However, as the second-generation owners adapted to the new era of smartphones and Internet sales, it became increasingly clear that the nondescript name was optimized for neither shoppers nor search engines.
"It was so ambiguous," said Meghan Prestidge, co-owner of Concord Cookware. "It just became a no-brainer. The bottom line was it needed to change."
Watch the video above to hear Prestidge discuss the decision to change the store's name.
Deciding to change the name was one thing. Deciding on a new name was another.
It took about a year to settle on Concord Cookware, according to Prestidge, who said the name was selected after multi-step process that included eliminating puns and polling customers.
"It's amazing how much the change can resonate," said Prestidge. "It actually says what we do."
While the new name has made Concord Cookware easier to find for customers, it's been a bit of an adjustment for some of the regulars.
"To you, our loyal customers, we promise that our name is the only thing that will be changing," he wrote. "You'll still find the same knowledgeable and friendly people in this warm, rustic and inviting environment in the heart of downtown Concord."