Name changes pave way for market developments

London's Cumberland hotel is to change its name to Le Méridien Marble Arch next year when it completes its £70m refurbishment programme.

The hotel, which has been known as the Cumberland since it was built in 1933, is currently in phase two of the refurbishment. Its 894 bedrooms are to be renovated in keeping with Le Méridien's Art+Tech design, a contemporary theme also being introduced to London's Waldorf and Grosvenor House hotels.

The name change is expected in July when phase three of the refurbishment is due to finish.

A spokeswoman for Le Méridien said it was hoped that changing the name would not confuse people, and a campaign to advise its customers of the change would be organised next year.

Confuse-a-cab

Hotels changing their names cause the biggest headaches to the taxi trade, particularly in London, according to the Licensed Taxi Drivers Association.

"London is so big and has so many hotels our drivers, no matter how experienced, just can't keep up," said Bob Oddy, general manager of the association.

"If the guests get a taxi at Heathrow, they will often have no idea that the hotel used to be called something else. A few hotels announce the change publicly in the taxi trade press, but the majority don't, and it causes huge problems," he added.

Bella Pasta

Bella Pasta, one of Britain's most familiar Italian-style restaurant chains, is dropping the word pasta from its name in an effort to sell more pizza.

Its new name will be Bella Italia, and the first restaurant to be converted was unveiled last week in Leicester.

Bella Pasta, which used to be owned by Whitbread, was bought in a package including Café Rouge by Tragus Holdings six months ago.

Gavin Williams, chief operating officer at Tragus, said that the name change was intended to increase emphasis on pizza and to encourage people to use the restaurants throughout the day.

There are 65 Bella Pastas nationwide and from next year Tragus intends to convert about five a month.

Source: Caterer & Hotelkeeper magazine, 12 - 18 December 2002