Chuck’s Takeaway
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- Naming
We like the classic feeling of a sandwich shop with the proprietor’s name on it: Ted’s, Rhea’s, Michael’s, Kelly’s. If we stopped with “Chuck’s” there would be a chance of going unnoticed so we wanted to modify the name with something ownable that wasn’t just window dressing. “Takeaway” fits the bill by setting an expectation and an attitude.
What we did
We worked with Charles Phan and the leadership team at Slanted Door Group to name a neighborhood sandwich shop in San Francisco’s Mission District that’s attached to Slanted Door’s commissary. Chuck was Charles’ nickname in college and Takeaway lets you know that there isn’t much room for seating. Simple enough.
In their words
“Liked it. Still like it. The name fits me like a perfect T-shirt.”
Charles Phan (R.I.P.)
What was the deal with…
Trademark
We conducted a preliminary trademark screening in the US. Restaurants are notorious for common law conflicts so deeper legal screening was important as well.
URL
URL wasn’t a driver of the project because these are physical restaurants that are part of an existing restaurant group. Chuckstakeaway.com was available.
The decision
We worked alongside design partner Moniker to bring these names to life. Chuck’s happened really fast because an opening date was set. When we presented the name it got the strongest reaction from almost everyone.