The Habit Burger Grill makes subtle changes to its name

The Habit Burger Grill is making subtle changes to its name.

The Irvine-based burger restaurant, previously known as The Habit Burger Grill, will now be known as Habit Burger & Grill.

“We’re not changing – we’re just embracing what we’ve always been – an ‘&’ brand,” Jack Hinchliffe, chief marketing officer at Habit Burger & Grill, said in a statement .  “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.”

Known for its charburgers, which are grilled over an open flame, the chain has a broader menu that includes salads, tempura green beans, sweet potato fries, milkshakes and sandwiches.

The company began rolling out new brand marketing materials, such as packaging, on Wednesday.

Habit Burger & Grill opened its first location in Santa Barbara in 1969. At that time, the restaurant was known as the Hamburger Habit.

Since then, the chain has grown to over 380 restaurants across 14 states and international locations. A new restaurant location will be opening in Torrance on Sept. 4.

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