The all-caps, all-consonants naming trend continues unabated. I originally spotted unbevoweled names like BHLDN and BLK DNM in the fashion pages*, and now I see the fad is spreading to restaurants.
STK is a “new-style steakhouse” that’s set up shop in Los Angeles, Miami, Las Vegas, and New York. The website has video but no voiceover, so I can’t tell you whether the name is pronounced Ess-Tee-Kay, “Steak,” or something else. (Stock? Stick? Stack? Stoke? Stuck?) The establishment’s target market appears to be angry young women in extremely high heels and the men who photograph them. A restaurant blogger for the Atlanta Journal-Constitution liked what he saw and ate at the local outpost; he called STK “a cannily updated supper club with a good-natured sense of glamour” whose menu “has a kind of corporate-honed contemporary edge that slices into the he-man ethos of most other steak houses.”
In other news, the New York Times reports that KTCHN will open in June on West 42nd Street. “It is in Out NYC, a new ‘urban resort’ complex whose owners have called it both the first gay hotel in New York and ‘straight friendly’,” notes reporter Florence Fabricant.
* And they continue to appear there. Latest example to catch my attention: the all-caps, vowel-deficient RUBR, maker of colorful, inexpensive rubber watches. Slogan: “What Color Is Your RUBR?”
Or, as my Jewish friends would say, "Oh my YHWH!"
Posted by: AngrySubEditor | May 02, 2012 at 08:49 AM
I just called STK and the woman who answered the phone said "Ess Tee Kay." And then laughed when I told her why I had called.
Posted by: Karen | May 02, 2012 at 02:53 PM
I once knew of a district official in Vienna was named Srp. I don't think he was consonant deficient as much as he was syllabic-r enabled. And Slavic.
Posted by: H. S. Gudnason | May 03, 2012 at 02:31 AM
Looks like they were all caught in the midst of screaming while they were disemvowelled.
Posted by: Scott Schulz | May 03, 2012 at 08:58 AM
It seems Madonna is in on it too, with her new album titled MDNA, though not coincidentally it's also suggestive of ecstasy (aka MDMA).
Posted by: Bryan Doe | May 06, 2012 at 11:47 AM
RUBR is, of course, the product's RUBRK.
Posted by: rootlesscosmo | May 07, 2012 at 12:58 PM
That STK website looks like they are advertising "bring your high priced call girl here for dinner."
Posted by: muriel | May 11, 2012 at 05:15 PM