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Monday, October 29, 2007

The Name Game: the Concept (+ Prizes!)

Over the next week or so, we (that's right, you and I) are going to work together to come up with a name for my future restaurant. Exciting, no? To help bring you up to speed so that we're all on the same page, this post is my quick pitch describing what my restaurant will be all about. Use this summary to help guide you in your evaluations of the name candidates I will soon present and to help you suggest your own names.

Before we get started, I'd like to provide y'all with a little INCENTIVE to help stimulate your creativity. It is, after all, Monday. So here's the incentive: meet me at the cafe downstairs and I'll buy you a cup of coffee.

No, actually it's this: PRIZES! There will be at least one and possibly two WINNERS. Winner Number One will be selected at random from all the people who leave comments on any of the Name Game posts. Each comment equals one raffle ticket. Should I choose to go with a name that you came up with and  were the first to suggest, you will become Winner Number Two.

The prizes? I will treat Winner Number One to dinner for two at my restaurant. You'll also be guaranteed an invitation to one of the pre-opening fun-raising dinners and the opening party. Not a local? No problem. Know that you will have a complimentary dinner waiting for you on your next visit to San Francisco. And, really, who amongst you isn't planning or at least dreaming of a trip to our beautiful city by the Bay? Winning will give you one more reason to start saving.

In the event that there is a Winner Number Two, he or she will win dinner for four at my restaurant plus the same pre-opening invites as above. Not only that, you'll get bragging rights. How many people can boast that they named a hip new neighborhood restaurant in America's food lovers' paradise? Imagine the smug satisfaction. If that's not enough, know you'll have this chef's eternal gratitude. Muchos gracias!

Time to put on your thinking caps. Let's get down to work!

THE RESTAURANT'S CONCEPT

Quick Elevator Pitch: seasonal, sustainable California fare with Spanish flair

Longer Previously Unreleased Extended Dance Remix:

Concept: Sustainable neighborhood joint

    Sustainable? "Field to fork." My team and I will commit ourselves to working with local producers to bring our guests delicious seasonal food raised, harvested, and foraged in an ecologically sound way. It's what my friends at Ethicurean call SOLE food: sustainable, organic, local, ethical.

    Neighborhood? Reflecting the hip, progressive, family-friendly vibe that characterizes Noe Valley and the surrounding neighborhoods, like the Castro, the Mission, Bernal Heights, Diamond Heights and Twin Peaks.

    Joint??? Emphasis on fun and conviviality! It's the best American term I can think of for what my friends in Madrid and San Sebastián might call a bar de tapas or bar de pintxos, in London a gastro pub, in Paris a bar au vin or perhaps a bistro. It's not quite a white table cloth restaurant, but more than a wine bar. It's a place to gather with your friends to celebrate food, wine, and life.

Food: seasonal, sustainable California fare with Spanish flair

    Food cooked with love: lovingly prepared, simply presented, boldly flavored. The menu of mostly small plates will draw its inspiration from the various distinct regional cuisines of Spain, especially Catalonia, with occasional forays into neighboring Morocco, southern France, and Italy. I place emphasis on Spanish flair, because I hope my restaurant's food and atmosphere will evoke the jubilant alegría I've so often experienced dining in casual restaurants throughout Spain. My kitchen and I will dance to the beat of the seasons, changing our menu frequently, according to the songs (fruits) and poems (vegetables) of the Garden Muse.

Beverages: beer, wine, and (possibly) cocktails

    Well-edited wine list chosen to complement the lusty, rustic flavors of the food. Sourced primarily from California, Spain, and France. If cocktails are served, the bar will draw from the same inspirations as the kitchen.

Service: casual, proficient hospitality

    You'll be treated like a guest coming to my home for dinner. Casual meaning not stiff and formal. Proficient meaning quick and efficient, yet correct. You won't learn your server's name unless you ask. Your plates won't be cleared until everyone is finished. You won't be asked "are you're still working on that?"

    Reservations?  Seating will be split more or less evenly between reservations and walk-ins. It's a win-win for both planners and procrastinators.

