Serious Eats: Talk

A brief history of the one-word restaurant name

Anyone know when/where/why the trend of single-word restaurant names started? I don't mean names necessarily, but food or food-related words--you know, like Porchetta, Jar, Crush, Tilth, Toast, Lark, Dovetail, Pear, Crave, Pastis, Picholine, Aquavit, Chestnut, Alchemy, Applewood, Meze, Olea. I'd especially like to hear your theories as to *why*--what food philosophy or cultural movement or advertising scheme is this trend capitalizing on?
Bonus question: Same thing for two-word compounds such as Sitka & Spruce, Flour & Water....

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