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Checkers & Rally’s is racing towards a new chapter. The double drive-thru brand known for bold flavor and strong value is executing a systemwide turnaround aimed at modernizing restaurants, sharpening its identity, and boosting franchisee profitability.
President and CEO Chris Tebben is leading the effort. The strategy focuses on refreshing the brand, improving restaurant standards, and expanding into new venues—all while keeping the brand’s challenger spirit front and center.
“Checkers & Rally’s is a strong brand at its core—but over time, we lost focus on the things that made us different,” said Tebben. “This turnaround is about restoring that edge and bringing our bold flavors, unbeatable value, and double drive-thru convenience back to the spotlight.”
With early wins already in place, the brand is forging into 2026 with a renewed growth plan, updated restaurant design, and strong franchisee engagement. Checkers & Rally’s is also investing in restaurant upgrades. Leadership plans to complete about 60 corporate restaurant reimages in 2026, and expects 50 to 100 additional franchise locations to remodel as well.
At the center of the turnaround is a new creative platform and tagline: “This Eats Different.”
The campaign leans into the Checkers & Rally’s reputation for bold flavor, generous portions, and a high-energy personality—while expanding its presence across streaming, social media, and digital advertising. They’ve introduced a refreshed logo and visual identity that keeps the iconic checkerboard look but adds brighter colors, modern typography, and a sharper design aimed at standing out in the crowded quick-service burger category.
The reimaging program refreshes both interiors and exteriors while keeping the signature double drive-thru format. Updates include improved building design, new signage, upgraded lighting and landscaping, and operational improvements that are designed to increase profitability and decrease costs inside the restaurants.
The moves are already getting results. The newly remodeled flagship location in Apopka, Florida, has seen a21.8% increase in net sales and a 17.7% increase in traffic compared with pre-remodel performance. The Daytona market is experiencing comparable results.
The upgrades are part of a broader systemwide focus on programs designed to keep restaurants operating smoothly and looking brand-ready. The goal is simple: better-looking restaurants, stronger operations, and improved guest experiences that all lead to increased sales.
Checkers & Rally’s is also expanding beyond traditional restaurants. The brand has begun opening locations in stadiums and arenas, placing its menu in front of thousands of fans during major events.
New concessions have opened at venues such as the Kia Center in Orlando, home of the NBA’s Orlando Magic, along withRaymond James Stadium in Tampa and the Benchmark International Arena, home of the Tampa Bay Lightning. These locations feature streamlined menus with fan favorites like the Big Buford, cheeseburgers, chicken sandwiches, and, of course, the famous seasoned fries.
The strategy boosts exposure while allowing the company to test smaller operating formats that could influence future development in other non-traditional venues such as airports.
Together, the brand refresh, restaurant upgrades, and stadium expansion are creating momentum across the system. The brand’s double drive-thru format and smaller real estate footprint continue to offer an attractive development model for franchisees. The standard 1,008 sq. ft. prototype has been complemented by the addition of a 600 sq. ft. prototype that can accommodate smaller areas where other brands can’t go.
For Checkers & Rally’s, the turnaround goes beyond a new look. It’s a concerted effort to restore the brand’s edge while building a stronger foundation for long-term growth.
To learn more about Checkers and Rally’s franchise opportunities, visit checkersfranchising.com.
Checkers Drive-In restaurant franchises are small but efficient making our restaurants easy to operate and typically reduced overhead costs.
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