Checkers Drive-In Restaurants, Inc., parent company of both Checkers® and Rally’s® concepts, has rebranded its Detroit-area Rally’s locations as Checkers. The market-wide rebranding effort was a multi-million dollar investment to improve and update the chain’s Company-owned and franchise restaurants both inside and out.
“Our new brand position in Detroit is part of our strategic plan to stimulate long-term growth in sales, while taking advantage of the strong brand recognition of Checkers across the country,” said Keith E. Sirois, President and CEO of Checkers Drive-In Restaurants, Inc.
Checkers Drive-In Restaurants, Inc.began converting the Detroit market in April of 2006. To date, all company-owned restaurants in the area have been remodeled and rebranded as Checkers; a few franchise locations are in the final process of changing the pylon street signs.
“I am very excited about the change to Checkers,” said Steve Sawchuk, Checkers Detroit franchisee and President of Dakota Restaurants, Inc., who recently rebranded his restaurants from Rally’s to Checkers. “I anticipate our Detroit guests will be very receptive to the fresh and modern look of our remodeled buildings and believe this change will positively affect our overall growth.”
The rebranding effort comes at a time when the brand is poised for growth throughout the state. Checkers Drive-In Restaurants, Inc. and franchisees have opened seven new restaurants in Michigan since June 2006, and multiple franchisees have signed Area Development Agreements to build a total of 10 new restaurants in the state. In addition, plans are underway for conversion of several other brand’s existing single and double drive-thru locations to Checkers and Rally’s locations; the next is scheduled to open in Pontiac, MI.
The new Detroit Checkers locations offer a fresh look and include updated technology and cooking equipment. This new technology, coupled with Checkers training programs, will mean a better guest experience. The conversion also serves to create new jobs and included a partnership deal with the Detroit Pistons® to feature a collectible team beverage cup at Detroit-area Checkers locations.
At Checkers, Rally’s fans will still be able to find many of their favorite menu items. The Big Buford®, famous fries and thick shakes are on the Checkers menu, and Checkers also offers a quarter-pound Champ® Burger and Homestyle Chicken® strips and sandwiches. Just like Rally’s, Checkers is proud to be the Official Burger and Drive-Thru Restaurant of NASCAR®.
To make Detroit residents aware of the change, Checkers will launch a TV campaign beginning January 22nd, 2007.
