Love the Business, Not the Branding: Chicken Salad Chick Edition

How Brand Identity Impacts Customer Perception

Chicken Salad Chick is one of my favorite lunch spots, but I’ll be honest — their current logo makes my designer heart a little sad. The outdated, 90s-style clipart chicken icon doesn’t reflect the quality of their food, hospitality, or experience. Because let’s face it… their customer service is exceptional, their chicken salad is top-tier, and that free little cookie at the end? Absolute perfection. 🤌🏻

Your visual branding should match your customer experience — and this brand identity just doesn’t quite get there.

Why Branding Matters in the Restaurant Industry

As a branding and graphic designer, I see this all the time:
a strong business with weak branding.

In the restaurant world, your logo, color palette, typography, and overall design are often someone’s first impression before they even step inside.

If the branding looks outdated or inconsistent, customers might assume the same about the food, service, or quality — even if it’s not true.

My Chicken Salad Chick Rebrand Concept

For fun, I decided to create my own concept for a Chicken Salad Chick rebrand, just to see how a refreshed visual identity could elevate their brand experience.

My design inspiration focused on:

• Soft, welcoming colors
• Hand-drawn illustrations
• Southern charm and personality
• Modern, feminine typography
• A warm, upscale “ladies lunching” vibe

The goal was to attract their core audience while making the brand feel more current, refined, and aligned with the quality they actually deliver.

Concept: From Fast Casual to Elevated Southern Lunch Spot

Instead of feeling like a generic fast-casual restaurant, this updated concept positions Chicken Salad Chick as a cozy, elevated Southern lunch destination — the kind of place you’d happily meet friends for a long, slow lunch on a weekday.

Think: linen napkins, lemon slices, soft florals, and a little extra charm in every detail.

Branding Matters. Experience Seals the Deal.

If you were choosing based on branding alone, which restaurant would you walk into?

Personally, I’ll take a lemon basil scoop on a croissant from the one on the right. 🍋🥐

Does your branding reflect the quality of your work and services?

You focus on the mission — I’ll help you build a brand that connects, inspires, and supports the people you serve.

Let’s talk about your project or explore more case studies to see how strategic design can transform your organization’s impact.

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Amanda Newman Design creates purpose-driven branding for nonprofits, entrepreneurs, and small businesses. Based in Paducah, Kentucky, I help mission-focused organizations translate their values into visual identities that build trust, recognition, and lasting impact.