Schlotzsky’s Returns to Deli Roots With Updated Restaurant Design and Identity
Schlotzsky’s has reintroduced the “Schlotzsky’s Deli” name and launched a new restaurant prototype to update its design and customer experience. The refreshed identity and next-generation prototype are intended to translate Schlotzsky’s heritage into a modern experience while supporting franchise growth.
The return to the “Schlotzsky’s Deli” name follows a 2025 guest survey that found two-thirds of respondents refer to the brand as a deli. The rebrand is intended to provide clarity for customers and highlight the brand’s offerings. The menu continues to feature The Original sandwich as its top seller, along with a selection of sandwiches, pizzas, calzones, soups, and salads. Catering and delivery options remain available.
The new restaurant prototype is designed to provide streetside brand recognition and an intuitive guest experience, while also offering a more flexible and efficient operating model for franchisees. The prototype includes self-order kiosks, dedicated digital pickup zones, grab-and-go offerings, pre-made cold deli subs, and beverage stations. The interior layout is arranged to guide guests from entry to ordering, pickup, and dine-in.
Operational changes in the back-of-house include optimized equipment placement, reduced redundancy, and a more compact kitchen footprint. These updates are designed to support labor efficiency, streamline operations during peak periods, and simplify execution. The prototype is modular and can be adapted to various footprints, including non-traditional formats, allowing operators to tailor configurations to market needs and available space.
The new prototype has a maximum size of approximately 2,100 square feet, compared to the previous range of 1,400 to 3,600 square feet. This reduction in size expands real estate options and supports a broader range of site types and markets. The design incorporates value-engineered materials and modular construction to reduce operating costs by an estimated 20 to 25 percent and improve unit-level economics.
The updated identity and prototype are part of a broader strategy to accelerate expansion by utilizing shared capabilities across design, operations, digital, and development support within the GoTo Foods portfolio.