GRILL AND FRIED LTD

GRILL AND FRIED LTD sounds like a food business built around two very familiar lanes: grilled dishes and fried takeaway staples. By our assessment, that makes it easy to picture for customers who want simple, hot, familiar food rather than a fine-dining menu. Its strength is clarity; the downside is also clarity, because the name tells you almost nothing beyond a narrow, crowded category. In practice this sort of place usually lives on quick service, greasepaper boxes, and a menu that does not ask for much decoding. It sits closer to a standard grill or fried-food outlet than to anything ambitious or distinctive. The company name gives the job away immediately, and that plainness is the whole point.