Name Power ~ Case Study: Mile One Eating House
We all do it, shorten names to a quick, easy to say sound bite. We rarely use full, proper names when we speak. This is an important consideration when naming your business. Equally important is making sure that your proper “given-name” represents your business, your brand and your product or service.
Mile One Eating House in Pemberton, BC discovered this first hand and made a quick, strategic change to harness the potential power of their name.
Commonly referred to as “Mile One”, the new Pemberton restaurant originally opened with the name “Mile One Roadside Café and Basecamp”. The name was decided on to describe the location at the main intersection of highway 99 in Pemberton, to convey a casual tone and reference the outdoorsy, adventurous spirit of the area. One small problem; it confused the customers they were trying to attract. The word “café” in itself is problematic in the restaurant world. Mile One doesn’t have an Espresso machine, a strategic decision to not interfere with neighbouring Mount Currie Coffee Co and Black Bird Bakery. Unfortunately, customers didn’t understand this and routinely walked in looking for coffee. Further, “Basecamp” didn’t inform customers about what kind of food to expect.
Mile One offers a fine dining approach to comfort food classics using quality ingredients sourced regionally. Features include the Pemberton Meadows Natural Beef Burger Collection and Gourmet Mac & Cheese.
Chef / Owner Randy Jones hired Betsy Linnell Marketing Management to help develop a marketing strategy for the restaurant. Issues around the name were identified and a project team was assembled to develop a brand strategy for Mile One including a new name, revised logo as well as the creation of a tag line, key messages and advertising copy. Local graphic designer Brigit Sirota-Goldammer and writer Lisa Richardson along with Betsy Linnell formed the trio to address the opportunity. The result, “Mile One Eating House” was born. A tag line was also created to further support the name and let customers know what to expect. “Get Well Fed”, is now used in addition to the logo.
“Eating House” is straightforward and clear. Confident and playful. “Get Well Fed” is an active statement that assumes that the customer is in need of a good meal. This tag line helps to position the quality of the food and provides a direct benefit to the customer who will be well nourished and taken care of.
Local patrons still say “Meet you at Mile One”, but visually, the name change helps to market the restaurant to those not already in the know. Located on the corner as you turn into town, potential customers are clearly aware that they can eat here. It’s a casual spot with good food. The design of the logo further supports this. Styled like a trail marker the logo references the outdoor, adventure nature of the area and the clientele.
Two days after the name changed on the sign, Randy Jones reports that the shortened name and new sign are more visible and clearly communicate the food message. “I’m really happy with the revised name and sign. I’m sure we’ve already attracted some driving travelers because of it.”