The rebranding of the chain is expansive, and touches every aspect of the customer experience, including dishes, décor and, of course, Big Boy. 

Big Boy will also include a family zone where parents and kids can feel comfortable. The zone will include ample space for children.

The iconic Big Boy mascot was given a new look for the first time in 40 years, without his red, checkered overalls. He also no longer hoists a sandwich, in a nod to the chain’s expansive menu that includes sandwiches, entrees, breakfast, soups and desserts.

The Covington, Ky., restaurant hired 30 additional employees. “Frisch’s is committed to quality customer service and the community,” Vaughn said in a statement. “We accomplish both by hiring additional staff for our Covington location.”

The remodel is designed to promote Big Boy’s broad menu and its focus on customer service.

The remodel includes uniform changes and packaging upgrades to “symbolize a contemporary movement for the brand,” Frisch’s CEO Jason Vaughn said. In addition to the chain’s traditional counter, Frisch’s installed a community table so customers can “get to know their neighbors.” 

The remodeled restaurant includes a retail space where customers can purchase Big Boy merchandise, and where they can still spot the chain’s famous logo. 

Big Boy is changing his pants.

Frisch’s Big Boy unveiled a new look Wednesday for the 77-year-old brand, including a makeover of the chain’s iconic Big Boy mascot, which was modernized for the first time in 40 years. The company replaced Big Boy’s checkered overalls with plain red overalls.

The new look, unveiled at the chain’s Covington, Ky., restaurant, comes 10 months after NRD Capital acquired the Cincinnati-based company. The changes include a remodel, new uniforms and work by local artists.

Frisch’s will use data from the remodel in Covington to identify specific upgrades that are important to customers — changes it can bring to the other 120 locations in its system.