The Yum Brands’ chain is dropping its ‘the’ and adding an ampersand
The Habit Burger Grill is now simply Habit Burger & Grill. The Yum Brands’ chain today announced the tweak to its name – dropping the ‘The’ and adding an ampersand that it says has “always been at the heart of its identity.” The change, the company added, better illustrates that Habit offers menu variety beyond burgers, including its signature hand-spun milkshakes, tempura green beans, salads, and sandwiches.
"We're not changing, we’re just embracing what we've always been – an '&' brand," chief marketing officer Jack Hinchliffe said in a statement. "This simple rebrand is a celebration of our diverse menu, our commitment to fresh, high-quality ingredients, and the connections we've built with our customers and communities over the years."
The rebrand will be rolled out across the brand’s marketing materials, packaging, and digital platforms starting today.
Habit has also announced two new openings – one in Torrance, Calif., and a second in Westlake, Fla. Both locations open Sept. 4 and include drive-thrus.
Habit Burger & Grill was founded in 1969 and has since grown to over 380 restaurants across 14 states and internationally. The chain was acquired by Yum Brands in 2020, joining KFC, Taco Bell, and Pizza Hut. It finished 2023 with $696 million in sales, according to Technomic data.
Contact Alicia Kelso at [email protected]
