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Topic: Taglines/Names

Trying To Develop An Catering Company Name. Help!

Posted by Anonymous on 5/7/2012 at 11:03 PM ET 500 Points
So i've been thinking long and hard about how to name my catering business that serves prominent families, businesses, and universities that conveys that the business is modern, innovative, upscale, organized, etc. The original name I had was "Mise en Place", a french cooking term meaning everything in its place. The problem is that most people don't know how to pronounce it even though elite people may know what it means. I was writing to get your thoughts about the new business name: "Meezen Plaas" professional Catering, and I'm looking for feedback for ease of use, and what kind of message it sends to you. I've anglicized the term mise en place. I coined the name Meezen Plaas as a phonetic pronunciation of the original term. Thanks in advance for your help!

I would love your input for alternate names as well. Thank You
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  • Posted by Jay Hamilton-Roth on 5/7/2012 at 11:31 PM Accepted
    If your target audience won't recognize "Mise en Place", don't simplify it to "Meezen Plaas" (or Meezen Plaas Catering), since it'll be confusing. You'll have to explain that it's that way to represent the French term (and explain its meaning). Start fresh with a name that does target your audience.

    So, where are you located? What types of catering do you specialize in (French food? Vegan food? Small plates? Huge crowds?)? Do you have a signature dish that could represent your larger offerings? Do you experiment a lot (i.e., fusion food) or do you mostly make "family recipes"?

    What about your target audience? What are they looking for in a caterer? Why would they want to choose you?
  • Posted on 5/7/2012 at 11:57 PM Author
    I'm located in New Haven, CT but looking to start the company in Fairfield county to reach the New York market. These potential customers have a higher per capita income than most throughout the country.

    I'm looking to do highly refined, simple cooking using fresh and local ingredients when it is financially economic. I will write menus tailored to what the customer wants, customizing each menu to each inquiry. during wedding season I will prepare menus for an audience that enjoys good food. In the slower months i will be targeting corporations for corporate catering. Once the company is established I will be implementing a gourmet to go prepared foods storefront at my location.

    My target audience is looking for value and high quality for goods and services provided. They will want to choose my catering company because I will provide higher quality and services than the competition which will give me a competitive advantage.

    I'm looking to create a name for the business that people will recognize, will be easy to brand and create recognition.

    any ideas will be greatly appreciated.

    Thanks Again
    Jeff
  • Posted by rachikwon on 5/8/2012 at 5:58 AM Accepted
    I always advice friends to use a name that is easy to understand and remember. I’m sorry but the name you pick does not really send me any message. Why not use a foreign yet popular term that is relevant to food? Aside from French, explore Italian terms as well. 
  • Posted on 5/8/2012 at 7:21 AM Accepted
    It's always difficult to use intentional misspellings as the customer has to learn how to miss spell it, which isn’t natural, also Google has a tendency to correct misspellings.

    What about using the name of a French or Italian region linked with fresh simple cuisine?

    But I really like Mise en Place (I'm European, not a New Yorker though). I don't think it's difficult for customers to remember to search for, particularly as long as you're google optimised to you come up top when people search for the business type. If you are looking at a real premium niche and are specifically targeting weddings etc a slightly more complex name will add to the air of mystique that helps demonstrate your company is special and that bit more sophisticated.
  • Posted on 5/8/2012 at 8:57 AM Accepted
    I think your name is "too clever by half." Those who "get it" will appreciate your cleverness, but the other 90% of your target audience will forget it before you can munch on a canape.

    I'd follow Jay's advice and start over ... by being very clear about your target audience and how they select catering services.

  • Posted by NovaHammer on 5/9/2012 at 11:19 AM Accepted
    Persimmon: also known as "Food of the Gods" .

    Lots of folklore about seed shapes & weather prediction. 'Familiar & exotic' but some knowledge required to enjoy all the benefits..sounds qualities for a Catering Business to me.

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