Schlotzsky’s Unveils Updated Prototype

Schlotzsky’s (Atlanta) is returning the word deli to its name and debuting what it calls a next-generation restaurant prototype that’s focused on the customer experience. “Together, the refreshed positioning and new prototype design translate Schlotzsky’s heritage into a modern, scalable experience designed to improve clarity for customers and support sustainable franchise growth,” the company said in a news release.

“For more than 55 years, Schlotzsky’s has built a fiercely loyal following by being unapologetically bold, abundant and unmistakably itself,” said Chief Brand Officer Donna Varner, Chief Brand Officer. “This evolution makes something clear that’s been true all along: we’re a deli that fuels real life, not just a lunch break. It’s the same fun name, serious sandwiches and over-the-top flavor people have loved for decades.”

The chain said its latest design prototype is designed to deliver “instant streetside brand recognition and a frictionless, intuitive guest experience while creating a more flexible, efficient operating model for franchisees.”

“Purposefully engineered to cut through the visual clutter of today’s fast-casual landscape, the prototype replaces noise with confident exterior branding and a thoughtfully curated interior experience,” the company statement said. “From entry to ordering, pickup and dine-in, the layout creates natural pause points that guide guests seamlessly through the space.”

Key elements of the updated design’s interior include a self-order kiosks, dedicated digital pickup zones, grab-and-go offerings, pre-made cold deli subs and strategically placed beverage stations designed to support speed of service, throughput and ease of use.

Back-of-house, the prototype features optimized equipment placement, reduced redundancies and a more compact kitchen footprint, all with an eye toward increasing labor efficiency, streamlining peak-period operations and simplifying execution without sacrificing quality or consistency.

While previous locales of the chain could range between 1400–3600 square foot range, the next-generation prototype caps at roughly 2100 square feet. With its underlying modular configuration, the prototype can be used across a range of footprints, including non-traditional ones.

Schlotzsky’s Deli, one of seven brands operated by GoTo Foods, currently has just under 300 restaurants in 25 states. The company’s other brands are Auntie Anne’s, Carvel, Cinnabon, Jamba, Moe’s Southwest Grill and McAlister’s Deli, as well as Seattle’s Best Coffee cafes on select military bases and international markets.