We’ve seen a lot of new menu news of late, a common tactic aimed at reversing soft traffic. According to Technomic, the number of limited-time offers in the foodservice industry has grown by 53% in the past four years, for example.
But there are other ways to breathe new life into the business than by just getting creative in the kitchen. Refreshes and rebrands are also highly effective business drivers, and that’s why we’ve seen so many in recent years, according to Andrew K. Smith, managing partner of Savory Fund.
“Refreshing the brand can generate a 10% to 20% sales lift if you do it right,” he said. “It makes consumers feel like the brand is new again and they get excited about it again, and maybe they’ll come in one more time a month. That’s huge.”
It’s especially huge, he added, in a challenged macroenvironment such as the one currently impacting much of the restaurant industry.
“It’s important to look at the foundation of your brand when volumes are slower,” he said.
However, refreshes aren’t just a card to play when things get rough. Rather, it’s important to understand the timing of the brand. Has it gotten tired or outdated?
For instance, Mo’Bettahs, which Savory Fund acquired in 2017, underwent a brand refresh about two years ago – about 14 years after its founding. The chain wasn’t in trouble, but consumers started to “get muted to what the brand was,” Smith said. Mo’Bettahs was acquired by private investment firm Blue Marlin Partners and Dallas-based private equity firm Trive Capital in October, with Savory maintaining a minority stake.
Taco Bell, which was founded in 1962, has gone through several brand refreshes – some more extensive than others. In 2016, the chain unveiled a new logo (featuring different shades of purple) for the first time in more than 20 years, as well as other “brand evolution” elements.
“That’s the thing about refreshes and capital involved; some can be a whisper – you clean it up and make things a little more refined. Others are massive rebrands,” Smith said. “It’s important to learn what customers like, what the flow is inside the restaurant, how they respond to things on menus, chairs, ambience.”
Sure, these things cost money, and money is hard to come by for many operators right now, but that 10% to 20% uplift justifies the work most times. A rebranding effort also future-proofs and differentiates the business as competition becomes more intense.
“This is a good way to make sure you’re ready for the future and for growth,” Smith said. “Focus on your four walls, get the quality of your stores up, get better equipment, freshen things up.”
Recent rebrands and refreshes
Condado Tacos is celebrating its 10th anniversary this year by “evolving its brand identity and introducing new menu items, all shaped by guest feedback," according to founder Joe Kahn. The overhaul includes new design elements, digital properties, and packaging. It also includes “elevated protein options, crunchier and lighter chips, and boldly flavored burritos.”
In September, Smashburger announced a “brand transformation” with a new visual identity and revamped menu. In a statement, chief executive officer Denise Nelsen said the changes were made “after extensive regional market testing.”
Sometimes rebrands aren’t just in response to consumer input or timing, but rather to reflect the evolving nature of a business. Lehigh Valley Restaurant Group relaunched as Lehigh Valley Restaurant Brands in November, for instance, to include the company’s new partnership with Wingstop.
In September, Matt the Miller’s Tavern, a Central Ohio staple, rebranded to MTM Tavern | Steakhouse. Also that month, Tulsa, Okla.-based Mazzio’s Pizza changed its name to Mazzio’s Pizza and Wings to reflect a sharpened focus on its wings platform, including the new Kickin’ Wings.
In June, Perkins Restaurant & Bakery changed itself to Perkins American Food Company. The effort includes a restaurant redesign and a refreshed look and logo.
“We are looking forward to reintroducing ourselves to our guests and showcasing that we have accessible and affordable options, elevated and innovative American classics, and staff who go above and beyond,” president Toni Ronayne said at the time. “We are constantly evolving to create new foods and experiences that are relevant to today’s customers.”
Also in June, Blaze Pizza went through a “brand overhaul” complete with a new menu and a “purpose for existing,” as CEO Beto Guajardo explained at the launch event.
In August, The Habit Burger Grill evolved into Habit Burger & Grill. Dropping the ‘The’ and adding an ampersand has “always been at the heart of its identity,” the company said.
"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."
Earlier this year, Focus Brands rebranded itself as GoTo Foods, signaling its transformation into a platform company and positioning itself for whatever is next.
“GoTo Foods represents a no-limits vision that is firmly rooted in reality as we embrace the power of our platform company and look to a future with endless possibilities,” CEO Jim Holthouser said in a statement.
Of course, such efforts are nothing new. Jamba dropped “Juice” from its name in 2019, for instance, while Dunkin’ dropped “Donuts” that same year. Crumbl Cookies became just Crumbl in late 2023. But, as Smith noted, “everyone’s doubling down on their brand now – their foundation, the structure, and reshaping the business. They should be. If you’re not going to invest in building new restaurants, you should be investing in your brand.”
Contact Alicia Kelso at [email protected]
