Ohio-based fast food chain Wendy’s (NASDAQ:WEN) — famous for its popular image of a young girl atop the old-fashioned marquee — is getting a facelift.
The new logo features an updated girl in closer shot and without the marquee. Only the word “Wendy’s” in a more casual font accompanies the famous youngster.
The move is part of new CEO Emil Brolick’s plan to take the chain upscale as it faces increased competition from “fast casual” eateries like Panera (NASDAQ:PNRA) and Chipotle (NYSE:CMG). Higher-end food and redesigned restaurants with natural lighting, flat-screen televisions, and re-worked seating also are a part of the new look and feel.
The redesign is the company’s first since 1983, according to the Associated Press.