PDQ Launches Brand Refresh for 15th Anniversary
The restaurant chain is updating its image after a period of financial and operational contraction.
Updated on Oct. 27, 2026 in Dining Out
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To mark its 15th anniversary, the Tampa-based chicken chain PDQ is initiating a brand refresh. This operational reset focuses on updating restaurant standards and exteriors to reconnect with consumers.
Why it matters
PDQ is pursuing this refresh to navigate a tightening landscape for chicken-focused fast-casual restaurants. The company aims to stabilize its identity after reporting significant declines in sales and total unit counts.
PDQ currently operates nearly 40 locations, a decrease from 62 restaurants at the end of 2022. The brand also sold over a dozen locations to Yum Brands in 2025 while recording a 13% decline in average unit volumes.
The players
PDQ
A fast-casual restaurant chain headquartered in Tampa that specializes in fresh chicken tenders and sandwiches.
Yum Brands
A global restaurant corporation that acquired over a dozen locations from PDQ in 2025.
The details
The initiative begins with updated restaurant exteriors in St. Petersburg, Florida, followed by a system-wide rollout. These changes are accompanied by new brand standards training that prioritizes operational fundamentals for the chain's buttermilk-brined, hand-breaded-to-order chicken.
Timeline
PDQ was founded in 2011.
The company operated 62 locations at the end of 2022.
PDQ experienced a nearly 25% year-over-year sales drop during 2025.
The company officially marks its 15th anniversary in October 2026.
Culture Shift
PDQ is recalibrating its identity to survive the rapid consolidation and market-share pressure within the fast-casual chicken category. This move signals a broader transition as chains abandon aggressive growth strategies for operational sustainability.
Local customers in the Tampa area can expect to see physical changes to restaurant exteriors as the refresh rolls out starting in St. Petersburg. These updates will be accompanied by a focus on improved service and brand consistency at existing locations.
The takeaway
The chain is prioritizing a return to its original identity to improve performance after a period of contraction. Customers may notice a more consistent experience as the company attempts to streamline its operations and branding.
Further reading
For more on the local culinary scene, visit the Tampa Dining Out section.
Source note: This article includes information reported by Nation's Restaurant News.
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