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Boss Hatch - Entrepreneurs in the Making

Oh Crap Situation 28: Name Issues

by Jim Gordon on June 23rd, 2008

Oh Crap Situation 28: Name Issues

Your small restaurant is building a classy reputation - the name of the restaurant is Wilkin’s (after your pretend last name… trust me).   Recently, there was another restaurant on the news that wouldn’t let handicapped people in or make their establishment handicapped-accessible because they weren’t “part of their target market.”  This put the media in a frenzy and everyone within 200 miles knows of that problem.  No concern, right?  HA!  Wrong - their restaurant is called Wilkin’s Family Restaurant.  Though most people know the difference, there has been an obvious decrease in traffic to your restaurant (minus the occassional idiot who went to protest at the wrong place).  What do you do to save face?

My take: Oof - I guess the best thing you can do is put up a sign saying “It’s not us!” and hope it all blows over.  This actually happened to a restaurant in Georgia, which is where this situation comes from… except it was over some clearly-racist shirts.  Maybe some of you would take the other extreme and rename your restaurant?

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