Rebranding Reinvigorates Cheddar’s Casual Café

October 20, 2016

When Aubrey Good and Doug Rogers opened the first Cheddar’s Casual Café in 1979, they never considered serving guests anything but scratch-made meals. For the past 37 years, the brand has prioritized preparing dishes the “right way,” versus the “easy way.”

But when Cheddar’s leadership began surveying guests this past year, the team quickly realized it was missing a huge marketing opportunity: Many consumers had no idea they were eating scratch-made meals.

“We started to talk to our guests and consumers, and they were surprised,” says Cheddar’s president and CEO Ian Baines, who has 15 years of experience as a