The 3 B's

There's a restaurant/bar not too far from where I live called 3 B's: Beer & Burgers. If you take a second to let that sink in, you'll probably be wondering the same thing I am - what's the third B? I've tried to figure it out. I've dreamed up all sorts of words to fill in the blank and I'm sure others have as well, many of which are likely not what the owners had in mind. I bring this up for one simple reason. Be careful naming anything. If you leave any blanks, consumers will fill them in, and you may not be happy with the results.