Lehigh Valley Restaurant Group, a Red Robin Gourmet Burgers and Wingstop franchisee, has relaunched as Leigh Valley Restaurant Brands, the company said this week.
The Allentown, Pa.-based group said the rebranding reflects its partnership with Wingstop and the opening of 10 new franchised Wingstop locations over the past two years.
“The refreshed name and logo signify the company’s expansion and provide flexibility for future growth opportunities with other national brands while maintaining the established positive brand equity,” a spokesperson said.
“After a lengthy and thoughtful process, we found the right balance between innovation and tradition,” Mike Axiotis, president and CEO of LVRB, said in a statement. “Our new identity supports future growth while honoring our roots in the Lehigh Valley.”
The company said a new website tells the story behind the Red Robin franchised restaurants and Wingstop franchised restaurants. It follows a timeline from the opening of the group’s first Red Robin franchised location in 1993 to significant milestones such as forming a partnership with the Leukemia & Lymphoma Society, prompted by the loss of founder, Stephen J. Hanzlik
LVRB highlights its community involvement by showcasing the local causes and events the company organizes.
Lehigh Valley Restaurant Brands, founded in 1991, has restaurants in eastern and central Pennsylvania.
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