice

Your restaurant’s name is a verbal encapsulation of its brand. So, what feelings or images do you want to evoke when patrons hear it?

  • Themes and Vibes: Are you going rustic or modern? Casual or fine dining?
  • Specialties: Celebrating a particular dish or cuisine? Maybe it deserves a nod in the name.
  • Unique Selling Proposition (USP): What sets your restaurant apart? This distinction can guide your naming.

Your brand is what other people say about you when you’re not in the room.” – Jeff Bezos

2. Target Audience & Appeal

Your audience isn’t everyone—it’s specific groups of people who resonate most with your brand.

  • Demographics: Think about age, lifestyle, and preferences. “Pixel Pizzeria” might appeal to tech enthusiasts, while “Vintage Vines Vineyard” resonates with wine aficionados.
  • Psychological Connection: A name that strikes an emotional chord often becomes memorable. Consider names that evoke nostalgia, happiness, or even intrigue.

3. Memorability & Pronunciation

A tongue-twister of a name? That might not be the best choice.

  • Simplicity: Aim for names easy to spell and pronounce.
  • Distinctiveness: It should stand out in a sea of competitors and be quickly recallable.

4. Storytelling Power

Stories create connections. Can your restaurant’s name tell a story?

  • Origin Stories: Is there a beautiful story about how your restaurant came to be?
  • Mythology & Legends: Perhaps there’s a legend related to a dish or drink you serve?

For example, the “Phoenix Café” might be named so because it was a business that rose from the ashes of a previous venture, symbolizing rebirth and resilience.

5. Cohesive Branding Strategy

Your restaurant’s name should be in harmony with other branding elements.

  • Visual Alignment: Think logos, interior design, and menu aesthetics. If your restaurant’s called “The Rustic Barn,” a sleek, futuristic logo might feel out of place.
  • Tone and Voice Consistency: This includes your marketing messages, social media posts, and even how your staff communicates.

That wraps up our considerations for naming. It might feel like a lot to juggle, but remember, at the heart of it all, it’s about capturing the essence of your vision.

Dos and Don’ts for Naming a Restaurant

With all the groundwork laid, it’s time for some clear-cut guidelines. Let’s tackle the dos and don’ts to ensure your restaurant name isn’t just good, it’s stellar!

🟢 Do’s:

1. Embrace Authenticity:

  • If your dishes hail from a particular region, reflect that in your name. Example: “Tuscan Tables” for an Italian eatery.

2. Ensure Easy Pronunciation:

  • Names that roll off the tongue are more likely to be shared. Think: “Sizzle Grill” versus “Szczecin Grille”.

3. Test Out Loud:

  • Say the name aloud multiple times. Does it have a pleasant rhythm? Would you remember it after hearing it just once?

4. Check Domain Availability:

  • In the digital age, having an online presence is crucial. Ensure your desired name’s domain is available. Tools like Namecheap or GoDaddy can help here.

5. Reflect Your USP:

  • Whether it’s a signature dish, a unique theme, or a special ingredient, let your name hint at what sets you apart.

A rose by any other name would smell as sweet, but would it be as memorable?” – Shakespeare (with a twist)

🔴 Don’ts:

1. Avoid Trend Overload:

  • While it’s okay to tap into current trends, avoid names that might feel outdated in a few years. “Quinoa Kingdom” might seem hip now but could lose its charm.

2. Steer Clear of Clichés:

  • Names like “Tasty Tavern” or “Delicious Diner” are generic and forgettable.

3. Bypass Long Names:

  • “The Old Antique Woodwork Café by the Bay” might paint a picture, but it’s quite a mouthful. Aim for brevity.

4. Avoid Confusing Spellings:

  • Unique doesn’t mean complicated. If customers can’t spell it, they might have trouble finding you online.

5. Steer Away from Negative Connotations:

  • Double-check that your chosen name doesn’t have a different, perhaps negative, meaning in another language or culture.

Real-World Glimpses:

1. Success Spotlight“Five Guys”

Named after the founder’s five sons, it’s simple, personal, and memorable.

2. Missed Mark“Frying Nemo”

While playful, it sparked some controversies given its reference to the beloved fishy character.

Legal and Practical Considerations

Beyond creativity and passion, there are some key legal and practical matters to bear in mind when choosing that perfect name.

1. Trademark Registration

Why Trademarks Matter:

Protecting your name legally means no one else can swoop in and use it, causing confusion or worse—capitalizing on your hard-earned reputation.

Steps to Register:

  1. Search First: Use the U.S. Patent and Trademark Office’s database (or your country’s equivalent) to ensure your desired name isn’t already trademarked in your category.
  2. Application: Submit a trademark application. Consider consulting a legal expert—it’s a nuanced process.
  3. Maintenance: Once registered, ensure you renew as required and monitor for infringements.

Knowledge is the key to prevention.” – Anonymous

2. Local Regulations & Conventions

Different places have different naming norms and regulations.

  • Naming Restrictions: Some areas might restrict the use of certain terms or insist on including others. For instance, using “Bank” in a name could mislead customers.
  • Licensing: Certain names might need specific licenses, like if you imply that you’re selling alcohol or offering specific services.

