As part of the required “Trademark Sunrise” period, new generic top level domains (gTLDs) .rest (dot-rest) and .bar (dot-bar) have been made exclusively available to trademark owners to protect their brands and secure their marks through leading registrars worldwide, before the general release or “landrush” period commences on June 15, 2014.
The .rest and .bar gTLDs, owned by Mexico City-based Punto 2012, are geared specifically for the food and beverage industry, including restaurants, bars, restaurant guides, critics, delivery services, and related entities. The launch of these domains marks a new trend in Internet addresses wherein domain endings are better categorized and more meaningful than legacy .com domains, enabling businesses to better define their brand by using short, relevant and accessible URLs.
.rest, the abbreviation used for the word “restaurant” in almost 30 languages spoken by more than 50 countries, is a targeted and categorized domain for any restaurant that is looking for a search-friendly, short, meaningful and memorable web address. .bar, launching at the same time as .rest, is a natural domain for bars and pubs. Both domains are designed to build an easily accessible space for those in the food and beverage industry that have suffered, whether due to cost or availability, with long, unmanageable, vague and unclear Internet addresses.
“We are on the crest of a completely transformed Internet,” said Aaron Grego, CEO of Punto 2012. “The crowded, congested and obsolete .com ‘traffic jam’ is finally a thing of the past. As Internet neighborhoods thrive there are now limitless opportunities for businesses to take control of their Internet addresses and define who they are and what they do.”
“The new Top-Level Domains .bar and .rest are truly global in their reach, and they address a multi-trillion dollar industry vertical where name collisions are common, so it’s important for trademark holders to obtain their .bar and .rest domains before they become available to the general public. That’s why leading brands in the adult beverage and foodservice categories, like TGI Fridays, Miller and Jack Daniels, have already jumped at the opportunity to register these domains under these new global TLDs,” said Ben Crawford, CEO of CentralNic, the registry service provider for the .bar and .rest domains.
Trademark owners interested in securing .rest and .bar domains must first register their marks with the Trademark Clearinghouse and then register through a Sunrise-authorized registrar, such as Name.com.
Logos, product and company names mentioned are the property of their respective owners.