Blimpie Brand Takes on Refreshed Look

In celebration of its 41 years in business, Blimpie restaurants is taking on an updated look with a new logo, fresh décor and larger menu to reposition the brand as more of a deli-style eatery.

Blimpie touts a new logo with a rebranding effort to transform the QSR into a contemporary deli

The updated logo features more of a contemporary design with bright green and yellow and removes the red "racetrack" around the brand name. The QSR will launch the new logo on April 4 in time for the brand's 41st anniversary. The logo will be integrated into advertising and marketing materials and then added to packaging, merchandising, uniforms and signage.

In addition, the Atlanta-based chain is giving its restaurants a refreshed look, adding modern, earth-tone paint and tile, pendant lighting and hardwood laminate floors. Blimpie's will incorporate varying levels of the new design throughout 2005 and 2006.

"The new restaurant design reflects our theme of Real. Fresh. Taste. and complements our branding efforts with the ambiance customers feel the moment they walk in the door," Mark Mears, chief marketing officer of Blimpie International, said in a statement.

The new branding will also take place in just over 50 Blimpie restaurants in Wal-Mart stores, Wilson said. Wal-Mart formed a deal last February with Blimpie to include the QSR in its stores.

TV and radio spots, p.r. and Internet materials support.