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Revitalized OCharleys Restaurant unveiled

President and CEO of American Blue Ribbon Holdings, Hazem Ouf, Franklin Mayor Dr. Ken Moore, and Mickey Mills, VP of Oeprations for O'Charleys.

Yesterday, O’Charley’s unveiled a revitalized identity and guest experience – including refurbished store interiors and exteriors, and a new brand mark and menu – at the company’s Franklinrestaurant. It is the first among the company’s 213 restaurants nationwide to undergo a full re-imagination of the classic, casual dining experience the Nashville-based restaurant chain has been serving the American dining public since 1971. The comprehensive O’Charley’s revitalization plan was orchestrated by new leadership at American Blue Ribbon Holdings, who acquired the restaurant chain in May.

The new identity derives inspiration from the approach of Charley Watkins, the man who founded O’Charley’s, and will be encapsulated in the following Watkins quote prominently featured at all O’Charley’s entrances: “Everyone who walks through this door is a friend of mine.” The quote’s attitude will be born out in the new visual identity and updated menu as well as in the welcoming layout and openness of new floor plans which feature different rooms named to reflect its southern heritage such as The Piedmont, The Charles, and The Porch.

“In unveiling the new revitalized O’Charley’s to the general public today, we’re paying homage to the customer-focused, welcoming legacy and heritage of the brand,” said Hazem Ouf, president and chief executive officer of American Blue Ribbon Holdings, the parent company of O’Charley’s. “We have worked tirelessly to update this classic brand, bringing O’Charley’s into the 21st century with a modern, open and inviting spirit that remains true to the people, southern hospitality, and ideals that have made O’Charley’s an American institution.”

Inside the new O’Charley’s, guests will find a more expansive floor plan as walls have been removed to clear lines of sight as well as expose the bar area. More booths will enhance patrons’ comfort and more flexible floor space will accommodate larger parties. Each updated O’Charley’s also will feature a signature O-shaped booth by the entrance.

The O’Charley’s brand mark also has been freshened. The O and the C in O’Charley’s, which were once interconnected, have been separated to make the type easier to read, and the restaurant’s signature green has been brightened to signify a new beginning. The exteriors will now be more eye-catching and exciting, and feature a prominent vertical sign extended from the building that showcases the new logo with dramatic lighting.

The updated O’Charley’s menu introduces unique takes on unmistakably American items, such as Crispy Pickle Chips, Honey Drizzled Southern Fried Chicken and Homestyle Pot Roast Dinner. It will also offer signature pies such as Double-Crust Peach, Southern Pecan, French Silk, Country Apple and Ooey Gooey Caramel.

“In essence and in every detail, we brought the brand back to its roots in order to take it into the future,” added Ouf. “The O’Charley’s concept as the quintessential American restaurant has stood the test of time and we look forward to continuing to provide our guests with great everyday value serving American classics through an inviting new restaurant design focused on friendly service and hospitality.”


Posted on: 11/29/2012


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