So what’s in a name?  I have always believed that in some cases the name of a business can help or hurt its chances of success.  Take for example Dicky’s Dogs on Route 166 in South Toms River.

I have driven by this place twice a day since it opened a couple of years ago and never once stopped in for the simple reason the name just did not make a positive impression with me.  Finally at the recommendation of a co-worker my wife and I gave it a try a couple of weeks ago and it was nothing like I expected.

Dickies Dogs in South Toms River (Kevin Williams, Townsquare Media NJ)

I assumed it was pretty much a hot dog place but in truth their foot-long hot dogs only take up a small part of the very large menu.  The lunch we had was excellent and my wife has been back for breakfast with a positive review.  The restaurant is clean and the service friendly.

So what’s with the name?  Dicky’s Dogs is actually owned by the same person who operates Sundae’s Ice Cream right next door which is a very popular place.  His name is Richard and I’m told that when he was younger he vowed that if he ever owned a restaurant he would name it Dickie’s Dogs so that’s what he did.

Apparently I’m not alone in my thoughts as many people have told him and those that work in the restaurant the name hurts more than it helps because it doesn’t do the place justice.  Dickie’s Dogs is open 7 days a week from 7 a.m to 9 p.m. and don’t let the name fool you although I promise to give one of their hot dogs a shot in the near future.