Three brands that prove the benefits of rebranding

Things change with time, and alas, so do brands. When a business decides to change critical components of its image, it’s usually to better communicate with, and appeal to, customers. Rebranding is much more than a superficial makeover of new colors or a new menu board and can help brand’s gain new audiences, retain relevancy and move into untapped markets. 1851 compiled a list of companies that have rebranded, and rebranded well. Popeye’s Rebrand –2008 From “Chicken and Biscuits” to “Louisiana Kitchen,” Popeye’s has successfully added history, heritage and a sense of homemade food to the chain’s overall image. Adding authenticity has helped the Sandy Springs, Georiga-based chain overhaul an outdated look and boost sales since 2008. According to the 2^nd quarter earnings released published in August, “Popeyes domestic same-store sales have outpaced the chicken-QSR segment for 25 consecutive quarters and overall QSR for 11 consecutive quarters according to independent data.” Wendy’s Rebrand–2012 In 2012, everyone’s favorite redhead icon at Wendy's went through a cosmetic facelift that resulted in a more modern logo (the original they had for the past three decades), new packaging, new uniforms, new menu items and new location prototypes. The Dublin, Ohio-based fast food company also put in place a “re-imaging” option for existing franchisees with GE Capital’s Franchise Finance. Known as “Image Activation,” the program provided a $100 million credit facility to finance franchisees who want to update their restaurants. “The Image Activation re-imaging program is an essential element of our brand transformation,” said Dan Collins, Wendy’s senior vice president and treasurer in a statement. “This contemporary restaurant design reinforces our mission to position Wendy’s as ‘A Cut Above,’ and we are excited to work with GE Capital to help our franchisees participate in this brand evolution.’” Dairy Queen* Rebrand: 2001  After being constantly associated with hand-dipped cones, Blizzards and banana splits, Dairy Queen announced that in order to grow, especially in the ultra-competitive food segment, they would have to change. Thus in 2001, Grill & Chill was born. The first DQ Grill & Chill restaurant, a full-fledged QSR concept, opened in Chattanooga, Tennessee. Since then the number of DQ Grill & Chill locations has grown by 51 percent, according to the brand’s disclosure document and there are now 964 nationwide. Moving from soft serve to a full quick-service concept proved to be the right move for the Edina, Minnesota-based brand, based on the ability to move into new, untapped markets alone. When the first Dairy Queen Grill & Chill opened in Long Island, New York, traffic jams and two-to-three hour wait times were the norm. “We waited to open in New York City until we were prepared to take the Grill & Chill there,” CEO John Gainor told Franchise Times. “It’s unlike any other city. The costs to operate are much higher. But we found the right location, and we found the right franchisee.”