Actually the only clear signage for Stacked: Food Well Built
was provided by The Oaks Mall as a store locator sign which was small, high on the wall of the hallway in the mall. It clearly
says the name and slogan on one sign. (I later found out from the CEO that the actual name is Stacked: Food Well Built and
"Food Welll Built" is more than a slogan and actually part of the name.) Unfortunately it's not in a position that's
easily viewed since this shopping mall has very high ceilings and walls.
Luckily for Stacked: Food Well Built it also markets under Food Well Built so if you do a web search for Food Well
Built you will also find the restaurants. But for a new company in the very competitive and difficult to survive restaurant
business, needing to promote both the name Stacked and the slogan Food Well Built can be costly and expensive. Frankly, just
the name Food Well Built would be great though it does sound a bit pedestrian. Stacked sounded sexist to my marketing friend
who is a woman. And both of us were confused by the font used on the menu and signage for Stacked.
The bottom line is that in this mass media world where there are so many names and so many signs and so many messages
and so many media, simplicity wins out. Stacked in its styled font is not simple. Food Well Built is and clearly sends a message
especially in its bold, easy to read font. And I promise you this, even if the name and font confuses you as it confused us
and so many others, Stacked: Food Well Built has really great food.
A RESPONSE FROM THE
CEO OF STACKED: FOOD WELL BUILT
I received an email from Paul, the CEO of the company,
and it turns out they are very aware of their problems with their name and identity. Here are the important parts of his email
I am glad that you and your friend enjoyed our restaurant. I really enjoyed
reading your thoughts about our brand, our name and our logo. I absolutely understand your concerns and I appreciate
the opportunity to explain.
of our restaurant actually is.....(drum roll, please)......
STACKED: Food Well Built
first, we named the brand just STACKED. But, as you indicated, that was somewhat confusing and possibly subject to misinterpretation
("Oh, you mean like Hooters"). So, we added on the "Food Well Built" to clarify what we are referring
to by the word "STACKED."
for the logo, we spent months and months trying to come up with an appropriate look for the word STACKED. What we finally
came up with is somewhat controversial, in that it is not as easy to read as maybe it should be. But, none of the other
logo fonts we considered had enough character for us.
In our defense, our TO (Thousand Oaks) restaurant gave us the least opportunity to display the logo appropriately.
(The) front of our Huntington Beach restaurant which I believe does it much more justice. (Photo is below.)
Alan, again, I really appreciate your perspective and you are certainly
not alone in your opinion. I was most surprised by the response of your server when you asked about our name.
Clearly, we need to do a better job of communicating to our staff.
Thanks again for reaching out and for writing about our restaurant.
email was signed by Paul Motenko, the Co-CEO. So, now I wax poetic and remember a famous line about names. What's in a name?
This restaurant by any other name would still be fantastic. For more of my Business Marketing Memos please click here.
Thanks, Alan Mendelson