Dive Brief:
- On Monday, Fat Brands announced a rebrand of its Pretzelmaker chain. Chief Brand Officer Mason Wiederhorn confirmed Tuesday that the changes would include updates to the “Pretzelmaker logo, brand collateral, in-store uniforms [and] packaging design,” in an effort to modernize the brand and connect its visual identity with its menu items.
- Wiederhorn wrote in an email to Restaurant Dive that the brand’s new visual identity was already visible on its website and social media channels.
- Changes to packaging and employee uniforms will roll out over the next six months, and changes to Pretzelmaker’s physical stores to will come in 2023 through 2024, he said.
Dive Insight:
Franchisees of the pretzel brand, which has over 280 units, have lined up behind the rebrand effort, according to the press release, with several of the chain’s most important franchisees committed to updating their physical stores immediately.
Wiederhorn said the brand’s franchisee advisory council was involved in developing the rebrand.
“The new color scheme features a bright and playful color palette inspired by our lemonade flavors,” Wiederhorn said. “Our new logo and typography are meant to feel doughy, further emphasizing our flagship product.”
Wiederhorn was vague on the changes to the store model, but did share some details about channels the restaurants will include.
“Remodeled retail stores will feature elements of our new aesthetic and will keep up with the evolving needs of our customers. For example, with delivery and convenience continuing to be a priority among our customers over the past few years, many of our new locations will feature drive-thrus,” he said.
