What’s in a (restaurant) name?
Esquina, one of Jason Atherton’s restaurants in Singapore
When an email called Sexy Fish dropped into Chopstix’s mail box we must admit to reaching for the delete button. Then we noticed that it was a new eatery from Caprice Holdings, those masters of the restaurant scene in London. The moniker is being scoffed at but let’s not be too harsh, choosing a name may be the most difficult task a restaurant owner faces. The eponymous name above the door aside, names are a minefield. An unpronounceable appellation can be the kiss of death since no one wants to embarrass themselves by getting it wrong and so never discusses it let alone books it.
Chopstix & the City 