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Bojangles_New-Packaging-August-2020.jpg Bojangles
Bojangles launches new branding that's visible on new packaging, menu boards and team uniforms.

Bojangles launches less possessive rebranding

Quick-service chain also introduces NASCAR’s Dale Earnhardt Jr. as first celebrity ad voice

Bojangles Inc. has updated its brand image, removing the apostrophe from its name, and rolling out its first-ever celebrity ad voice with NASCAR legend Dale Earnhardt Jr., the company said Monday.

The Charlotte, N.C.-based chicken and biscuits chain refreshed its logo, food packaging and in-store visuals as part of the re-imaging that debuted this month

Earnhardt was deployed with the brand’s “It’s Bo Time” slogan, and the company said the 26-time NASCAR Cup Series winner would also be feature the brand on his social accounts and other digital platforms.

“Bojangles and I go way back, including sharing Carolina roots. We’re even about the same age,” said the 45-year-old Earnhardt. Bojangles was founded in 1977.

The new advertising features Earnhardt’s voice and aims at reminding customers about Bojangles’ homestyle approach to chicken, tea and biscuits.

As part of the new marketing focus, the refreshed brandmark removes the apostrophe in the company name but retains the wavy shape and red color.

“The large ‘B’ is playful and emphasizes ‘Bo’ – a cherished nickname of the chain,” the company said. The brandmark is also used on new packaging, menu boards and team uniforms.


Photo: New logo is on the left.

“We recognize we are living in difficult times,” said Jackie Woodward, Bojangles’ chief marketing officer, in a statement. “However, we also know food has the power to bring people together, and we believe the time is right to introduce our fans to a modern Bojangles that provides delicious Southern meals for the whole family at a great value.”

Bojangles’ was taken private by Durational Capital Management LP and The Jordan Co. LP early in 2019.

In the most recent Nation’s Restaurant News Top 200, Bojangles ranked No. 48 among chains in U.S. systemwide sales with $1.33 billion for the fiscal year ended in December 2019, up from $1.3 billion in the preceding year.

Bojangles has about 750 restaurants in 11 states.

Contact Ron Ruggless at [email protected]

Follow him on Twitter: @RonRuggless

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