The Contact Menu can launch applications by name. While that is the easiest to add to the menu setup, there are benefits to using the Apple Bundle ID or an Application specific URI.
Using the Apple Bundle ID will work even if the Application is renamed - a common issue as people download an application many times.
Every Mac OS Application has a Bundle Identifier in its Info.plist. You can also determine a bundle ID with this command in Terminal (sudo not required)
osascript -e 'id of app "Chess.app"'
Returns its Bundle ID:
Bundle ID reference
The Contact Menu can trigger any application by its Bundle ID, here is a list of common ID
*The Contact Menu will automatically try the following, in order: