By naming his restaurant after himself, Mr. Byrne ensured that every mention of himself was an ad for his restaurants and vice versa. Naming the restaurant after himself makes him something of a local celebrity, which in turn makes the restaurant more popular. The more popular the spot, the more of a local celebrity he becomes. And so on. Give every name you consider the information per inch test.
First impressions count.
Make sure your company gets more mileage than mine does. It should say what you do if it can. It should be memorable. It should distinguish you from your competition. It should put you first in the phone book listings if possible.