Daily News reports that The Habit Burger Grill is changing its name

The Habit Burger Grill, based in Irvine, has announced a name change to The Habit Burger & Grill, adding an ampersand to better reflect the variety of menu options beyond burgers. The global chief market officer, Jack Hinchliffe, emphasized that this is not a rebrand, but rather a way to communicate the diverse menu offerings to new customers. In addition to charburgers, the menu includes sandwiches, salads, sides like Sweet Potato Fries, and shakes. Limited-time items such as the French Onion Char and Apple Pie Shake are now available for the summer season. The chain is also updating its overall look and feel with new packaging and a lighter color palette, including a poppy-orange primary brand color. Changes to interior digital signage have already begun, with exterior signage to follow gradually, starting with a restaurant in Virginia Beach, Va. The company, owned by Yum! Brands, has over 385 locations in 14 states and internationally, with a new location in Torrance set to open soon. Preopening events for the Torrance location will be exclusive to CharClub members and mobile app users, with sign-ups available on habitburger.com/torrance. Diehard fans are reportedly embracing the ampersand and the changes to the brand’s image.

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