Kushikatsu Tanaka announces first major rebranding to expand customer base

Unisia Holdings, the operator of the Kushikatsu Tanaka restaurant chain, has announced its first major rebranding since its founding in 2008. The initiative aims to expand the brand's customer base, specifically targeting women and families by creating a more comfortable dining environment and updating the traditional aesthetic.

Key changes include a new brand logo designed by Art Director Tomoyoshi Akiyama, replacing the previous descriptive brush-stroke style with a simpler design. The company has also introduced a new tagline, ‘Today, at Tanaka.’, to foster a sense of familiarity. Physical updates to stores are expected to include changes to interior design and seating, such as adding backrests to stools.

As part of the rebranding, the company is launching five strategic challenges to maximize customer satisfaction and value. These include significant price reductions on certain beverages, such as highballs and sours, and the introduction of new menu items like ‘Infinite Garlic Hormone Skewers’ and specialized pork skewers to enhance the dining experience and affordability.