GoTo Foods rebranding Schlotzsky’s

Deli franchise Schlotzsky’s is returning to its brand name of “Schlotzsky’s Deli.” According to GoTo Foods, a 2025 guest survey revealed that two-thirds of respondents refer to the restaurant brand as a deli.

“By intentionally bringing ‘Deli’ back front and center, the brand is restoring clarity and celebrating its authenticity. The rebrand is intended to help customers more easily understand what Schlotzsky’s Deli offers and why it’s distinct, rooted in what they already know and love,” GoTo Foods said.

“For more than 55 years, Schlotzsky’s has built a fiercely loyal following by being unapologetically bold, abundant and unmistakably itself,” said Donna Varner, chief brand officer of Schlotzsky’s Deli. “This evolution makes something clear that’s been true all along: we’re a deli that fuels real life, not just a lunch break. It’s the same fun name, serious sandwiches and over-the-top flavor people have loved for decades.”

New prototype design

Along with the branding effort is the debut of a new prototype restaurant focused on design and improving the customer experience. The model is engineered to cut through visual clutter with “confident” exterior branding. Included is a self-order kiosk, dedicated digital pickup zones, grab-and-go offerings, pre-made cold deli subs and strategically placed beverage stations designed to support speed of service.

Optimized equipment placement, reduced redundancy and a more compact kitchen footprint are also part of the re-design. The brand said the new move has been created for franchisee success at its core and allows operators to tailor configurations based on market needs and physical space.

Compared to the previous 1,400–3,600 square foot range, the next-generation prototype caps at approximately 2,100 square feet. Schlotzsky’s said the more efficient footprint expands real estate optionality and supports a broader range of site types and markets. This includes an estimated 20% to 25% reduction in operating costs.

Franchisee benefits

“This design empowers franchisees with unparalleled flexibility without sacrificing impact and brand presence,” Varner added. “It’s efficient, easily adaptable and strategically engineered to support a range of development paths, whether launching a new restaurant or refreshing an existing location.”

Schlotzsky’s was founded in Austin, Texas in 1971. Today, the brand has more than 290 locations in 25 states. The deli specializes in serving hot sandwiches on scratch-made sourdough buns, specialty pizzas, fresh salads and warm, oven-baked Cinnabon® cinnamon rolls at select locations.

GoTo Brands, is a franchisor and operates 7,300 locations including the Auntie Anne’s, Carvel, Cinnabon, Jamba, Moe’s Southwest Grill, McAlister’s Deli and Schlotzsky’s banners.