What's in a name?

What's in a name? Well for a retail establishment , I'm going to call it very important. During the taste testing someone asked, "What are you going to name this place?" I replied "Lake's Kitchen."

For me, I know who Lake is. She's my Mom and everything that that embodies. So if someone were to say to me, that place is like Lake's Kitchen, I can picture what the place would look like, I know the smells, and I already have expectations of what the food will taste like. My point being, other than my family and some friends, no one else will know what Lake's Kitchen is and that is exactly the point that my friends made to me.

When they heard the name, Lake's Kitchen, they thought of a diner, like Mama's Cafe here in Houston. We tossed some names around like Lake's My Thai, which I liked for awhile. I also considered Lake's Rice Bowl, as there is a place in Bakersfield called something similar and it works for them. In the end, Lake's My Thai sounded too gimicky for me and Lake's Rice Bowl was too narrow of a name for me. Obviously, "Lake" will be part of the name.

I agreed with my friends in that I needed to be more specific with the name of the place and at the same time I didn't want to limit my self too much. As you can see, I am 99% sure I will be going with, "Lake's Kitchen: A Thai Eatery". The 1% unsure, is because one has to stay flexible in business; change is the only constant. That sounds all knowledgable, wise and sage-like. Heh, I didn't make that up so, I must have read that somewhere.

Here are some of the other names I was thinking of:

• Lake's: A Thai Kitchen -this one is still in the running
• Lake's Kitchen: A Thai Cafe - I decided I didn't care for the word "Cafe". Cafe and Thai doesn't seem to go together.
• Lake's: A Thai Cafe
• Lake's My Thai - too gimicky

I ended up really liking the word "Eatery". For the foodie in me, it conjures up a place that is authentic, has home cooking and is family owned. I imagine recipes that have been handed down through generations, so much so, that there are no recipes. The cooks in the family just know how to make them. This is exactly how it is when my Mom cooks. No recipes or books, just my Mom, a sharp knife, a heating element and food.

In addition to that, Eatery, doesn't limit me on what should go on a menu. I do plan to introduce a few other dishes that my Mom has cooked. Maybe on a limited basis, maybe as a permanent menu item. Hopefully, when someone reads, Lake's Kitchen: A Thai Eatery, it will correctly set their expectations.

What Now? Prepare

So I have the idea in my head and in all of the books/magazines/articles I have read, it is VERY important to put it on paper; write it down, hash out your thoughts, and solidify, on paper, what your goals and visions are.

So I met the requirement halfway. I didn't put it on paper, but I did write it out on Google Docs. The reason I chose Google Docs is because the first thing I wanted to do with this document is share it and get feedback from friends of mine.

This is a basic outline of what I/We wrote out:

• An overview: things like what items will be on the menu, how many tables (if any) I will have, the ideal location, pricing, what the food will be served in - very specific, yet succinct
  
• BOH (Back Of House) items - anything I could think of like counter tops, dry storage, refrigeration, grills and then I priced them all on Craig's List (don't buy new if you don't have to)
• FOH (Front Of House) items - cash register, cold drink fridge, tables, chairs, and again I priced all of these on Craig's List
• Soft items like "to go" containers/bags, spices, oil
• Future Enhancements/Thoughts - additional menu items or specials, online ordering
  
• Preparation - plate spec book, recipe book, price book

This document will always be a work in progress and I will continue to add/edit/delete things from it as time goes on even after I open Lake's Kitchen.

"Why would I need this after I opened the place?", you ask. So I can open ANOTHER Lake's Kitchen and I'll have a very good blue print from which to work from. NICE!

The Idea

Would Be Owner's Log, Star Date Aug 28 2008

I should have started this blog sooner with all the daily updates. For now, I will be posting a back log of events.

I want to start a business that will grow nationwide and that I can franchise. I think I will go with a food business.

Basically starting a food business seems like an easy thing to do. Make food and people will buy it. I mean I know. I buy food ALL the time. Some of it just plain sucks, some of it is simply amazing and along the lines of going to Heaven.

I have 2 ideas for why a food place will work. Some places survive because of location and convenience. Some places make it because their food is truly good. I hope to achieve both.

I may sound a bit aloof and "shooting-from-the-hip'ish" but I've been contemplating this for years. I've read books. I've done research.

This is what I decided on.

I want food that is almost fast food, convenient, and unique. I want my menu to be SMALL and simple ala a classic burger joint. I want to be able to get this started with as little money and equipment as possible. I want a SECRET recipe!

Decisions have been made, the menu items chosen, and the name of the place is...

Lake's Kitchen

Lake is my Mom's nickname and since we'll be using her SECRET recipe, I thought I'd name the place after her. The place's logo will have an iris in it. I won't explain the iris yet.