After being opened for seven months, a restaurant in downtown Racine changed it’s name. The original name of the restaurant was Taos Chili. Seems the owner was surprised that he’d been pigeonholed by customers as only a chili place and didn’t realize that he also served sandwiches, salads and vegetarian dishes.
Taos, by way, did not refer to the city in New Mexico, it was an acronym for “The Art Of Sandwich.” The owner was quoted as saying, “I was hearing from far too many people that, as far as they knew, it was just a chili place so they weren’t coming (Downtown).”
Before opening in March, he said he wanted to be known for his “killer pulled pork sandwich.”
Is the name of your business holding you back? Your name doesn’t have to describe what you do but if you don’t want to be known as a Chili restaurant don’t put “Chili” in your name. Perhaps the name “Sandwich Art” might be more descriptive and have a greater curiosity factor than his new name, “Dalecooks.”