Texas Deli Chain Unveils Prototype

Jason’s Deli (Beaumont, Texas) has unveiled a refreshed visual identity system and updated restaurant design. The 240-plus-unit chain created its new look in partnership with experience agency ChangeUp (Miamisburg, Ohio) and centered it on a new core concept: “The Art of Deli-cious.” The first eatery bearing the new look will open Feb. 4 in the chain’s hometown.

“This captures the essence of Jason’s Deli’s mission — to craft delicious, honest-to-goodness food served with the same care and attention that has made the restaurant a favorite for nearly five decades,” the company said in a news release. “The new identity is being integrated across all touchpoints and assets, from the website and app, to packaging, merchandise and photography, all designed to deliver a more cohesive experience.”

The exterior of the new Jason’s Deli prototype. Courtesy of Jason’s Deli

The brand’s new restaurant prototype brings that updated identity to life, while still integrating classic deli cues, the company says. The layout’s new features include the addition of digital kiosks and reconfiguring its salad bar with a one-sided line designed to be more convenient for customers.

Said Chief Innovation Officer Blake Parker: “Jason’s Deli is incredibly energized by this investment in our brand and experience. By giving it the same attention that we’ve always given both our food and service, we know we’re creating an even better journey for our customers and creating more avenues for new people to connect with us.”

“It was really exciting for ChangeUp to work with Jason’s Deli because we were able to holistically look at the brand from top to bottom and consider how it translates into their physical environment,” said Ryan Brazelton, Chief Creative Officer at ChangeUp. “Their product and service has always been amazing, so it was really about elevating their brand and experience to reflect their offering and in a way that felt authentic to who they are.”