Page 20 - OhioRA 2012SpringFlipBook

18 www.ohiorestaurant.org Spring 2012 Issue

To Avoid Problems Down the Road,

Trademark Your Business’ Name Today

It’s one of the few ways to actively protect your brand’s image before a confict arises

If you operate a restaurant, the name of your restaurant is your brand - and you should protect it. This is particularly true if you intend to expand your restaurant concept beyond a single unit, so others cannot use it without your permission.

A competitor who uses a name similar to your business’s name may create confusion among potential customers and may affect the reputation you have worked so hard to establish.

Should you choose not to trademark your brand, you have a choice of either continuing to use your name and risk confusion, or changing to a new name and starting anew on building your name recognition. For an established restaurant that has invested signifcant time and money in building a brand and creating advertising and promotional materials starting over would result in the lost of signifcant money.

Additionally, if you have any intentions of franchising or licensing your concept, having a protected trademark for your restaurant

concept’s name is vital. Without the assurance that the name will remain distinct in the marketplace, you offer very little to prospective franchisees who want to succeed on your reputation.

Don’t wait until your brand is a household name to begin the process of protecting it. Even if you do not have a long history of using a particular name for your business, you may want to register it earlier rather than later to show that you are the frst to use it. This also ensures that you are not infringing on another existing trademark. It would be a business disaster to spend time and money promoting a new name for your brand only to receive a cease-or-desist letter from a trademark owner demanding that you stop using its trademark.

To receive additional best-in practice tips, visit www.RestaurantOwner.com and sign up for the company’s free weekly “Proft Tip.”

ORA Members Receive Recognition for Their Philanthropic Efforts

Restaurant operators, large and small alike, were commended for their efforts by both the state and national restaurant associations

Annually, the National Restaurant Association (NRA), in partnership with American Express, encourages members from the state restaurant associations to submit their stories of philanthropy and community service. Award submissions are sought in four categories for the Restaurant Neighbor Awards: Cornerstone Humanitarian, small-scale business, mid-scale business and large-scale business.

The NRA and American Express salute restaurateurs who go above and beyond in giving back to their communities through the Restaurant Neighbor Award. Winners are awarded from every state and then they compete on a national level with peers throughout the country. Annually, four national winners receive $5,000 each to continue their charitable works.

This year, the ORA saw fve of its members chosen as state winners.

In the small-scale business category, Auntie Anne’s of Centerville and Ed Pickens’ Café on Main of Mansfeld received recognition as the state award winners while Hubbard Grille of Columbus and Real Seafood Co. of Toledo were chosen as the mid-scale winners. The large-scale business award winner was Roosters of Columbus. In addition to the winning submissions, the NRA and ORA awarded

honorable mention to Carrabba’s Italian Grill of Columbus in the mid-scale category.

“Ohio always submits amazing nominations that refect the genuine, giving nature of restaurateurs,” said Alyssa Prince, the NRA’s senior director of community relations. “Without a doubt, ORA members stand out among the nominations we receive year after year.”