Names may have held little importance to Shakespeare, but then he wasn’t running a restaurant. When Juliet said a rose by any other name would smell as sweet, the Bard made it clear that nomenclature was less important than essence. Burton “Skip” Sack, Peter Sarmanian and Bill Goodwin, all of Classic Restaurant Concepts LLC, have discovered otherwise. Essence is important, but names matter, too. This summer they rebranded their steakhouse in Framingham, Mass., changing its menu ...

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