TL; DR - by adding the primary keyword they are ranking for in their name
I have personally found this method to be super effective.
although alot may argue its keyword stuffing or it isn't a good practice.
I KNOOOOW, BUT IT WORKS SO WELL
that is why i have come to a conclusion
adding your cuisine name or your business type (italian restaurant/coffee shop)
works the best!
i add the cuisine of the restaurants i work with in their business name
(i also urge them to add it in their signboard as well)
And the results speak for themselves
P.s , have you ever had your listing penalized because of using a keyword in your business name? lmk