Ambience: convivial, energetic, green design

    The overall look and feel will be barn meets loft (aka "urban farmhouse"). There will be, as my architects are fond of saying, conversations between the indoor restaurant space and the outdoor garden spaces, and between the open kitchen and the dining room. The spaces will flow into each other. The materials will be primarily salvaged wood, stainless steel, and white tile. Walls will be white with accents of verdant spring green. Drawing inspiration from my favorite restaurants in Barcelona, New York City, and here in San Francisco, the first thing you will see, hear, smell, and feel when you step through the door will be the open kitchen with counter seating.

Nuff said. Hopefully I've dished up enough here to stimulate your creative juices. I'm looking for an effect similar to that of the aroma of cooking bacon on the stomach.

IF YOU WANT TO SUGGEST A NAME TODAY OR LATER IN THE WEEK, PLEASE LEAVE YOUR SUGGESTION IN THE COMMENTS SECTION OF THIS POST. If you already suggested a name on the previous Name Game post, that's fine too. No need to repeat it here.

Please return tomorrow to read my thoughts (pros and cons) and leave your opinions on name candidate number one: Olallie.

Comments

"Sourced primarily from California, Spain, and France." Don't you mean, Italy, Spain, France and California (in that order)? (Big subtle hint.)

I really like the name Olallie - except for one thing: 9 out of 10 will stumble over pronouncing the name. And that is just not good. If you stick with Olallie, you need to at least teach customers how to pronounce it using some printed method, in the restaurant and on your website (and in your ads, if you place a few).

I am hoping to have more than one suggestion. My first attempt:

Cafe Tango

(PS, is it a bonus that I live across the street from your locale?)

How about Sardinia? The name not only incorporates your beloved sardines, but the island is also encircled by your culinary inspirations.
According to Wikipedia, "The island lies surrounded (clockwise from north) by the French island of Corsica, the Italian Peninsula, Tunisia and the Spanish Balearic Islands."

Good morning.

I still like Olallie but since there are prizes involved, I guess I could throw out a couple suggestions:

Clara

Neblina

Cava or Bar Cava

I've always liked feminine names for restaurants. Not necessarily more than any other name but I think they are inviting and pleasant.

Clara is slightly ambiguous in that most people will think of a person but you know that it is a refreshing cerveza and lemon soda combination which excites the palette. It is usually a half portion, consistent with the Pintxos spirit of exciting the appetite with several small delicious drinks and dishes.

Neblina, the Spanish word for fog, sounds nice, it's easy to pronounce and is something that San Franciscans are very familiar with. It is also a facilitator in the growing of grapes which California does so well.

Cava or Bar Cava another Spanish word. A word that is short and sweet, happy and bubbly. The "Bar" conjures up obvious images of hanging out and sipping Cava.

Adios!

Alabar

...due to the name of your blog, the Spanish flavor, the inclusion of the subword "bar" and the benefit of being towards the top of any alphabetical listing...

Bardine / Bar·dine / Sar·dine / Bar·diner / Sar·diner...

How about Bar Sardina?

The day would not be complete without an afternoon suggestion, or two, or three, or....

BE

Seya

Mosto

Campo

BE is to the point. To be is to exist. To be hungry, to be thirsty, to be excited, to be aware, to be creative, to be conscientious, to BE in the Castro. BE is Brett Emerson.

Seya is a word that I made-up. It sounds like "sea" which is "BE" in Spanish.

Mosto is a straightforward Spanish wine term but sounds pretty serious.

Campo is another Spanish term that again has a bit of a firm ring to it. It of course is the earth from which all plant life comes from.

It's so hard coming up with names that don't evoke Mexico instead of Spain (a la Yerba Buena).

Ok, how about:
- Bar Verde
- Califia (the mythic queen for whom the Spaniards named California)
- Cortijo (farmhouse)
- Calimento (california + alimento)
- Valle
- Alcalde (Jose de Jesus Noe was the last mayor of the city under spanish rule)
- Hogar (home/hearth)
- Rinconada (I know you're in the middle of the block, but I can't shake loose from the idea of the corner bar)

I keep trying to come up with a word in Spanish that's like 'arrondissement' in French. 'Barrio' isn't right (and, again, it feels too much like a n upscale taqueria :) ) but maybe there's something in the 'vecino / vecinidad' family. (I'm playing off both the neighborhood join aspect and the foods from nearby areas.) Maybe 'Cerca'?

