Iconic California burger chain quietly, subtly changes its name after 55 years in business

The beloved fast-casual restaurant chain, formerly known as The Habit Burger Grill, is officially embracing a new name: Habit Burger & Grill. This rebrand, announced today, reflects the company's commitment to offering more than just its award-winning Charburgers, including the iconic Double Char, which was recently ranked #1 in USA TODAY’s 10Best.

The change to Habit Burger & Grill underscores the brand's dedication to the "&" — the extras that have always been at the heart of its identity. From hand-spun milkshakes and crispy tempura green beans to chef-inspired sandwiches and innovative salads, the restaurant has long provided a diverse menu that goes beyond burgers.

"We're not changing - we're just embracing what we've always been - an '&' brand," said Jack Hinchliffe, Chief Marketing Officer at Habit Burger & Grill. "This simple rebrand is a celebration of our diverse menu, our commitment to fresh, high-quality ingredients, and the connections we've built with our customers and communities over the years."

Founded in 1969, Habit Burger & Grill has been synonymous with fresh, made-to-order food served with Southern California hospitality. The new name, set to be rolled out across marketing materials, packaging, and digital platforms starting August 28, 2024, better represents the full dining experience the brand offers.

Customers can look forward to the same great food and service they've always enjoyed, now with a name that highlights the variety and innovation that make Habit Burger & Grill a standout in the fast-casual dining scene.

Founded in 1969, Habit Burger & Grill has been synonymous with fresh, made-to-order food served with Southern California hospitality.Photo byRobin StickelonUnsplash