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.
Read the rest of the article by becoming a paid subscriber.
Get exclusive access to the inside story of the restaurant business—the behind-the-scenes players, money, creativity, and chaos that fuel the industry.
Subscribe
