Jason’s Deli has initiated a brand refresh that includes a new visual identity and restaurant design, developed in collaboration with the experience agency ChangeUp. This effort aims to better represent the quality of the food and service the establishment has offered for nearly fifty years.
The refreshed brand centers around the concept “The Art of Deli-cious,” which encapsulates the mission of Jason’s Deli to provide delicious, high-quality food with attentive service. The rebranding process involves updates across various platforms, including the website, mobile application, packaging, merchandise, and photography, all intended to create a unified customer experience.
Blake Parker, Chief Innovation Officer at Jason’s Deli, expressed that the brand is excited about this investment in enhancing both the brand and customer experience. The new restaurant prototype incorporates modern features such as digital kiosks and varied dining areas to improve convenience and flexibility for customers. The salad bar, a popular feature, has been redesigned for efficiency, allowing customers to easily create their own salads.
Ryan Brazelton, Chief Creative Officer at ChangeUp, noted that the collaboration allowed for a comprehensive examination of the brand and its physical representation, enhancing the overall experience while maintaining authenticity.
Jason’s Deli plans to implement this new branding in future locations. To mark this transition, a ribbon-cutting ceremony will take place at their remodeled Beaumont, Texas restaurant on February 4th at 10 AM CT. The event will include remarks from members of the founding Tortorice family and a dedication by a local bishop, with attendance from brand executives, community leaders, and media representatives. Customers are invited to dine starting at 11 AM, with raffles scheduled throughout the day.
In addition, Jason’s Deli will donate 20% of dine-in sales from the Dowlen Road location on February 4th to the nonprofit Gift of Life, reinforcing the brand’s commitment to community support.