“Hey, honey I’m in the mood for a good steak tonight. Where should we go?”
“How about Sēr’s?”
“No, I don’t want a new washing machine, I want a cowboy rib-eye. Why would I want to go to Sears?”
Okay, it needs a lot of workshopping but so does the name Sēr. That is the name of the new steakhouse replacing Nana in the Hilton Anatole. Sēr is set to open on October 1, 2012.
If a restaurant name is sent out in a press release and followed by “(pronounced “sear”),” I can tell you there will be trouble. Names should be easy to read and say. A customer should be able to glance at the name, style of font, and get an idea of what they are to expect.
Contemporary marketing people: We are stupid. Asador may be a great restaurant, but it doesn’t sound like one. We like our names simple. Even CampO Modern Bistro can be shortened to as CampO’s. Nobody has to pronounce that silly big O. What would have been wrong with Nana’s Steakhouse? You could have combined some tradition along with your fancy “open, airy layout that is both casual and sophisticated. Warm cognac and whiskey leathers, locally sourced end-grain mesquite walls and community tables, rich mesquite floors and solid walnut tabletops create a masculine, yet hip and urban feel. A chef’s table and wine display will be an intimate destination adjacent to the exhibition kitchen. And, of course, its stunning views make it unique among its competitors.”
Sēr that! Full press release below.