QSR Magazine: Lennys Grill & Subs Revamps Image

Since it launched a re-image initiative in 2015, Lennys Grill & Subs has made a strong effort to update the look and feel of its restaurants across the Southeast to improve customer experience. According to QSR Magazine, to date, Lennys has 57 active remodeling projects taking place in its 95-unit system. Some are being constructed, several are being evaluated and a select number are completed. Forty-five additional stores are in the pipeline for 2018, which would complete Lennys system-wide re-imaging campaign.

“About 7—10 percent of our guests in any given week, in any given restaurant, are new to the brand,” Lennys Grill & Subs CEO Kevin Martin said. “So we really felt it was important given that our No. 1 selling sandwich is grilled, and given that a large number of guests coming through the door are new to the brand, that we needed to get the word grill in the name.”

The rebranding effort is sure to fuel growth for existing franchisees as well as new operators that want to join the brand. To guide this development, Lennys brought in Jennifer Benjamin as vice president of franchise and market development earlier this year. She held similar roles at Captain D’s and Huddle House and will lead the company’s plan to double locations in the next five years.

Martin told QSR Magazine that Lennys is focused on a density strategy: growing stronger in markets the brand already has name value instead of expanding outward. Priority states include the Southeast region as well as Texas, Michigan, Oklahoma, and Kansas.

"We were really patient in making sure that we had a lot of the right steps in place and we really have great expectations for the brand," Martin said.