Our Director of Strategy, Alexa Jewell Schaefer, gives a behind the scenes look at how the new Jason’s Deli identity system and strategy came to be.

In the fast-paced world of casual dining, standing out is no small feat. Jason’s Deli, a cherished brand renowned for its quality ingredients and diverse menu, found itself at a crossroads. While their loyal customer base raved about the food, the brand’s message had become complex over time. Despite a loyal customer base that loved their food, the brand found itself saying so much that it was ultimately saying nothing at all.

Recognizing the need for a fresh perspective, Jason’s Deli turned to ChangeUp to help rethink their brand. The collaboration began with a deep dive into Jason’s Deli’s current market position and customer perceptions. The ChangeUp team analyzed customer feedback, sales data, and market trends to gain a comprehensive understanding of where Jason’s Deli stood in the minds of both loyal patrons and potential new customers.

The journey began with a simple yet profound question: What makes Jason’s Deli unique? ChangeUp strategists worked closely with Jason’s Deli’s leadership team, conducting work-sessions and stakeholder interviews to peel back layers of marketing speak and menu variety. They examined customer surveys, reviewed competitors’ positioning, and analyzed industry trends. This thorough exploration led to a surprising discovery—at heart, Jason’s Deli wasn’t just about serving food; it was about crafting delicious food with care. This sparked the creation of a new brand idea: “The Art of Deli-cious.”

The belief that “food isn’t just made, it’s an art form” became the cornerstone of Jason’s Deli’s new identity—a guiding principle that shapes every aspect of their service. This newfound clarity of purpose breathed fresh life into the brand, resonating with new guests and reminding loyal customers why Jason’s Deli had captured their hearts from the beginning. By articulating their fundamental “why,” Jason’s Deli not only redefined their brand but also reinforced their commitment to culinary craftsmanship.

As Jason’s Deli continues to roll out its new brand identity, the future looks brighter—and tastier—than ever. By cutting through the noise and focusing on their true strengths, Jason’s Deli has not just refreshed a logo; they’ve rediscovered their soul. In doing so, they’ve proven that sometimes, saying less truly does say more.

See more from our work with Jason’s Deli.