La Shish Restaurant Name Reappears in Dearborn
What’s in a name? The owners reopening a restaurant on Dearborn’s east side will soon find out.
In the same building that started the La Shish restaurant chain in 1989 and helped popularize Middle Eastern cuisine in metro Detroit will soon reopen under the same name, or so a sign hanging outside the restaurant suggests.
The restaurant chain – all 11 stores – went out of business following bad publicity involving its fugitive owner, Talal Chahine, who federal prosecutors linked to terrorism, along with other charges, including evading $6.9 million in federal income taxes.
We do not yet know who is reopening the restaurant — “The New La Shish” — (at the corner of Michigan and Oakman) but the name selection could be a double-edged sword.
While the La Shish name has baggage because of its fugitive creator, it also has brand awareness. Say the name to nearly anyone and it is instantly associated with good Middle Eastern cuisine.
Building a brand, no matter the business, takes time and money . . . and then a lot more of both before you can breakthrough the clutter in a city like Dearborn that is crowded with plenty of good Middle Eastern restaurants.
The La Shish name for a restaurant certainly has recognition. The question is what do potential customers associate the name with these days.
Time will tell . . .
January 5th, 2011 at 12:59 pm
In my opinion, brand awareness is key. Good or bad, it’s an asset of some worth. Look at Toyota. After the braking debacle, do you think they were looking to trade positions with some unknown manufacturer? No. They worked hard to rehabilitate their identity. A few good years will put to rest any lingering negative connotations with the La Shish brand.
January 6th, 2011 at 9:42 am
My money will continue to go to the delicious tastes at LaPita – not LaShish.
January 6th, 2011 at 8:23 pm
“Cedars Coney” has outstanding food!
January 6th, 2011 at 9:10 pm
To me, the LaShish brand will always be synonymous with yummy Hezbollah Hummus, tasty Terrorist Tabouleh, and delectable Tax Grifter Grape Leaves. Oooo, and don’t forget the awesome No Extradition Eggplant and Talal’s special Fleeing Fugitive Felony Falafel. Don’t pass up the Two to Ten Tawook either.
January 7th, 2011 at 12:41 pm
FOODIE- you forgot one- “my son is a murderer smoothie”
January 7th, 2011 at 3:33 pm
lol!! outstanding sm1968!
cedars has all the middle eastern food and its almost half the cost of lashish and just as good if not better…the chicken shwarma fatoosh salad is incredible!
January 7th, 2011 at 11:24 pm
Who do you trust? Need another Big Boy!
January 13th, 2011 at 12:54 pm
Hey, 48124, thanks for the tip on Cedars…but, how do we know the money we spend there isn’t ALSO going to fund Hezbollah? I love fatoosh salad with chicken, and hummus, and many other such foods. I used to love LaShish with the fresh hot bread and hummus…but it turns out I was funding an enemy of America with every dollar I spent. I can’t do that anymore.
January 14th, 2011 at 7:41 pm
Cedars should get the LaShish chef. 48124 must be the owner.
January 15th, 2011 at 12:13 pm
Saturday’s Free Press reports that Balil Haidar, younger brother of strip bar impresario “Starvin Marvin” Haidar, is the landlord of the new La Shish and has been the owner of the corporate name since last summer, following its abandonment by Chahine.
Earlier this month it was reported that the Starvin Marvin empire was for sale for $6 mil.
Food for thought, so to speak.