Why Your Bar's Name Matters More Than You Think

After 25 years in the bar and restaurant business — across multiple cities and consulting in over 35 states — one thing is crystal clear: most bar owners, or those aspiring to be, don’t have a marketing degree.

And guess what? Neither do I.

When we think about naming a venue, we rarely think about it through a true marketing lens. We think about creating something that stands out, something bold. But when it comes time to actually name the place? A lot of operators play it safe. They shy away from thought-provoking names because they fear criticism. They fear vulnerability.

And that’s where one of the biggest — and most costly — mistakes in hospitality branding begins.

When people create a bar or restaurant brand, they often make it too personal. They slap their own name on it like it’s a shortcut to credibility.

Spoiler alert: it’s not.

Everyone says they want to be different — innovative, distinctive, memorable. They want guests to talk about their place in a way that separates it from the rest of the pack.

And to their credit, they often go to great lengths to build something worthy of that conversation. The food menu is carefully costed, designed to be crave-worthy and profitable. The plateware is chosen with intention. The drink menu is dialed in with the same care and creativity. The space is thoughtfully designed for aesthetic appeal and operational efficiency.

They’re building something special. Something groundbreaking.

And then… they name it Joe’s Place.

Or Mike’s Tavern.

See the disconnect?

You’ve crafted a brand experience that’s meant to stand apart — and then labeled it with the naming equivalent of white bread.

Why does this happen? Because naming something boldly feels risky. It feels permanent. And when you’ve poured your own money — or your family’s, or your best friend’s, or your home equity — into a concept, it’s terrifying to take another risk.

You think:

So people default to generic. Safe. Predictable.

The irony? That’s the real risk.

Let’s take it to the extreme. The iPhone is not called the “Jobs Phone.” The plunger — one of the most essential (and humbling) household tools ever created — isn’t named after its inventor.

These products don’t rely on personal branding. They stand alone. They had to in order to succeed.

Unless you’re already a world-renowned name — think Gordon Ramsay, who is basically the Scorsese of food — your name alone won’t carry a brand. Even Ramsay doesn’t stamp his name on everything. He lets the product shine.

Walt Disney built an empire. But his breakthrough wasn’t naming the park after himself — it was creating Mickey Mouse, not Walter the Mouse.

That’s the blueprint: build something bigger than you. Something that lives and breathes on its own. That’s what a successful restaurant, bar, or venue is — a living experience that doesn’t need your name to give it purpose.

If it doesn’t feel like it has its own heartbeat… you missed the mark.

Look at bold brand names in our space: Culinary Dropout, Employees Only. Those names provoke. They make you curious. They invite you in.

Now imagine this:

You’re scrolling online, looking for a bar. And in a sea of predictable names like Jon’s Tavern or Bill’s Pub, you stumble upon a place called “My Friend’s an Idiot.”

That name alone grabs your attention because it’s so different and unexpected. You check out their website and see stunning photos of a high-quality cocktail lounge that could easily be in New York, London, or L.A. The cocktails look amazing, the reviews are stellar, and you decide you have to check it out.

Once inside, you ask the bartender, “Why the name?”

He laughs and says, “The owner’s friend convinced him to open the bar, and he thinks his friend’s an idiot for it.”

You both share a laugh, and in that moment, you realize how cleverly divisive and effective that name is. It’s not just about doing things right; it’s about standing out and sparking curiosity.

The name becomes a powerful marketing tool — and once people walk through the door, it’s up to you to deliver on that intrigue with an unforgettable experience.

You’re not just building a bar or restaurant. You’re building a story, a living product, a conversation piece.

Don’t fumble the handoff at the finish line by giving it a forgettable name.

Give it a name that dares. That disrupts. That invites curiosity and rewards attention.
Because that’s how you turn random onlookers into loyal guests.

And that’s how you build a brand that lives long after the founder steps out of the room.