In one sentence, describe what the following article is about:

Your name should give the customers an idea of what you serve. It should help them understand what your restaurant is about not confuse them. That is, though obscure names may draw in a certain type of people, it may turn off other people. For instance, you may want to name your Italian restaurant Olea europaea, the scientific name of the olive tree. However, your customers may not associate that with Italian food because they don't know what it is. Take stock of the restaurants in your area, especially the ones that are your direct competition. For instance, if you're opening an Italian restaurant, look at the names of other Italian restaurants. If everyone else is using a male chef's name, try doing something different, such as having two foods in your title like "Olive and Bread." Make yourself stand out among your competition. A sensual name, one that invokes the food and smells you serve within, primes your customer for eating there. For instance, "The Smoky Chicken" may have more of an impact than "Richard's." That is, use the type of food as a guide to your name. Don't use a British-sounding name for a Brazilian restaurant, for instance, unless your food is a British-Brazilian fusion. For instance, you might not want to name your restaurant "Dirty Chicken," as "dirty" has a negative connotation for many people. Other words you might want to skip are names of insects and anything associated with the trash. Sometimes, your location provides the perfect name. Some restaurants use the street address in the name (think "Kitchen 508" or "Bistro 189"), while others point to the history of the area. As an example, if the area your restaurant is built in was once an amusement park, you could use that to inspire your name. Pick a name that will grow with the business. For instance, though you only serve waffles right now, maybe in the future you'll want to expand to other breakfast items. Consider that when picking out your name.
Be recognizable. Make it unique. Try a sensual name. Point to your food. Skip names with negative connotations. Think about location. Don't limit yourself.