Schlotzsky’s Deli Unveils Refreshed Design, Name

On March 2, Schlotzsky’s Deli announced a new prototype, as well as a return to including “deli” in its name.

The new design is set to include a self-order kiosk, dedicated digital pickup zones, grab-and-go offerings, pre-made cold subs and strategically placed beverage stations—all of which are designed to support speed of service, throughput and ease of use, shares a release.

The back-of-house, too, is designed for efficiency, with optimized equipment placement, reduced redundancy and a more compact kitchen footprint. The brand says the modular prototype can be tailored to work for nontraditional formats and more.

“Compared to the previous 1,400–3,600 square foot range, the next-generation prototype caps at approximately 2,100 square feet,” details the release. “This more efficient footprint expands real estate optionality and supports a broader range of site types and markets. Through footprint reduction, value-engineered materials and modular construction, the prototype is designed to deliver measurable cost-to-serve improvements, including an estimated 20-25% reduction in operating costs and support more attractive unit-level economics over time, all while delivering a modern brand experience rooted in the brand’s deli heritage.”

As for the name rebrand, Schlotzsky’s Deli (formerly just Schlotzsky’s) says a survey showed that two-thirds of guests refer to the brand as a deli, partially inspiring the decision. “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,” they say.