This month’s newsletter explores how major QSR brands are using rebranding as a strategic lever, shifting from cosmetic updates to enterprise-wide transformations that impact identity, operations, and growth.
Domino’s has kicked off its first brand refresh since 2012, aiming to reposition itself from a tech-first pizza company to a craveable food-first brand. The refresh spans visual identity, packaging, digital assets, and in-store experiences.
Food-First Brand Repositioning
The rebrand for Domino’s is more than a facelift; it’s a strategic pivot. By leaning into crave-ability and sensory appeal, Domino’s is reclaiming its identity as a food-first brand. The new jingle voiced by Shaboozey, bold color palette, and nostalgic design elements are all crafted to evoke appetite and emotional connection.
This shift is timely. As competitors double down on tech and delivery logistics, Domino’s is betting that brand warmth and food-centric storytelling will drive deeper engagement. The “Hungry for MORE” strategy signals a broader ambition: to make every brand touchpoint, from app to apron, feel deliciously intentional.
Operationally, the scale is staggering. With over 21,500 locations impacted, this refresh is a capital-intensive move that underscores their confidence in brand as a growth engine. It’s not just about looking better; it’s about selling more pizza by making people want it.
For marketers, this is a case study in how brand identity can be a business lever. Domino’s isn’t just updating its look; it’s reengineering perception, appetite, and loyalty.
Source: https://www.qsrweb.com/news/dominos-launches-1st-brand-refresh-in-13-years/
Long John Silver’s is modernizing its brand by elevating chicken alongside seafood, introducing tech upgrades, and expanding internationally.
Chicken-Led Brand Evolution
Long John Silver’s rebrand is a bold repositioning play. By elevating chicken to co-lead status, the brand is breaking out of its seafood niche and chasing broader QSR relevance. This isn’t just a menu update; it’s a category shift.
The new logo, marination process, and “Seacret Society” loyalty program signals a brand that’s embracing modern consumer expectations. Self-service kiosks and digital menu boards bring the in-store experience up to speed, while the app and loyalty platform create new engagement loops.
What’s most impressive is the momentum. Franchisees are reporting record sales, and international expansion is underway with a goal of 50 restaurants in Indonesia. This suggests the rebrand is resonating not just with consumers, but with operators and investors.
Long John Silver’s is proving that legacy brands can reinvent themselves by aligning product, tech, and identity. Chicken represents more than a menu offering; it serves as a cornerstone for strategic growth.
Source: https://www.qsrmagazine.com/story/long-john-silvers-rebrands-with-chicken-front-and-center/
A roundup of the year’s most expensive rebrands reveals that cost is driven by operational scope, not just design budgets.
Rebrands as Enterprise Strategy
The most expensive rebrands of 2025 weren’t your average expense; they were pricey. Lay’s global packaging overhaul, Domino’s multi-touchpoint refresh, and Long John Silver’s category shift all demonstrate that brand identity is now deeply tied to business strategy.
Lay’s led the pack with a packaging and ingredient update that spanned continents. Domino’s touched over 20,000 locations, while Long John Silver’s added NASCAR sponsorship and international rollout to its transformation. Even Cracker Barrel’s reversed rebrand incurred high costs due to sunk investments.
What’s clear is that rebrands are no longer cosmetic. They’re enterprise programs involving operations, tech, media, and consumer experience. ROI comes from improved sales, loyalty, and market growth, not just brand perception.
For QSR leaders, this signals a new era: brand is no longer a marketing asset, it’s a business lever. The cost of doing it right is high, but the cost of irrelevance is higher.
Source: https://www.brandvm.com/post/most-expensive-rebrands-2025
In Q2 2025, economically cautious consumers reshaped restaurant dynamics, favoring value-driven casual dining over premium fast-casual or quick-service options.
Value-Bundling Rescues Casual Dining Amid Consumer Tightening
In a tightening economic climate, diners are increasingly “trading down” by cutting back on add-ons, skipping premium fast-casual meals, or shifting toward grocery and convenience channels with affordable prepared food options. National brands like McDonald’s and Taco Bell have revived bundle classics (such as the Extra Value Meals). This trend of trading down for economically friendly options is not a new phenomenon; however, consumers are now trading down for options like ALDI, Dollar General, or Dollar Tree to find cheaper food alternatives for at-home preparation. A recent Placer.ai study found these consumers also account for heavy cross-shopping from Fast Food visitors like McDonald’s, leading to the belief that value-driven buyers are seeking an even cheaper alternative.
Conversely, casual dining brands like Chili’s, Applebee’s, and Olive Garden are outperforming peers by leaning heavily into bundled promotions, value messaging, and streamlined execution. Their success underlines a critical shift: in this environment, the strength of a clear, compelling value proposition may outweigh brand prestige or novelty.
Looking ahead, the winners will likely be restaurant concepts that can marry cost discipline with perceptible value (either through pricing, convenience, or differentiated experience) to retain the discerning, price-sensitive consumer.
Source:https://www.placer.ai/anchor/articles/q2-2025-restaurant-recap-a-cautious-consumer-shapes-dining-trends
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