Frankie and Benny's has dropped half of their famous moniker in an attempt to shake up their brand image.
The UK restaurant chain debuted the new name at the refurbished Basildon site, which has been rebranded simply as "Frankie's", to represent a more modern identity for the American-Italian brand.
The new look of the refurbished restaurant features an expanded kitchen area to accommodate the growth in the delivery and takeaway service.
Frankie's also boasts a freshened interior, which provides a more vibrant and modern feel to reflect their plans to modernise their image.
The most significant change to the refurbishment is, of course, the decision to drop Benny's from their famous red logo.
In a statement, managing director Jonathan Knight said, as reported by Big Hospitality: “As part of our efforts to evolve the brand and deliver an excellent customer proposition, we are letting Frankie take centre stage and move the brand forward to a bright future.
“We are excited to begin refurbishing other restaurants and can’t wait to welcome back customers at the end of October.”
It has also been announced that the restaurant will be going by Frankie's going forward, as plans for more refurbishments are underway.
The new look comes after a year and a half after their owner, the Restaurant Group, was affected by the COVID pandemic, which seen 125 of the companies restaurants close their doors and cutting close to 3,000 jobs.
The restaurant Group also owns other chains such as Wagamamas, and earlier this year they recognised a huge surge in takeaways from the UK public, following store closures across the country.
Despite Frankie and Benny's being an iconic name for the brand, it's origins are somewhat of a mystery, with some suggesting that it was taken from school friends Frankie Guiliani and his friend Benny.
It was said that they took over the Guiliani family business in 1953, but it appears that the brand was actually found in England back in 1995.
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