The perfect name for your catering business: how to choose a name that sticks

A good name is the calling card of your hospitality business. It appears on your storefront, your menu, your receipts, your webshop, and your social media profiles. It shapes the first impression customers get, long before they’ve taken a bite or stepped inside.

But how do you choose a name that sticks, clearly reflects what you stand for, and still feels unique?

Keep it simple and easy to remember

The best names are often short, strong, and easy to pronounce. Think of Frituur Frida, Bistro Bruno, or Café Congé: names that sound natural and stick in people’s minds. A simple name is perfect for word-of-mouth marketing (“We’re going to Frida later”) and also improves your online visibility. Customers remember it more easily and can type it correctly into Google or on social media.

Avoid overly complex constructions or wordplays that only work on paper. A name like Friet-à-Porter might be clever, but if customers can’t pronounce or spell it correctly, you’ll be harder to find in the long run.

💡 Tip!
A great trick is to use alliteration: words that start with the same sound. It makes a name more playful and even easier to remember. Think Frituur Frida, Pizza Punto, Baker Bart, or Café Corsa. The repetition of the first letter gives your name a rhythm that sticks in your customer’s mind, even after hearing it just once.

Make sure your concept is clear

A good name instantly tells customers what to expect. If you’re opening an Italian pizzeria, a name like La Tavola or Pizzeria Vesuvio immediately sets the right tone. For a lunch bar, something like The Daily Bread or Sandwich & So works perfectly, customers know right away what’s on the menu.

Your name doesn’t have to literally describe what you do, but it should give a hint of your concept or atmosphere. Noir, for example, is a stylish name for a wine bar, while De Zoete Inval fits beautifully with a tearoom or patisserie.

Sometimes, a single ingredient says it all. A frituur that playfully references its most popular snack like De Frikandelbar or Frituur Curryworst creates instant recognition. For a pasta bar, a name like Pomodoro or Casa Formaggio evokes tomato sauce or cheese, while a pizzeria called La Farina (meaning “flour” in Italian) subtly reveals the essence of great pizza dough. In this way, your name connects directly to what customers come to taste.

Be original (but not confusing)

Originality helps you stand out, especially in a street or town full of other hospitality venues. Still, balance is key: your name can be creative, but it should also mean something to your customers.

A name like Milo works perfectly for a modern coffee bar: short, recognizable, and still unique. Fritopia sounds playful and stands out among the many “Frituurs.” But a name like Q or XYZ Taste says very little and is quickly forgotten.

💡 Tip!
A touch of humor can give your name extra character. Simple wordplays tend to stick better and bring an instant smile. Think Soep’er Lekker, Friet & Griet, Wok This Way, or Holy Crêpe. These names are lighthearted, familiar, and full of personality. Just make sure the joke is easy to understand; a name no one gets misses its purpose.

How to come up with a great name

1. Brainstorm without filters

Write down everything that comes to mind: flavors, emotions, colors, places, people’s names, memories. The best inspiration often comes from unexpected directions. Involve your team or family too; fresh perspectives can make a big difference.

A good brainstorm starts with the feeling you want to evoke: what should customers experience when they walk into your business? From there, explore themes and stories that match your concept, such as your location, background, or atmosphere.

Work through associations and jot down every word that pops into your head, no matter how trivial it seems, the best ideas often arise from unexpected combinations. Take your time and go through multiple rounds; what feels ordinary today might be brilliant tomorrow.

Also, pay attention to the sound and rhythm of words, because names that are smooth and easy to pronounce tend to stick. You can use words from other languages to create the right mood, as long as they remain understandable.

Finally, visualize how the name will look on your storefront or menu, and test it with others. Their first impression will tell you right away whether you’ve hit the right tone.

2. Research what already exists

Found a name you like? Make sure it’s not already in use by another catering business. You can easily check this through Google, Facebook, and Instagram, or via the 🔗 CBE (Crossroads Bank for Enterprises) in Belgium. It’s also smart to check domain registration platforms like Namecheap, Combell, or One.com to see if the web address is still available

3. Use a business name generator

There are several great online tools that can spark ideas based on keywords. 

Some useful examples include:

• Shopify Business Name Generator: instantly suggests available domain names.
•  Namelix: creates short, modern names powered by AI.
•  Looka Name Generator: pairs name ideas with matching logo concepts.

💡 Tip!
Don’t use these tools to pick a name blindly, use them to jump-start your creativity.

4. Check availability

Make sure the domain name is still available (.be, .com) and that the name hasn’t been registered as a trademark. For Belgian businesses, you can verify this through the 🔗 BOIP (Benelux Office for Intellectual Property).

5. Test your name

Testing your name is just as important as creating it. Start by observing how people react when they hear it for the first time: do they immediately understand what your business is about, or do they have to ask?

Say the name out loud to see if it sounds natural and flows smoothly. Check how it looks across different formats, on your storefront, receipts, or online banners, and make sure it works well in uppercase, lowercase, and logo designs.

Ask a mix of people, young and old, locals and outsiders, what the name makes them think of. Their spontaneous associations can reveal whether your name fits the atmosphere you want to convey. Then, let it sit for a few days and revisit it; if it still feels just as strong, you’ve probably found a keeper.

A name that works, works everywhere

At Unipage, we see every day how important a strong name really is. It appears on your POS screen, your digital price displays, and your webshop. A recognizable name strengthens your brand at every touchpoint, from online orders to printed receipts.

A well-chosen name isn’t just a detail; it’s the foundation of your catering brand. Choose it carefully, test it with your audience, and then let it shine across all your Unipage products.

Ready to give your business a name that sticks?

Take the time to brainstorm, test, and refine. The perfect name may not exist, but the right name for your story does. And once you’ve found it, Unipage makes sure it shines — from your POS to your screens.

Want to learn more? 🔗 Get in touch with one of our experts or request a demo below.