Rally’s Restaurant Unveils Fresh, New Image after 23 Years in Cleveland
Twenty-Five Year-Old Brand Evolves Concept to Appeal to Broader Customer Base
TAMPA, FL – Twenty plus years in the making, Rally’s Restaurants is best known for its bold and flavorful burgers lineup, and iconic double drive-thru lanes. These attributes have carried the brand to become a nationally renowned and nearly 800 unit burger chain over two decades, but now after extensive research and careful planning, it is introducing Cleveland consumers to a brand new Rally’s. The new Rally’s Cleveland reimage will launch at 4000 Mayfield Road, South Euclid on June 30, 2012.
To create excitement for the brand reimage, on Saturday, June 30, starting at 10am, Rally’s is offering FREE fries for a year to the first 100 guests in line. Guests in line, 101 and after will receive FREE fries with purchase all weekend.
“This is the second reimage we’ve done to an existing restaurant to reveal a fresh, updated Rally’s look,” said Rick Silva, Chief Executive Officer of Checkers Drive In Restaurants. “It is an evolution of our brand we believe will attract new guests to our restaurants and excite even our most loyal guests.”
The new, fresh look and feel of Rally’s will include an exterior reimaging, the addition of stainless steel over both drive-thru lanes and the introduction of a black and white checkered scheme to compliment today’s red colored decor. The interior will include upgrades in the kitchen to correspond with Rally’s mission of efficiency and timely service.
As a corporately owned market, Cleveland has always had incredibly strong sales numbers. Having reinvested in the market, Rally’s increased comp sales in 2010 by 12.8 percent, in 2011 by 15 percent and so far are up in 2012 by 6.8 percent. Confident in the growth and future of the market, Rally’s wanted to take a step forward by further reinvesting in the market by unveiling its whole new look.
“We’ve chosen to introduce our reimaged restaurant in Cleveland because it’s one of our fastest and strongest growing markets over the past five years,” said Silva. “We believe that inviting many of our long-term guests to see our new look will generate a great deal of excitement around our brand.”
Over the past 25 years, Checkers/Rally’s Drive In Restaurants has grown to a nearly 800 unit system made up of corporate franchise units. Silva said the company’s unusually large restaurant ownership position ensures the corporation maintains connected to guests’ desires and to the operational aspects of its business.
“It also demonstrates to our franchisees that we are highly knowledgeable about any changes to menus, equipment or restaurant designs in our system,” he said. “When they know our profits are also on the line in those situations, it strengthens our partnership with them.”
ABOUT CHECKERS/RALLY’S: Checkers/Rally’s Drive-In Restaurants, Inc. is the largest double drive-thru restaurant chain in the United States. To firmly establish its position in the hyper-competitive quick service burger segment, the chains joined forces in 1999, blending systems, best practices and ultimately menus. Today, the Tampa-based company develops, owns, operates and franchises nearly 800 Checkers and Rally’s restaurants across the U.S. In recent years, the brand has received some of the restaurant industry’s most prestigious awards including “Best Drive-Thru in America” from QSR Magazine, and the “Hot! Again” award from Nation’s Restaurant News. For more information about Checkers or Rally’s, please visit www.rallys.com.