The Habit Burger Grill is adding an ampersand to its name.
The Irvine-based quick service chain will now be known as The Habit Burger & Grill, according to a news release.
The changes are subtle, according to global chief market officer Jack Hinchliffe.
“This isn’t a rebrand. We’re not changing anything about who we are. But we wanted to better communicate the variety that we have on our menu and the fact that we’re about more than just incredible burgers,” he said in a phone interview.
He described the change in messaging as important to new customers outside of California.
Although it is known for its charburgers, which are grilled over an open flame, Habit has a broader menu, including chicken and tuna fillet sandwiches, salads and sides such as Sweet Potato Fries and Tempura Green Beans. There is also a line of shakes as well as sundaes and soft serve cones.
Current limited-time menu items at Habit include the French Onion Char and an Apple Pie Shake. They will be available throughout the summer or while supplies last, according to representatives.
“In addition to the name change, we’re also freshening up our overall look and feel,” Hinchliffe said.
New packaging with a lighter color palette is already appearing in restaurants, he said.
“We’re using a poppy-orange color as our primary brand color now.”
Interior digital signage will change, but exterior signage will be a slow rollout, according to representatives. The first restaurant is expected to be one under construction in Virginia Beach, Va.
Hinchliffe said he expects customers will accept the changes.
“Diehard fans are already embracing the ampersand,” he said.
Habit was founded in Santa Barbara in 1969 but is now based in Irvine. It is owned by Yum! Brands and has office space in Taco Bell’s headquarters.
Habit has 385 restaurants in 14 states and internationally, including a new one in Torrance that will officially open Sept. 4.
Preopening events for the drive-thru at 2705 Pacific Coast Highway will begin Saturday, Aug. 31. Attendance is by invitation to CharClub members and mobile app users. People can sign up at habitburger.com/torrance.
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