From the 1930s through the ’60s, El Morocco was a major New York hotspot. (Photo by The New York Historical via Getty Images.)
W
hat is a restaurant name worth? Savvy restaurants have long capitalized on brand cachet, often extending it to supermarket aisles with farther reach than a dining room. One need not look further than jarred pasta sauce from the impossible-to-book red-sauce restaurant, Rao’s, whose products were acquired by Campbell’s for $2.7 billion. But now one company is resuscitating the IP of a decades-closed restaurant—not to reopen it and serve food, but to sell you perfume.
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