The article examines the peculiarities of precedent phenomena in modern Russian on-line communication in the restaurant sphere. The lack of research gives grounds for considering language features of advertising catering industry in Russia. The focus of the research is within the precedent names used for advertising catering enterprises on-line and their mechanisms of operation. The characteristics of advertising communication in Internet discourse are given in the article as well as the classification of precedent names in restaurants` advertisements. The features of advertising of restaurant business enterprises are revealed both in relation to the content of an advertising text (main arguments), and in relation to the peculiarities of usage and functioning of precedent names. To achieve the research goals the existing concepts in linguistic literature were investigated and the appellations to precedent names were discussed. The received data concern functions of precedent names advertising cafes and restaurants in the World Wide Web.