I'm gonna let this roll around my brain for a while and see what happens.

(Oh, and not that you asked, but: Cocktails, yes please.)

How about S.O.L.E. (Sustainable, Organic, Local, Ethical).

First, it's what you will feature.
Second, it's a really tasty fish.

Alright, one more, third time's a charm:

Bar Berri or Cafe Berri

Berri is the Euskadi word for new, double check though if you are curious, because I'm just going by memory.

But I like the idea of new. New restaurant, new beginnings, new experiences.

Brett,
Ok how about...
Alegria....it's easy to pronounce and all about the feeling you want.
Or...
El Punto...I named my first dog spot and it worked for him. Thought maybe some of the magic would rub off. He was very special...and a dalmation.
Good luck with this!

Thank you so much for leaving suggestions everyone. I'm having a lot of fun reading them. They're all very creative and there are some real gems. You all seem to be putting some effort into this, and for that I'm thankful. Everyone also seems to have grasped my concept well. I've decided not to address each name specifically as, in my opinion, that would interfere with everyone's creative flow.

Keep the suggestions coming!

Viridian

The dictionary notes Viridian as a durable blueish-green pigment, or more specifically, a darker shade of spring green.

But the name Viridian goes further. It's a wonderful metaphor. Just like "green" is traditionally used, Viridian means youth and promise, verve and vitality.

But take it a little further. Viridian suggests the freshest of meals. It's a nod to Brett's commitment to local, sustainably harvested (bred and grown) ingredients.

Of course, I could also make the pitch that Viridian is a nod to the restaurant's environmentally friendly design. Or maybe suggest how Viridian hints at the generous amount of open space in the rear garden. Or perhaps Viridian could simply be a shoutout to the spring green color that will be adorning the walls.

But at the heart of Viridian is Brett, a fellow whose optimism and vigor match the name's definition in every sense of the word.

Oh yes, and isn't it sexy on the tongue?

Thanks for letting me play along in the Name Game.

de la tierra - porque todo somos de la tierra

How about sazon? It means seasoned in spanish, but even more than that it also refers to that "je ne se quoi" that every cook/chef/grandmother has that makes their food unique and unforgettable

little fishes

Bar Sardine

farm/house

sardine house

casa pescado piquito

and I'll second:
Cortijo & Neblina

xo

How fun! And, I am smiling at all the fun everyone else seems to be having.

My thoughts about Olallie: to me, it invokes rustic, earthy, whimsy. While it is fun and delightful, whimsical and rustic earthiness are not what I think of when I think of you, Brett, and your food. I see rustic in that you are certainly not fanciful in your plating. I see earthy in that you choose perfect ingredients from the earth. And, yet, what I also see is a calm and serenity about your food. Not whimsy.

I certainly don't have as much creativity as the other posters, but I will try in the upcoming days to come up with at least ONE name!

Field Fork

Convivia

Catalans

Sardinella (Latin name for the Spanish sardine)

Quimet

Boqueria

Back again...

None of these are quite names yet, but I am having fun tinkering with these concepts:

cal -- as in calar/calor, California, calidad...
enciende -- ('illuminate', but also 'ignite')
narri -- (Catalan for neighborhood)

Okay, I have to join in the fun! Inspired by your Catalan-theme, I just punched some words into an online translator and came up with these:

Bocí = small piece of food
Àpat = meal
Fresc = fresh
Veinat = neighborhood
Estació = season
Bon Profit = Bon Appetit
Plaer = joy, pleasure

I could see any of these alone, or with a 'Bar' or 'Cafe' tacked on the front.

Field
-comfortable
-one of your tenets
-and you described your food as Californian with a Spanish flair, so maybe not a Spanish word?

