When you acquire a new business, it’s only natural to want to put your own individual stamp on it and that may include giving it a brand-new name.
But before you take such a major step, make sure you’re not throwing away something of great value. This trend is very obvious in the restaurant or cafe business.
Name recognition is one the most vital components of success for any restaurant. It’s built up over many months and years through advertising, public relations and (when all goes well) positive word-of-mouth.
In many cases it’s clear the former owners were unable to make the operation a complete success.
Even so, if the establishment has built up strong ties over the years or is in an historic area, you may want to add to the name (maybe the word “cafe” or “grill” following the existing name) rather than change it. Even the word NEW is sometimes sufficient.
Don’t change for change’s sake. You will long be remembered for your service and quality – then whatever name you use will be just fine.
If you choose to change the name, make it your mission to gain maximum exposure for the new name. Pull out all the stops when it comes to spreading the word, and make sure all the right people hear, see and remember your new name and for all the right reasons, not the wrong ones.
