Naming New Menu Items

Naming New Items on Your Restaurant Menu

You've done it: You had a brilliant idea for a dish and ran it by your kitchen team. You workshopped it, tasted it, adjusted it, tasted it again, tweaked it some more, and it's finally ready to be a soon-to-be smash hit on your restaurant's menu. But before it can be something that will keep customers returning again and again, something that they'll tell their friends about, something that will help your operation stand out from the competition, your new menu item needs a name.

What's in a Name?

Naming items on a restaurant menu may not seem as crucial as, say, coming up with the dishes in the first place or making sure you pass your health inspection, but it is an important piece of your restaurant's identity. There is no foolproof or proven formula in place, and there are countless directions you can go in. Do you want to be informative? That's good, but try not to be too literal or you'll risk being boring. Maybe you want your menu items to have fun, punny names? Great, but don't be so whimsical that you end up confusing your guests.

If you're worried about picking the perfect name – don't panic! Successfully naming dishes is tricky, but certainly not impossible. Just keep a few basic principles in mind when selecting your clever menu item names to avoid dooming your new dish.

Do's and Don'ts of Creative Menu Item Names

As mentioned earlier, there is no one-size-fits-all, foolproof method of naming menu items. There are, however, a few guidelines that you can adhere to that can put you on the right track.

Ways to Name Menu Items

  • Although it may seem like common sense, it's important to stay on brand. If your establishment prides itself on nutritious, fresh options, your menu item names should reflect that. For example, breakfast and brunch chain First Watch, which specializes in healthy, fresh foods, features menu items like "Morning Meditation Fresh Juice," "Superfood Kale Salad," and "Sunrise Granola Bowl." Items like these emphasize First Watch's health-conscious vibe, while Western-themed LongHorn Steakhouse offers cowboy-inspired steaks, such as the "Outlaw Ribeye" and "Renegade Sirloin," that fit into the restaurant's Wild West atmosphere.

  • Being mindful of current dining trends is helpful when selecting names. For example, supporting small businesses with ingredients sourced from nearby operations is still very popular, and local restaurants can reflect that in their menu item names. For example, J.C. Holdway Restaurant in Knoxville, TN offers "Benton's Bacon Bolognese" and "Mountain Meadows peaches" on its menu; Benton's Ham and Mountain Meadows Farm are beloved local institutions known throughout the region for those respective products. Another massively popular trend that shows no sign of abating any time soon is that of plant-based eating. This is a great opportunity to showcase your food-naming skills, but don't go slapping words like "healthy," or "meat-free" on your menu. Studies show that these terms can turn off potential customers, who are repelled by what experts call "healthy-restrictive language." Instead, go for words that highlight flavor and texture, or even provenance. When Panera Bread rechristened their "Low-Fat Black Bean Soup" to "Cuban Black Bean Soup," sales jumped 13% in test locations.1

  • Keep regional associations with flavors and food styles in mind when naming menu items, as this can help or hinder your sales. Certain names recall certain flavor profiles: "Southwest" usually means smoky, spicy, Tex-Mex flavors like chipotle and peppers; "California" is synonymous with fresh and healthy; and "Asian" will suggest flavors of soy sauce, ginger, and sesame. Just make sure that your target audience will appreciate the geographical references; for example, "Maryland crab cakes" might make sense on the east coast, but "Alaskan crab cakes" will probably be more familiar on the other side of the country.2

What to Avoid in Clever Menu Item Names

  • What to steer clear of? It's a good idea to avoid subjective words in your menu item names. Words like "perfect" are an obvious no-go, but even terms like "golden brown" should be avoided, as one customer's idea of what constitutes "golden brown" may be different than another's.2

  • For obvious reasons, never mislead or outright lie to customers with menu item names; for example, don't claim that your imported seafood is local, or if you claim to have a Guinness chocolate cake on the menu, make sure that it really is made with Guinness.

  • Overly cute, punny names should be used carefully. When used cleverly, they can be entertaining and give a sense of the menu item; sometimes, though, a silly name can simply confuse customers and make them less likely to order it. If a menu item name is truly "out there," you should have thorough descriptions of the dish on the menu so customers know what to expect.

Crazy Classics and Noteworthy Example of Creative Menu Item Names

The history of restaurants is filled with tales of crazily named menu items and their origins. It'd be impossible to give a comprehensive history of each one of them, but here are just a few examples. Some of these items have clear-cut origins; others may have murkier beginnings, but their lasting legacies are unquestionable. Maybe you'll find inspiration for your next dish's name here!

  • The famed Munchkins from Dunkin' Donuts originally had a much more literal name: donut holes. However, when they made their debut in the 1970s, they were actually so popular that they were eating into the sales of the chain's actual donuts. To stop this, a name change was implemented; Munchkins took their name from the beloved Wizard of Oz characters. The strategy worked, the name stuck, and Munchkins (the donut holes) are still on the menu today.3

  • Here's a good example of staying on-brand and knowing your customer base: Taco Bell's Crunchwrap Supreme originally had a different name. Consisting of a hard shell taco wrapped in a soft flour tortilla, the item was originally called the CrunchWich, due to its sandwich-like design. However, customer feedback reminded Taco Bell that they were a Mexican-themed restaurant, not a sandwich one, and the item name was changed to its well-known current iteration.3

  • The origin of IHOP's Rooty Tooty Fresh 'N Fruity breakfast combo is shrouded in mystery. Little is known about how the name was decided upon, but what is known is that the goofy-sounding menu choice was added to menus in 1984 and quickly imprinted itself on the minds of customers. Though the item was discontinued, it was brought back in 2023 as part of IHOP's 65-year anniversary, complete with a "How Do You Rooty?"-themed ad campaign.4

  • Dairy Queen's signature Dilly Bar doesn't take its name from a focus group, movie character, or even its ingredients. Created in 1955, the Dilly Bar came to be when Dairy Queen owner Bob Litherland and some friends froze a circle of ice cream onto a tongue depressor, looked at it, and said: "Isn't that a dilly?"5 Does that make logical sense? Not particularly. But does it just… fit? Absolutely.

The Art of Naming Menu Items

As previously stated, there is no formula for naming your menu items. We can offer some guidelines and tips, but ultimately, you and your crew just need to go with what works best for your operation. Our number one tip is to know your customers, your brand, your strengths, and your goals before debuting a new menu item name. Whether you're running an upscale, high-end dining experience or a fun and funky food truck, no one knows your menu better than you do. Be as fun or as serious as you want, and let your food do the talking.

References

  1. It’s All in a Name: How to Boost the Sales of Plant-Based Menu Items. World Research Institute. Accessed August 2023.
  2. How to Name a Winning Menu Item. QSR Magazine. Accessed August 2023.
  3. From the Bloomin' Onion to the CrunchWrap Supreme: How'd They Come Up with Those Crazy Names?. bon appétit. Accessed August 2023.
  4. IHOP Rooty Tooty Fresh ‘N Fruity returns and everyone is feeling joyful. FoodSided. Accessed August 2023.
  5. Moorhead's long-running Dairy Queen is the birthplace of the Dilly Bar. CBS News Minnesota. Accessed August 2023.