Campo
-okay, if you want to emphasize the Spanish connection, I second this suggestion

Olivo
-local and Spanish product

Girasol
-one of my favorite memories of Spain: the beautiful rolling hills of sunflowers as we drove through Andalusia--field after field, with all those giant yellow heads looking the same way. field.
-plus this will emphasize your garden space
-not difficult to spell

G'day,

I'm running low on ideas today, but that's o.k., I've got a few more to play:

Arbequina

Patxaran

Castropub

Mission Olive

Arbequina, little olive that packs a punch, some of the best olive oil in my opinion.

Patxaran, liquor made from a Spanish berry. In-line with your original berry concept. Obviously the pronunciation may be a mystery to many people. "Pah-cha-rahn"

Castropub, obvious play on the neighborhood and catching a ride on the gastropub train.

Mission Olive is another great olive used for locally produced olive oil (Sciabica, 1st choice) and has the name of a great S.F. neighborhood.

Some American names:

Pasture

Cafe Local

Substance

Brett's

last one,

I promise...

maybe...

corcho

Spanish for cork.

What's Spanish for farm house?
Blah, I only know ASL and a bit of Korean and Spanish. Both being so useful in everyday California

Spanish for farmhouse? "casa de granja" probably. Too long? You could use "casa" or "granja"

or

"comida"

Sorry. ... Left this suggestion on the "olallie" post and can't figure out how to ditch the comment or edit it to take this out.

How about "Mission" for the name of the restaurant? You have a mission, after all, to serve and support sustainable, organic, local, ethical and seasonal food.

Mission also ties in with that whole back-in-the-days-of-the-missions California fare with Spanish flair thing. Doesn't "mission" just make you think of hearth-baked bread and wine and olives and tile roofs and adobe bricks?

And who could forget the name: "Join us at Mission ... in Noe Valley."

As to one of the other suggestions, there is already a restaurant called Alegrias on Lombard in Cow Hollow, so the name "Alegria" is a no-starter.

Organico (with an accent over the a, it is Spanish for Organic, bar or cafe in the front)

Bar Olivo

Bocadillo (with bar or cafe, it is Spanish for snack)

I like the mission ideas, but think that it will be confusing because of the neighborhoods proximity to one another.

On a selfish note, will you have outdoor seating in the backyard? Will dogs be allowed?

Brett,
I'm back with more suggestions...
Gracia--for grace...seems to me many connotations can be derived from this simple yet powerful word.
Paz--for peace--peace of mind, peace of the simplicity of a good meal, peace in the pursuit of field to fork eating.
I've got to admit that I'm so pleased with El Punto, I can hardly stand myself. Everywhere I go, I try to find a spot. A place that sings in harmony with my soul. A special spot, a fabulous spot that is my own gem that I only share with special people. It sounds like that would be your place.

Hi, Here are some ideas. Txakolina (Basque slightly bubbly white wine), Albariño (another favorite Spanish white), compartía or some conjugation of compartir, to share in Spanish, suntuoso sumptuous in Spanish, animado lively in Spanish, vivar to cheer in Spanish, Ostra oyster in Spanish, dinámico dynamic in Spanish. Fun idea, good luck, Candice

Bocadillo

Bocadillos is down on Montgomery near Columbus. We ate there just last Saturday.

How about "Rake"
Rake
defn#1: a long handled tool with a row of teeth (used by farmers, eh?)

defn#2: a dissolute man in fashionable society. a charming ruffian. (a customer perhaps?)

defn#3-6: well, you get the idea.

or Rake's Progress (after the Hogarth paintings)

Do you like one word names better than two or more?

More suggestions:

Noe

La Concha

Semilla

Bizcocho

I have to let my brain rest a little bit. (That's not a suggestion.)

Bretaña

so i looked up the meaning of the word Bret and found out it is a scottish word meaning Briton, then I vaguesly translated it into Spanish because of the influence you get from Spain.

What results is a Spanish version of you.

Twine

Spun (like magic) or twisted together like what you will do with food

includes wine in the title


Culina

... which means absolutely nothing (I checked with Google xlator) in Spanish, Italian or Portuguese, but which I like because it hints at something Spanish and is a truncation of "culinary"

... pronounced coo lee nah

Several Suggestions:
"Tapitas"
"De Cocina"
"Pata Negra"
"Tapas de Cocina"
"Plaza de Tapas"
"Plancha"
"Pipirrana"
"Iberico"

most are self explanatory, but i'd be happy to share my thoughts if you wish.

