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The Bear is a good namefor a TV show, but not for a restaurant.
Well, consider us Gordon Ramsay.
No, we want to be Robert Irvine jacked but with really thin glasses.
And its time for aRestaurant: Impossiblefor The Bear.
Starting with the name.
Why the Name Doesnt Work
1.Its too casual.
The Bear sounds like a bar.
In the real world, athefeels like a reference to the British pub tradition.
and the vibe is chill.
The Bears vibe is not chill and it does not sell duck confit poutine with Guinness gravy.
2.Its too formal.
The other main the users in American dining are restaurants trying to project a certain sort of French formality.
These are restaurants where formal dress and service are expected.
You know there are going to be white tablecloths.
3.Its dated.
The thing about all the restaurants named above is they were opened decades ago.
And now we have to talk about the bear of it all.
Its hipster dressed like a lumberjack serving you a craft cocktail in a mason jar.
So, very not The Bear.
What Should the New Name Be?
But The Bear is unfortunately both too high and too low.
Which brings us to … Bear.
Its cleaner and not too casual or stodgy; its confident but still chill.
Of Chicagos 21 Michelin-star restaurants, 18 are one-word names.
Also, considering the citys football team, it gives the restaurant a sense of place.
Teclemariam says it feels nordic, which also works for Carmy.
Not for nothing, everyone calls him Bear and not the Bear.
But allow me to suggest a further step.
You get the minimalism of a single, one-syllable noun but also some edgy, pop-up cachet.
You get Carmys vision paired with the name recognition of its predecessor.
You get franchise opportunities with the sandwiches (more The Beefs, more money).
Print up some new T-shirts.
