The McAlister's Experience Evolves with Help From The Icebox

The Icebox is the proud supplier of McAlister's uniform program and we have worked side by side with them to help create their new uniform look and feel.

 "McAlister’s changed suppliers and chose higher-quality uniforms, complete with new color, logo, and feel. Joe Guith, President of McAlister's, says these products, expected to hit stores shortly, portray a greater sense of company pride for employees and improve the overall experience. "




From menu to design to off-premises, this is the first such evolution since the brand opened its doors in 1989.

Don’t call it a repositioning, says McAlister’s Deli president Joe Guith. Rather, the next stage in the 430-unit chain’s evolution is an enhancement of its heritage and roots. It’s McAlister’s, with a modern Main Street vibe.

“One of the main inspirations for us was that McAlister’s is a place where people connect,” Guith says. “It’s inherent in the brand.” 


Guith shared with QSR Tuesday a broad, research-led design evolution. The change is the first of its kind for McAlister’s since it opened its doors in 1989, and will be unveiled to the public in the form of a fresh prototype September in midtown Atlanta. In addition, McAlister’s is launching a systemwide kids and family programming August 15 that hones many of the details spotlighted in the prototype. And, everything, from a new logo to packaging, uniforms, seating packages, menu strategy, and décor, comes back to a single angle: Community.

Guith, who was promoted to the president role in early April from the same post at fellow FOCUS Brands’ chain Cinnabon, said the research, conducted through an agency and by speaking with guests, suggested there’s a notion of “My McAlister’s” in the markets it operates. How could the chain tap into the positioning? “We think there’s an opportunity for us to continue to enhance those connections, with the guests, with our culinary, and with the community,” Guith says. 

It starts with the...

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