I'm a big fan of names that leave no doubt in someone's mind what it is you do... In two words or less... Say, "Hasty Tasty" for a fast food shop or "Coffee Club" or another just up the road from me, "Simply Beans" - the logo has a coffee bean and yes, he is a roaster/cafe... You do get a slight reprieve with the 'Tag line' but that needs to be very "succinct" or you spend mega bucks promoting.... "BMW" doesn't tell you what it is... But the Tagline, "The Drivers Machine" is more succinct....