Two suggestions:

*Local

(I grew up in Noe Valley - for dinners out we were looking for something good, something close, something local)

*Alimento

Hi Brett, lurker jumping in here...

Obert

Because of how often you refer to openness being so important to your life and your philosophy. Because it is in Spanish. Because I loved the simple Obert sign on your blog a while back.

Ok, I know it doesn't say a lot about the philosophy of the restaurant and there is always the fear that people will call it O'Bert. As in Bert N' Ernie.

Oooohhhh....so MANY great suggestions. I love "Bar Cava," "Girasol," "Boci," "Bocadillo" and "Sardinella" especially, but so many good ones. I think the ones with spanish derivations are the best.

This is FUN! I hope it's reviving your own excitment, Brett!

Boy, this isn't going to be easy, is it? I've seen some great suggestions here, but the one I like best is someone's suggestion of 'Suquet' on one of your other posts. It's such an iconic Catalan dish, in addition to being short and not too difficult to pronounce. It's actually already the name of a French restaurant in London, though I don't know if that would count for or against it?

Also, on my last comment I forgot one:
la cuina = kitchen

Good luck!!

How about:

Brett's Place

???

Niebla.

Spanish for "fog"

Looks a bit like "nibble"

I also like "Tenedor" (fork)

CURRO m Spanish
Andalusian pet form of FRANCISCO

Francisco, eh?

Would Sancurro be vaguely blasphemous?

Salud (Catalan - cheers!)

And you were asking about "farmhouse" back a few days. Your restaurant name search has led me from Spanish naming sites to herb sites to well, to "places for sale in Spain" sites.

Turns out "cortijo" means "country house" "cottage" "shed" "farmhouse" and might suit for a name.

Cafe Cortijo?

Bar Curro is growing on me as well.

I see someone already suggested Alégria, but I'll second that. I love it.

how about Milagro?

So much emphasis on the continuation of the trend toward everyone being an effete snob giving restaurant,s names that evoke nothing but fluff. I, for one, really like the name: "The Castro Street Diner" or, in keeping with the theme of the area: "Paradisio".
My best wishes on much deserved success.

Lagrimas de Alegria

I can't decide if this is awful or awesome:

Mallorcafornia
(it rolls off the tongue better than Mallorcalifornia)

Or "picturesque" in Spanish:
Pintoresco

Sometimes a simple geographical name is best:
Andalucia

"Txakolina" -- love this, but the thought of having patrons spell it (or pronounce it whilst burbling on about the joint to friends) brings shivers.

cosecha - harvest, vintage
siega - reaping, harvest

bar cosecha
bar siega
casa cosecha
la siega

segadora - reaper

...and suggest:

Getxo

"Getxo drink on"

"Getxo grub on"

"Getxo ass in here!"

Suggestion:

Marcona

Brett, I suggest that you stick to Catalan lingua. Offhand suggestions: caldero / bullinada / olla / ollada / etc.

Good luck!
A.

Ok I have some Firts two work the same in catalan and spanish. I think you'll get some extra spanish flavor if you use the spanish/catalan articles.

La Sal

Al Sol

La Graella

Sa Palomera


One more:

Pimenton

Espillete

Sloe

or

Sloe Food

Slow rhymes with flow
and it's the berry
that Patxaran is made of.
Kind of a pun. But slow food is already taken.

La Sal

Oh. I =like= this one!

--
Sal Towse

I like "sloe" as well.

Are there any recipes that use sloe? All I've ever known is sloe gin and schnapps and a sloe jam once long long ago.

Would the name cause confusion with "Slow Club"? Probably. Alas.

Halcyon:
1. calm; peaceful; tranquil: halcyon weather.
2. rich; wealthy; prosperous: halcyon times of peace.
3. happy; joyful; carefree: halcyon days of youth.
4. Pretty cool name for a restaurant

Gambol:
1. to skip about, as in dancing or playing; frolic.
2. a skipping or frisking about; frolic.

Pastiche
1. A mixture of art work (art or music) from various sources.

