12 Fast Food Chains That Tried Rebranding and Failed
These 12 fast food chains tried to change their image, but the public just wasn’t buying it.
- Sophia Zapanta
- 4 min read
Rebranding can help a fast food chain stay current, attract new customers, or fix a damaged reputation. However, when the changes feel forced, confusing, or disconnected from what people love, it often backfires. This list looks at real examples of rebrands that didn’t go as planned and led to losses or even closures.
1. Pizza Hut (The “Pasta Hut” Attempt)
Mike Mozart on Wikimedia Commons
In 2008, Pizza Hut tested a name change to “Pasta Hut” in the UK to promote new pasta dishes. The idea was to show they offered more than just pizza. Customers found the move strange and unnecessary. The rebrand quietly ended, and the Pizza Hut name returned.
2. Dunkin’ Donuts (Dropping ‘Donuts’)
stallio on Wikimedia Commons
In 2019, Dunkin’ removed “Donuts” from its name to emphasize coffee and other items. Many loyal customers viewed it as an attempt to be overly trendy. The new name confused people who still thought of it mainly as a donut shop. The change stuck, but it didn’t boost sales in the way the company hoped.
3. IHOP (The “IHOb” Campaign)
Awesimo on Wikimedia Commons
IHOP temporarily changed its name to IHOb in 2018 to promote burgers. The campaign got attention but also criticism for being confusing. Many people thought the change was permanent and lost trust in the brand. Following the backlash, IHOP returned to its focus on breakfast.
4. KFC (Trying to Hide “Fried”)
Dinkun Chen on Wikimedia Commons
KFC dropped “Kentucky Fried Chicken” from its branding to focus on a shorter name. The company said it was just modernizing, but others thought they were trying to distance themselves from the word “fried.” This confused customers and didn’t change their opinions about the food’s healthiness. Later campaigns brought back the full name in some contexts.
5. McDonald’s (Arch Deluxe Launch)
Dirk Tussing on Wikimedia Commons
In the 1990s, McDonald’s created the Arch Deluxe to appeal to adults with “grown-up” tastes. The burger came with upscale toppings and a massive ad budget. However, customers didn’t want gourmet food from a fast food place. The item failed, and the campaign is remembered as one of the brand’s biggest flops.
6. Quiznos (New Logo and Ads)
Xnatedawgx on Wikimedia Commons
Quiznos attempted a major rebranding effort with new ads and a fresh logo in the early 2010s. The goal was to revive a chain that was losing ground. However, the new look didn’t fix high prices, slow service, or stiff competition. Many stores closed, and the rebrand couldn’t save them.
7. Boston Market (Name and Menu Shift)
Ildar Sagdejev on Wikimedia Commons
Originally known as “Boston Chicken,” the brand rebranded as Boston Market to offer a wider variety. While the idea made sense, the change wasn’t enough to compete with growing fast casual chains. Customers didn’t connect with the broader menu. The chain went through bankruptcy and major restructuring.
8. Jack in the Box (Late 1980s Overhaul)
George on Wikimedia Commons
In the late ’80s, Jack in the Box tried to rebrand as a more upscale, grown-up restaurant. It included new menu items and a more serious tone. Customers missed the fun, quirky style the brand was known for. The chain eventually returned to its original branding style.
9. Subway (Fresh Forward Design)
Michael Rivera on Wikimedia Commons
Subway rolled out a sleek new store design and tried to promote more modern ingredients under the “Fresh Forward” campaign. While the look was improved, the issues with food quality and brand image persisted. Customers noticed little change in the actual experience. Sales continued to fall despite the update.
10. A&W (Retro Rebrand)
Rick Obst on Wikimedia Commons
A&W tried to tap into nostalgia with a retro look and menu in the 2010s. While it excited some longtime fans, the brand lacked reach and struggled to attract new customers. The rebrand was expensive and didn’t result in major growth. The chain still operates but hasn’t expanded much.
11. Jollibee (Early US Entry)
Sikander Iqbal on Wikimedia Commons
Before its recent success, Jollibee’s early attempts to enter the US market in the 1990s failed. The brand tried to blend in with American fast food chains by downplaying its Filipino roots. The approach didn’t stand out, and many locations closed. It later succeeded by embracing its identity instead.
12. Burger King (Health-Conscious Menus)
grassrootsgroundswell on Wikimedia Commons
Burger King tried several times to rebrand itself as a healthier option, including items like low-calorie fries and veggie burgers. The move felt forced to some customers and didn’t align with its image. The chain struggled to sell health-focused items in a market that didn’t expect them from BK. Most of these changes were quietly dropped.