Mini-Branded Eatery Is a Big Deal in Paris†

Restaurant Named After BMW Model Wins Over Upscale Diners by Finding Unique Location and Limiting References to the Car

Advertising Age, November 19, 2007 — Once you accept that star chefs are brands in their own right, it follows that many of the best restaurants in Paris are heavily branded. Gourmets flock to establishments such as Guy Savoy, La Table de Joël Robuchon, Alain Ducasse au Plaza Athénée and Senderens (named after another Alain)...But an upscale restaurant named after an automobile?