What do you think?

imbibe

Oh,

is it on hill?

Because I just though of,

Steep

There used to be a great children's book called Arlene Sardine (told from the tiny fish's perspective) How about Arlene's?

Liselotte. Well, it won once.

I understand the "casual" atmosphere of the restaurant you are striving for but you are a serious chef and extremely talented. The name needs to exemplify your sophistication with food. I think it should be simple and I think the name should illustrate (either/or) your connection with California and and your love of Spain. I really like La Sal. And I like Field, as well. I have a couple ideas too!

Mar

Cacerola

Granja-- Farm

More suggestions from the Català-English dictionary:

pati - yard, patio (Català, nom, masculí) [drawback: Patty]

"Aha!" I like. (Yes, EB. I know you weren't proffering that up as a suggestion. ...)

terreny - (Català, nom, masculí)
1 terrain (geol.)
2 piece of land, land, ground


rebuda - welcome (Català, nom, femení) [there's your ooo sound!]

abraçada - hug (Català, nom, femení) [drawback, if someone hears "abraçada" and doesn't see it written, they'll probably spell it with an "s"]

benestar (Català, nom, masculí)
1 well-being, contentment (satisfacci�)
2 ease, comfort (comoditat)

and just because I love them so

anguila - eel (Català, nom) ... that small plate of little baby eels cooked in hot garlic oil that you can get near Madrid's Plaza Mayor. Oh, yum.

ummm I've been thinking again.

safrà

saffron in catalan.

a taula

Here's one that came to me while I was in a half-awakened state. Has the oooo sound. Spanish, not Català

/Luna sí/

Català would be /Lluna sí/

"If you're crazy for food, come to LUNA SÍ"

or LUNASÍ

The accent over the "i" is, of course, critical.

I've been lurking all week and voting on your various suggestions, but I've had an idea in my head that continues to hold some appeal to me, so I'll go ahead and throw it into the ring: "Plancha Catalan"

I've always loved the word "plancha," as it seems to me that the sound of the word itself uniquely evokes the culture and sensibilities of the part of the world that inspires your cooking. It's also a word that's easy to pronounce and spell, and I like the emphasis it provides for what's on the plate -- which is, in a real sense, the center of your entire enterprise. In that respect, I suppose plancha also has some relationship to your "field to fork" concept -- at least if you shift the focus ever so slightly from the "fork" to the "plate"! Adding "Catalan" to the end obviously underscores your specific regional influence, while also making the resulting name flow smoothly and naturally off the tongue. (And if you're concerned about the possibility of someday wanting to shift your focus, you could instead go with just "Plancha" -- which I also like, and which somebody upthread suggested as well.)

La Franja- literally means strip. alludes to la franja de ponent- or
the western strip of catalan, also to simplicity or lack of pretention
(stripped down), also to a social gathering place (the strip), and
also to the food you mention as epitomizing your concept (bacon!)

Mondragon- a tribute to the mondragon cooperative experiment in the
basque region, one of the first and largest worker owned cooperatives
(appropriate seeing as how you own your own restaurant). caveat-yeah,
nothing to do with catalan and it sounds a bit masculine

All i Oli- the catalan origin of allioli which = olive oil + garlic,
YUM. plus it's almost an anagram for ollalie!

valencia couldve been great if SF didnt already have a main
thoroughfare named that...

FYI. You're probably already aware of this, but someone up there ^^^ somewhere had suggested "Local" as a name. (I keep reading the name as low-cal, whatever ...)

Seems there's a restaurant called "Local" in the about to open stage in SoMa.

How about 'Corazon y SOLE'? With a hip logo, of course. It's simple and to the point, and still captures the essence of everything you are trying to do.

New suggestion:

àvia - grandmother in Català (and Latin!)

Conjures Grandma's home cooking (well, it's yours, but still ...)

And even if someone doesn't know that it means grandmother in Català (I didn't until a few moments ago), it's got the "A" for OpenTable.

It's one word.

via = way/track/road

Also conjures a bird taking wing.

Folks will be able to spell it.

i know it is probably insanely late for the name game ; but how about :
via suerte..........

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