#521: Leaders in Customer Loyalty: Brand Stories | How Schlotzsky’s Deli is Returning to its Roots While Also Focusing on the Future

Send us Fan MailIt was in McAllen, a small town just over 300 miles from Austin, where Donna Varner had a revelation about her new employer. Varner had been hired by Schlotzsky's Deli as Chief Brand Officer, and one of her first tasks was to lead the deli franchise through a rebranding effort.  While trying to get back to Schlotzsky’s home base in Austin one day, a storm in Texas led to canceled flights, and so Varner and a handful of other people decided to carpool there together instead. After telling her fellow passengers where she worked while passing through McAllen, something stuck out to her: All of them referred to Schlotzsky’s as Schlotzsky’s Deli.  Although the company had dropped Deli from its name during a previous rebranding, Varner realized how important it remained to its identity among its longtime customers.  “Every single person in that car knew Schlotzky's because they were Texans. But they all called it Schlotzsky’s Deli,” Varner said. “So, one of the things that we found out is even though the brand has had a lot of names and we've dropped deli over the years, we still had a deli heritage.” Loyalty360 spoke to Varner about her rebranding strategy, how the company continues to innovate its loyalty program, and the challenge of attracting a younger generation of diners, while continuing to deliver the service and menu that its most devoted customers expect.  Stay connected with Loyalty360! Follow us on LinkedIn and X for the latest loyalty insights, industry news, and upcoming events.https://www.linkedin.com/company/loyalty-360https://x.com/Loyalty360https://www.youtube.com/@Loyalty360_