A Rose By Any Other Name


A local businessman has big plans for his recently purchased restaurant.  He’s sinking $250,000 to remodel and expand the facility.  He plans on hiring about 70 people and is teaming up with one of the best markets in town to supply the meat.  He’s also changing the name of the restaurant from “Spokes” to the “Route 20 Outhouse.”

The owner says, “Changing the name to Route 20 Outhouse partly refers to Highway 20 (the location).  ‘Roadhouse’ was already taken, and this building is “on the outskirts of Racine, so I said, well, ‘Outhouse.’”

Close only counts in horseshoes and hand grenades. 

Unless he transforms the Motorcycle themed “Spokes” into an incredible dining experience that becomes a word of mouth machine, the mental images associated with outhouses are going to negatively affect his table turns. “Let’s go out to dinner at the Outhouse, two holes, no running water, and the Sears and Roebuck catalog to read while you wait.

This isn’t the only “Outhouse” around.  There’s a bar in northern Wisconsin, a restaurant in Toronto, a place in Fort Myers and someone has trademarked the name “Outhouse” for a restaurant in Ohio.

I hope he succeeds beyond his wildest dreams.  I also hope he changes his mind about the name.

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About wizardwalter

After more than 35-years refining the craft of ad writing I know a bad ad when I see or hear one. The majority of my time is split between consulting a select group of small businesses and creating effective ad campaigns for others. I look at the world first as a consumer, then as a marketer. Rather than bringing pre-conceived notions and snap answers to my clients, I bring a lifetime of experience based on trial and error as well as 20 years of successful sales management experience to the table. I have been an adjunct professor at the University of Wisconsin, has taught at the Wizard of Ads® Academy and speak to groups of business owners on ways to improve their advertising any chance I get. I look for business owners who have a burning desire to grow and a passion to make it happen. Then I help bring out their best. When I’m not working with clients, I’m usually researching, writing, recording commercials and viewing the world in a tree house down the road from Lake Michigan. I travel light and have easy access to Milwaukee Mitchell and Chicago O’Hare. If you’d be interested in discussing your situation let’s talk.
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