Jack Hinchliffe stated, '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 emphasized the change, particularly for new customers outside California, showcasing Habit’s broader offering beyond charburgers, including chicken and tuna sandwiches, salads, and sides.
Hinchliffe elaborated on the visual changes, mentioning, 'In addition to the name change, we're also freshening up our overall look and feel.' He pointed out that new packaging featuring a lighter color palette, with poppy-orange as the primary brand color, is already being introduced in restaurants.
Hinchliffe expressed confidence regarding customer acceptance, stating, 'Diehard fans are already embracing the ampersand.' He highlighted a transition that aims to attract a broader audience while maintaining the chain's essence and values.
The article details that Habit Burger Grill, known for its charburgers grilled over an open flame, also offers a diverse menu that includes limited-time items, showcasing its capability to innovate and adapt to customer preferences.
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