13 Popular Restaurants That Had to Totally Rebrand
This is a list of 13 well-known restaurants that completely changed their brand to stay current and appealing to customers.
- Daisy Montero
- 3 min read
These restaurants made big changes to their brands, like Dunkin’ shortening its name and Perkins updating its image. They rebranded to stay modern, reach new customers, or grow their business. Each slide shows what they changed and why. Good branding helped make these familiar names feel fresh again.
1. Dunkin’ (formerly Dunkin’ Donuts)
Ceedub88 on Wikimedia Commons
Dunkin’ dropped “Donuts” in 2018 to reflect its expanded focus on coffee and on-the-go beverages. They modernized their store layouts, updated packaging, and improved mobile and drive-thru services. The result: a refreshed brand that positions Dunkin’ as a modern beverage-first destination.
2. Perkins American Food Co. (formerly Perkins Restaurant & Bakery)
Jsciarri (talk) on Wikimedia Commons
Perkins updated its name and logo to “Perkins American Food Co.” and adopted a vintage-modern style. They refreshed the menu with fresher dishes and introduced express units for quicker service. The rebrand made Perkins feel both nostalgic and contemporary, helping it stay competitive.
3. Burger King
Burger King Corporation on Wikimedia Commons
Burger King rolled out a new retro-inspired logo, redesigned packaging, uniforms, menu boards, and interiors across 18,000 locations. Their “Reclaim the Flame” initiative also includes new digital kiosks and improved restaurant designs. The bold update strengthened their flame-grilled heritage and modern appeal.
4. Baskin-Robbins
Omaraldanawafel on Wikimedia Commons
Baskin‑Robbins refreshed its iconic “BR” logo by hiding the number “31” inside the design, referencing its original flavor count. The minimal and clean update links back to the brand’s history while giving it a sleek, contemporary look.
5. IHOP (briefly IHOb)
International House of Pancakes on Wikimedia Commons
IHOP temporarily rebranded as “IHOb” in 2018 to promote its new Ultimate Steakburgers, in a tongue-in-cheek marketing stunt. The campaign generated massive buzz, tripling burger sales and sparking social media trends. Although short‑lived, it showed how playful rebranding can shift perception.
6. Pizza Hut
Unknown author on Wikimedia Commons
Pizza Hut revived its iconic red roof logo and paired it with cleaner typography to bridge nostalgia with a modern aesthetic. Combined with redesigned interiors and new menu visuals, the update struck a balance between heritage and contemporary appeal.
7. Papa John’s
Papa John’s Pizza on Wikimedia Commons
Papa John’s removed the apostrophe and simplified its logo, distancing itself from founding controversies. The brand shift also updated store visuals and marketing to signal a cleaner, more modern identity.
8. Subway (formerly Pete’s Super Submarines → Pete’s Subway)
Subway on Wikimedia Commons
Originally known as Pete’s Super Submarines, the chain simplified to Pete’s Subway and then to Subway in 1968. This shorter name improved memorability, branding consistency, and national scalability.
9. Auntie Anne’s
Focus Brands on Wikimedia Commons
Auntie Anne’s modernized its branding with a sleeker logo, a cleaner color palette, and refreshed store decor. The update modernized the brand while retaining its classic pretzel-making essence.
10. Cinnabon
Cinnabon on Wikimedia Commons
Cinnabon streamlined its logo, updated interior menus and store visuals, and repositioned itself as a premium treat brand, beyond just a mall staple. The rebrand solidified its identity as a high-quality, indulgent experience.
11. Jack in the Box
Jack in the Box on Wikimedia Commons
Jack in the Box introduced a refreshed logo and modernized its look to highlight its broader menu and contemporary fast-food positioning. Updated signage, packaging, and interiors support the brand’s modern identity.
12. Chuck E. Cheese
CEC Corporation on Wikimedia Commons
Chuck E. Cheese redesigned its mouse mascot, revamped interiors, embraced digital game tokens, and added “grown-up” menu options. The holistic rebrand targeted both kids and nostalgic parents, making the spaces more family-inclusive.
13. Domino’s Pizza
Domino’s Pizza, Inc. on Wikimedia Commons
Domino’s made a bold move by revamping its pizza recipe and launching a transparent marketing campaign. The new identity emphasized quality, reinvigorated customer trust, and sparked significant sales growth.