Overview

• The company launched a national “All the More” campaign featuring country artist Jordan Davis across TV, social platforms and local radio.
• A new visual identity debuts with an updated logo, refreshed typography and monogram, plus an expanded color palette rooted in the brand’s gold and brown tones.
• The fall menu adds Herb Roasted Chicken, Hashbrown Casserole Shepherd’s Pie and a Cinnamon Roll Skillet, with the Uncle Herschel’s Favorite breakfast returning nationwide.
• Remodeling remains phased, with roughly 20 refreshes and 20 full remodels completed across about a dozen states, including concentrations in Indianapolis and Orlando, and about 40 locations reported with the new look by May.
• Executives say the brighter designs were guided by guest feedback and retain memorabilia, fireplaces and porch rocking chairs, as online comments continue to pan a blander aesthetic; leadership cites strong early store performance but has not released financial details, and the three-year plan carries $600–$700 million in projected capital spending.