Get SF Weekly Newsletters

Friday, March 9, 2012

Is "i" the New "Mc"? The Rise of the iRestaurant

Posted By on Fri, Mar 9, 2012 at 8:15 AM

click to enlarge iThai's interior even looks like Apple helped design it. - YELP
  • Yelp
  • iThai's interior even looks like Apple helped design it.

Two weeks ago, the Weekly reviewed iSkewers, a now three-month-old restaurant serving skewers and dumplings in the Outer Sunset. iSkewers (2407 Judah) opened in the same month as iThai (720 Post) and iCreation (1139 Taraval), and there's also a new iDumpling in Redwood City. This week, a tea-and-waffle shop named iCrave (1915 Irving) opened. Why isn't Apple iSuing?

After all, McDonald's famously goes after anyone who uses the prefix "Mc" in front of its name -- old-timers will remember that We Be Sushi originally opened as McSushi -- and the fast-food giant sued Homeroom for originally trying to name itself "Little Mac." (A Malaysian restaurant named McCurry managed to defeat McDonald's by claiming the "Mc" stood for "Malaysian Chicken.")



But Apple, which has built its brand on i-Themed products, hasn't taken the same tack. After all, the music-sharing service iLike was allowed to operate without a trademark-infringement lawsuit, and Apple is even having trouble defending the iPad trademark in China.

Wasn't "i" originally supposed to be a shortcut for something, the way "e" stood for "electronic"? If iThai, iCreation, iCrave, and iSkewers really want to convince customers they're part of the internet generation, they should, you know, get a website.

Follow us on Twitter: @sfoodie, and like us on Facebook.
Follow me at @JonKauffman.

  • Pin It

Tags: , , , ,

About The Author

Jonathan Kauffman

Comments

Subscribe to this thread:

Add a comment

Popular Stories

  1. Most Popular Stories
  2. Stories You Missed

Like us on Facebook

Slideshows

  • Phish at the Bill Graham Auditorium
    Phish is in the midst of a block of sold out shows at the Bill Graham Civic Auditorium (October 27-29). The Monday night concert featured a rare first set opener of “Walfredo” with the band members switching instruments for the song. The evening’s highlights included John Fishman and his iconic vacuum cleaner solo and favorites such as Chalk Dust Torture, Slave to the Traffic Light, Axilla, Rift, 2001 Space Odyssey, and Maze. The show also featured Phish’s debut of a, seemingly impromptu, version of “Take Me Out to the Ballgame” to with roaring approval of the, singing along, crowd. With Game 6 being tonight, partying Phish fans will join Giants fans in Civic Center Plaza where there will be a World Series viewing party on a large screen set up by the City. Photography by Jamie Soja.
  • The 4th Annual Masquerotica 2014 - NSFW
    The theme this year was Carnaval Mystique for the 4th Annual Masquerotica at The Factory. Attendees were entertained by strip dance, trapeze, and live music. Photographs by Calibree Photography.