3. Digital Presence & Similar Names

Online Considerations:

  1. Domain Name: Ensure your restaurant’s name domain (.com, .net, etc.) is available. If not, can you tweak it without losing essence?
  2. Social Media Handles: Your name should be available, or adaptable, across platforms like Instagram, Twitter, and Facebook.
  3. Google Search: A quick search can reveal if there are other businesses with similar names. You don’t want customers confusing you with another eatery halfway across the globe!

Handling Businesses with Similar Names:

  • Differentiation: If there’s a similarly named restaurant, ensure your branding, logo, and overall theme set you distinctly apart.
  • Local vs. Global: A small local café might not conflict with a distant one with a similar name. But if you plan to expand or franchise, think ahead!

4. Reputation Management

Your restaurant’s name is often the first keyword customers use to find or review you online.

  • Review Platforms: Platforms like Yelp, TripAdvisor, and Google Reviews become key. Engage actively, respond to reviews, and ensure your name’s reputation stays sparkling!

While it’s easy to get swept up in the romance of creating a brand, these legal and practical tidbits ensure that your dream remains untarnished by unforeseen challenges.

Tools for Naming a Restaurant

Now, what if I told you there are some trusty tools out there to help make your naming journey a tad bit easier? While your instinct and creativity are paramount, these tools can offer some help with gathering inspiration.

1. Online Name Lists and Generators:

Sometimes, all you need is a little nudge in the right direction.

Usage Tip: While a generator can offer cool suggestions, always ensure they align with your restaurant’s theme, audience, and vibe.

2. Trademark Search Tools:

Before you get too attached to a name, let’s make sure it’s legally available.

  • USPTO Search: For our friends in the U.S., this is the official site to check if your name’s already trademarked.
  • WIPO Global Brand Database: If you’ve got global ambitions (or just want to double-check), this database covers multiple countries.

Pro Tip: After initial checks, it’s wise to consult with a legal expert to ensure thoroughness.

3. Domain Name Search Tools:

In today’s digital age, securing your online address is just as crucial as your physical one.

  • GoDaddy: A popular tool to check domain availability and purchase your desired website name.
  • Namecheap: Another trusted platform to check and register your restaurant’s domain.

Remember: Aim for a “.com” domain if possible—it’s universally recognized and trusted.

4. Feedback & Survey Tools:

Once you’ve got a name or two in mind, why not get some feedback?

  • SurveyMonkey: Create a quick survey and share it with potential customers, friends, and family.
  • Google Forms: A free alternative to gather feedback on your potential restaurant names.

Engagement Idea: Make it interactive! Host a naming contest or offer a reward for the best feedback.

As we wrap up our toolkit exploration, remember—these tools are aides, guiding you along your journey. The heart and soul of your restaurant’s name come from your vision and passion.

Testing and Feedback

So, you’ve brainstormed, sifted through names, and have a couple of frontrunners. Now, let’s ensure your chosen moniker isn’t just good, but golden. How? Through testing and feedback.

1. The Power of Focus Groups:

Gather a diverse group of individuals that reflect your target audience. Share your potential names, the concept of your restaurant, and gauge their reactions.

  • What to Look For: Emotional reactions, first impressions, and any associations they make with the names.
  • Setting it Up: Use platforms like UserTesting or simply gather friends, family, or community members.

2. Conduct Surveys:

Surveys allow you to collect broader feedback without geographical constraints.

  • Platforms: As mentioned, SurveyMonkey and Google Forms are fantastic tools.
  • Question Crafting: Besides asking about the name, inquire about feelings it evokes, imagery it conjures, or any culinary guesses based on the name alone.

Feedback is the breakfast of champions.” – Ken Blanchard

3. Social Media Polls:

Harness the power of your online audience!

  • Platforms: Instagram Stories, Twitter Polls, or Facebook Surveys.
  • Engagement Boost: Tease about an upcoming launch, and get your audience involved in the naming phase. It builds anticipation!

4. Consider Scalability & Expansion:

This is about future vision. Does the name allow for growth?

  • Scenario Testing: Imagine your restaurant expanding or diversifying. Does the name still fit if you decide to introduce a new cuisine or start a franchise?

5. Trend Versus Timeless Balance:

While immediate feedback is valuable, contemplate the longevity of your chosen name.

  • Reflection: Will this name resonate even 10 or 20 years from now? Avoid overly trendy names that might feel passé in a few years.

With feedback in hand and thoughtful testing under your belt, you’re close to selecting a name that not only resonates today but promises to charm diners for years to come.


From brainstorming to legal checks, from cultural nuances to the timeless vs. trendy debate, naming a restaurant is no easy feat.

Let’s recap:

  • Brainstorming & Research: The springboard of creativity and ensuring you’ve got a unique edge.
  • Cultural & Ethical Sensibilities: Because a well-loved restaurant respects and appreciates its patrons’ diversity.
  • Naming Nuances: Crafting a story, ensuring brand alignment, and understanding your audience.
  • The Dos & Don’ts: Guiding principles to navigate the naming maze.
  • Legal & Practical Insights: Safeguarding your dream from potential pitfalls.
  • Toolkit Exploration: Harnessing digital aides while letting your vision lead.
  • Testing & Feedback: Make sure your chosen name isn’t just good—it’s golden.

The secret of success in life is to eat what you like and let the food fight it out inside.” – Mark Twain

And just like a chef perfecting their signature dish, your restaurant’s name requires attention, care, and a sprinkle of magic.