Schlotzsky’s® Launches Bold Reimaging Initiative in Atlanta

Fast Casual Brand to Reimage Entire Franchise System by End of 2011

ATLANTA, Ga., (April 8, 2011) – Schlotzsky’s, the home of The Original® round toasted sandwich, is unveiling 10 “Lotz Better” reimaged restaurants in Atlanta on March 30, launching a nationwide initiative to reimage the entire franchise system by the end of 2011. The reimage, which includes more than 350 Schlotzsky’s restaurants worldwide, includes a refreshed color scheme and a circle theme reflecting the unique round sandwiches offered by the restaurant.

“It is an exciting time for Atlanta area Schlotzsky’s locations as we create an even better in-store experience for our guests,” said Jan Carmean, owner of Schlotzsky’s in Athens. “The ‘Lotz Better’ look appeals to everyone, from adult to child, and provides a fun, fresh dining experience for the entire family. I’m thrilled to introduce our fans to the reimaged restaurant and attract new customers with our new look.”

The reimaged Schlotzsky’s features vibrant colors, playful slogans, contemporary furniture and artwork. Schlotzsky’s also introduced a new service model where crew members hand-deliver food to the tables. Everything, from tables and chairs to circular-themed local photography featuring tongue-in-cheek phrases, is contemporary and … round. Four Schlotzsky’s locations situated throughout Atlanta, Athens and Gainesville also feature a partnership with sister company Cinnabon that offers two brands under one roof.

“Part of our growth strategy is to reinvigorate the brand with a fresh, new look while still maintaining the core of our business – our food,” said Kelly Roddy, president of Schlotzsky’s. “We have already signed a number of multi-unit deals with new and current franchisees since unveiling the new prototype and co-branding deal with Cinnabon.” Roddy added that the ‘Lotz Better’ look will be applied to all new construction, and the company plans to have all existing restaurants re-imaged by the end of 2011.

Schlotzsky’s continues its growth momentum by aggressively targeting markets in Texas and in untapped markets around the country such as Atlanta, Charlotte, Denver, Florida, Kansas City, Nashville, Phoenix, Raleigh and St. Louis for multi-unit developers. Roddy added that, ideally, Schlotzsky’s plans to have between 600 and 700 locations by 2015.

Source: The Weekly

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