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VertsKebap shortens name to VertsVertsKebap shortens name to Verts

Brand reimaging shifts to broader Mediterranean focus

Ron Ruggless, Senior Editor

March 8, 2016

2 Min Read
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VertsKebap Inc. is shortening its brand name to Verts, with a “Mediterranean Grill” tagline, as well as making plans for a new design and menus, the company said Tuesday.

The Austin, Texas-based fast-casual chain, which has 29 units in Texas, said the changes were being made as the brand evolved and started to move outside the Lone Star State.

“Our guests always refer to us as ‘Verts,’ so the shortening of the name was a natural evolution of the brand,” said Michael Heyne, co-founder and CEO of VertsKebap, in a statement. 

“While the name change may seem slight, it’s a big statement that reflects our vision of being not just the leader in fast-casual Mediterranean food, but a leader in the fast-casual category overall,” Heyne said.

Fast-casual brands based on the Mediterranean region’s cuisine have been increasing in number over the past five years, including the 174-unit Plano, Texas-based Zoe’s Kitchen Inc., the 24-unit Denver-based Garbanzo Fresh Mediterranean, 22-unit Chicago-based Roti Modern Mediterranean, and the seven-unit Pleasant Hill, Calif.-based Yalla Mediterranean.

A Verts spokesman said some elements of the new design will start to appear in upcoming Dallas-Fort Worth area locations in April and May. In addition, new entrees, side dishes and sauces, as well as seasonal menu items, will be rolling out under the direction of Jason Donoho, Verts culinary director.

Keith Peterson, Verts director of marketing, said the changes are aimed at positioning the chain as a premium brand. “The name and logo change collectively reflect those ambitions,” Peterson said in a statement.

Verts is planning its first out-of-state location, only identified as on the East Coast, this coming summer.

Nation’s Restaurant News named VertsKebap, founded in 2011 in Austin, a Hot Concept in September 2015.

In December, VertsKebap acquired $20 million in private funding.
 
Verts has locations in Austin, Dallas, Houston and San Antonio.

Contact Ron Ruggless at [email protected].
Follow him on Twitter: @RonRuggless

About the Author

Ron Ruggless

Senior Editor, Nation’s Restaurant News / Restaurant Hospitality

Ron Ruggless serves as a senior editor for Informa Connect’s Nation’s Restaurant News (NRN.com) and Restaurant Hospitality (Restaurant-Hospitality.com) online and print platforms. He joined NRN in 1992 after working 10 years in various roles at the Dallas Times Herald newspaper, including restaurant critic, assistant business editor, food editor and lifestyle editor. He also edited several printings of the Zagat Dining Guide for Dallas-Fort Worth, and his articles and photographs have appeared in Food & Wine, Food Network and Self magazines. 

Ron Ruggless’ areas of expertise include foodservice mergers, acquisitions, operations, supply chain, research and development and marketing. 

Ron Ruggless is a frequent moderator and panelist at industry events ranging from the Multi-Unit Foodservice Operators (MUFSO) conference to RestaurantSpaces, the Council of Hospitality and Restaurant Trainers, the National Restaurant Association’s Marketing Executives Group, local restaurant associations and the Horeca Professional Expo in Madrid, Spain.

Ron Ruggless’ experience:

Regional and Senior Editor, Informa Connect’s Nation’s Restaurant News and Restaurant Hospitality (1992 to present)

Features Editor – Dallas Times Herald (1989-1991)

Restaurant Critic and Food Editor – Dallas Times Herald (1987-1988)

Editing Roles – Dallas Times Herald (1982-1987)

Editing Roles – Charlotte (N.C.) Observer (1980-1982)

Editing Roles – Omaha (Neb.) World-Herald (1978-1980)

Email: [email protected]

Social media:

Twitter@RonRuggless

LinkedIn: www.linkedin.com/in/ronruggless

Instagram: @RonRuggless

TikTok: @RonRuggless

 

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