What's in a name? Plenty of ampersands these days

Categories: Word of Mouth

The future home of Stoic & Genuine in Union Station.
Denver is about to get several restaurants whose names each link two words. Partners Delores Tronco, Tony Maciag and Dana Rodriguez will open Work & Class at 2500 Larimer Street on January 29, right across the street from Troy Guard's new Los Chingones. And Guard has another new restaurant opening in February: Guard and Grace, a steakhouse at 1801 California Street. Chef/entrepreneur Frank Bonanno plans to open Salt & Grinder, at 2609 West 32nd Avenue before the end of winter; on promotional materials, he's calling it S&G for short.

That affected the plans of Jen Jasinski and Beth Gruitch, the partners behind Rioja, Bistro Vendôme and Euclid Hall, who are putting a fishhouse in Union Station. Initially they were going to call it S&G, but to avoid any confusion with Bonanno's new place, they moved the tagline up to become the name: Stoic & Genuine.

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"It's an attempt to say this fishhouse is not going to be tricky, not going to be trendy," explains restaurant consultant John Imbergamo, who's working with Gruitch and Jasinski on the restaurant, which will open along with the rest of the Union Station project in July.

But really, does the name matter that much? "There's way too much importance put on the name of a restaurant," Imbergamo insists. "Owners spend hours debating the difference between a plus sign and an ampersand. But as long as it's searchable on the web and relatively easy to pronounce, the name isn't that significant."

The food is, and there will be plenty of new things to taste in Denver in 2014 -- whether the restaurants that serves them have an "and" or an ampersand in their names.

Location Info

Work & Class

2500 Larimer St., Denver, CO

Category: Restaurant

Guard and Grace

1801 California Street, Denver, CO

Category: Restaurant

Salt & Grinder

3609 West 32nd avenue, Denver, CO

Category: Restaurant

Stoic & Genuine

1701 Wynkoop, Denver, CO

Category: Restaurant

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Who are the ad wizards who came up with Stoic and Genuine?

davebarnes topcommenter

The real problem with these types of names is that they fail to be: "searchable on the web".

And, another problem is that the business is not always consistent with the spelling.

My favorite nightmare name is T|aco. Do you have any idea what putting a pipe character in a name does to search? Something similar to  http://xkcd.com/327/


I feel like restaurant names are starting to sound more and more like boutique clothing shops.

TheFabulousMarkT topcommenter

For those wishing to be a tad more creative, "N", "et" and "y" are also available for your word-joining pleasure.

Mantonat topcommenter

@davebarnes Looks like it's T/ACO for internet purposes. T ACO also works. Makes me T|IRED. 

TheFabulousMarkT topcommenter

@bondadprevalece I can see the ads now - "Come to Chez Barfbag - where haute cuisine and haute couture have a little rendezvous".

TheFabulousMarkT topcommenter

@bondadprevalece@TheFabulousMarkT For a long time I assumed Euclid Hall was a dormitory and Squeaky Bean was a Starbucks knockoff.

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