WHAT'S IN A NAME
Why hire a pricey marketing firm to name a new restaurant concept when your customers can do it? That appears to be the reasoning at BLT Restaurant Group (owners of BLT Steak at the W downtown, pictured above, among other locations nationally). The NY-based company launched this week an online contest to name three new burger restaurants it plans to open later this year in NY, LA and DC. Contestants can enter online at www.bltrestaurants.com, and one winner will get $4K. (Not bad in this economy.) The restaurants will be ?updated versions of the classic American burger joint, serving up a casual attitude, cool milkshakes, and a variety of signature burgers.? Wait, that sounds like Flip in midtown. Hmm, we guess that name is already taken.