Jackson, Mississippi-based Newk's Express Cafe has re-branded themselves as simply Newk's Eatery.
The fast casual chain started by the founders of McCallister's Deli has ditched the "Express Cafe" branding in favor of simply "Eatery" apparently because they felt express cafe made them seem like a coffee shop. Along with the branding change, the logo also received a revamp with a wise move to a single color; black.
The previous logo was black, red and yellow, and fairly ugly in my opinion.
The branding and logo change is far from complete, and is only visible in limited areas. Cups, certain collateral material and inside signage sport the new branding, but exterior signage, a far more costly change, won't be changed until later.
Newk's has two metro Atlanta locations, one in Lawrenceville on Duluth Highway, and the other off Peachtree Road in TOWN Brookhaven. A third Newk's is located south of the city in Newnan.
The company launched in Oxford, Mississippi in 2004, and has since expanded to about 100 locations. The Newk's menu has a wide variety of soups and sandwiches and more recently saw the addition of a number of mac & cheese selections.
What are your thoughts on Newk's? Do you think the new look is better or worse than the former branding? Where would you like to see another Newk's opened in Atlanta?
Please share your thoughts below