Taking a cue from New Britain’s marketing drive, Amisha and Jay Desai have named their new bar and restaurant The Hive. The Desais have painted the walls yellow with black trim, and their menu includes a hive burger, a hive quesadilla and even a hive martini.
“We were looking for a name, thinking, thinking, thinking, and then we came to New Britain Hive — I like that name,” Amisha Desai said Friday at the restaurant.
Starting eight years ago, New Britain began reviving its semi-forgotten emblem — the beehive — to promote city pride.
The bee theme has become the heart of its marketing campaign.