VertsKebap, a leader in fast-casual Mediterranean food, is changing its name to VERTS Mediterranean Grill. The name change reflects the company’s commitment to culinary excellence and chef-driven meals.
“Our guests always refer to us as VERTS, so the shortening of the name was a natural evolution of the brand,” says cofounder and CEO Michael Heyne. “While the name change may seem slight, it’s a big statement that reflects our vision of being not just the leader in fast-casual Mediterranean food, but a leader in the fast-casual category overall.”
In addition to the name change, VERTS reimagined its logo with the help of New York–based branding agency Simmer Media Group.
Over the next few months VERTS is rolling out new, chef-inspired entrées, sides, and sauces in all of its locations at the direction of culinary director Jason Donoho. The restaurant will also add seasonal menu selections created by Donoho.
VERTS will also unveil a new restaurant interior, introduce new packaging design, as well as launch a new website.
“The new brand captures the essence of a more sophisticated restaurant and its premium brand attributes,” says Keith Peterson, director of marketing for VERTS. “Our growth rate projects us to open 150 units by 2020, and to accomplish this we’re progressing our menu, our packaging, and our restaurant design. The name and logo change collectively reflect those ambitions.”
The new name is effective immediately, and will be applied to brand assets and restaurants throughout April of this year.
VERTS will open its first out-of-state location this summer when it launches on the East Coast. Overall, the fast-casual Mediterranean plans to open 20 new restaurants in 2016.
Read more on how a name change can be a game changer.