I've spent hours filling out forms for the state and city on my new joint. After filling out the "fictitious name" papers, I've started having second (third and fourth) thoughts about the chosen name of "Deuce McGee's" Grille. I've read Brandon's articles on logos so much that I'm nearly paralyzed. We have a cowboy riding a seahorse for a logo. The place is above average but not upscale casual set among lots of seafood joints, upscale to below average casual. I can't and don't want to be another seafood joint. I'm doing quality steaks, seafood, unique twists on sandwiches and salads for lunch and a full breakfast menu (I'm a glutton for punishment and scared since I won't have the bar business I'm used to having). I rejected my wife's "Captain Ahab's" but last night she said "Why not just call it "Ahab's". That's what got me to thinking.
I just finalized the financing yesterday and looked at a meeting at Sysco and everyone says they liked the name but I'm not sure they were completely honest. My first joint in 1980 was "Bobby McGee's", hence the "Deuce". I explained to one of my cooks yesterday that it was up to us to build the brand and define the name but those doubts are creeping in.
I'd welcome opinions, suggestions, support. Heck, I'll even take some good natured ribbing if you find humor in my delimma. I'd just like to sleep tonight.
Thanks in advance for your suggestions, observations and clever comments. don
If we were to wake up some morning and find that everyone was the same race, creed and color, we would find some other cause for prejudice by noon. George Aiken
Speaking honestly here, noman. The current logo and name conjour up thoughts of a Long John Silvers type of outfit. I'm imagining children playing on a giant seahorse in the parking lot, Cooks in funny hats, servers in loud uniforms everyone running around yelling "arghhh!" etc.
Not that there's anything wrong with that, but it sounds like you will step up the game a little.
Why not just your name or your wifes or one of the kids. Something simple but easy to say and easy to design around?
How about "Not Another Seafood Restaurant" or "Steaks, Seafood and Sandwiches" or "Triple S"
These are just my early morning (pre-coffee) thoughts, but I do like your wife's idea of "Ahab's", just because it easily conjures up thoughts of seafood right away.
Join Date: Jan 2009
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I like Boogie's idea, since your menu is a bit eclectic. I think there is somthing nastalgic about the "Joe's" restaurant. I think you need to take into consideration the competition around you, if there are many other restaurants to choose from then I think you would need to distinguish yourself in the name. If you have great visibility and arn't surrounded by competition I like the idea of your last name, wifes name or kids name, kind of gives a local feel and has a story to tell.
The other name you mentioned sound very "touristy" to me, but if that's your market grab it.
Best of luck,
The Edge... there is no honest way to explain it because the only people who really know where it is are the ones who have gone over. -HST
Join Date: Feb 2005
Location: In, but not from, Northeastern NC
Posts: 4225
I've never been a fan of naming a restaurant after anybody. Eventually you'll sell and that name's still attached. Don, I say this with tongue in cheek, especially since I know of your other venues and where this one will be...
Smack's Back (a play on one of his old restaurants)
Shore 'Nuf (a play on the street name where he'll be)
C. Sammy's (there's joke there somewhere) [C=Sea Sammy's=Sandwiches]
And the ultimate in bad taste: Squids and Groundpounders (Navy and NON) (submitted as a REAL joke)
Your logo? Sorry amigo, but Oi VEY! I mean, I get it, but it doesn't get me. Y'know what I mean?
Maybe my creative juices will work better after I've had dinner.
Ciao,
Give 'em what they want. Just make it better than they expected. Operation: Flavor
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Join Date: Feb 2003
Location: Wichita, KS
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A cowboy riding a seahorse does make me think this wouldn't be your average seafood place to me. If it were too cartoonish, it could imply "fast food" and thus "Long John Silvers", but that could be easily dispelled by using the right font for your actual name in the logo. The outside of your restaurant will also tell people what type of restaurant you are.
As far as names go, "Deuce McGee's" doesn't make me think "seafood". While "Ahab" does imply something about the sea, there are plenty of ignorant people out there that will think it implies something Middle Eastern too.
How about finding a name that implies seafood. Instead of Deuce McGee's, you could be Sharky McGee's, and to further represent yourself as something different, have a shark dish on the menu. That isn't too common in seafood restaurants, and thresher shark isn't too expensive and has a mild flavor. Maybe your logo could be a cowboy riding a shark instead of a seahorse too. That could clear up the "kiddy image" danger too that Boogie referred to. As a bonus, you would have a signature dish (shark) that is implied by your name and logo. Now THAT is branding.
Thanks for the input. I'll put my name on my last restaurant, "Don's Dock". I'll die owning that one and hopefully it will be in the southwest somewhere. But the way my wife's grandmother keeps going (she lives with us and is nearly 98), I'll probably die here owning a joint. But she's a nice lady so don't think me too callous. If I had really deep pockets and a nightclub, I swear it would be "Squids, Jarheads and Groundpounders"; bad taste and all but it would work.
I like "Smack's Back" but "Smackwater Jacks" is still going and is known as "Smacks". Could see trouble there. I'm liking Deuce a bit more. I ran into some customers from the old days when I had "Bobby McGee's" and they were excited about the name, the location and the concept. I don't want to be another seafood restaurant among all of the ones that are there. The logo is attached (I think). I couldn't paste it into this post and I couldn't find instructions on using the forum on the site. We could simply it by making it just a cute seahorse with a bandana around it's neck, Maybe put a mask and snorkel or a cowboy hat on it. Maybe I should quit thinking so much.
If we were to wake up some morning and find that everyone was the same race, creed and color, we would find some other cause for prejudice by noon. George Aiken
