PDQ marks its 15th anniversary with a brand refresh
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A rendering of PDQ’s refreshed restaurant Photo courtesy of PDQ
Tampa-based PDQ (People Dedicated to Quality) is celebrating its 15th year in business and is marking the occasion with a brand refresh.
The objective is to connect the original PDQ look and feel with a “brighter, bolder expression for today’s consumers,” according to Chief Operating Officer and People Officer Nina Franchina.
The company, which has nearly 40 locations, is updating restaurants in St. Petersburg, Florida, before a gradual rollout throughout the system. But this effort includes far more than some exterior updates. It also includes a refresh of hands-on brand standards training and a “focus on the fundamentals.”
“This is about refreshing our visual identity while strengthening the experience behind it, not changing who we are,” Franchina said. “We have a strong foundation in quality food and genuine hospitality, and we want our brand to reflect that in a way that resonates with today’s guests.”
PDQ is targeting more visits, repeat business, and healthier restaurant performance. It is also measuring guest feedback on order accuracy, speed of service, and team retention.
“Success means a more consistent guest experience, stronger engagement with our brand, and giving people more reasons to choose PDQ,” Franchina said.
Fifteen years is a good place to force a reset, she added, especially as the chicken category has become far more competitive during that timeframe.
That competitive pressure hasn’t been purely theoretical for PDQ, either. The brand has weathered a tough stretch in recent years, including a nearly 25% drop in sales year-over-year in 2025 and a 31% unit-count retrenchment. There were 62 locations at the end of 2022, but average unit volumes have fallen more than 13% since then. Last year, the company offloaded over a dozen locations with a sale to Yum Brands so KFC could grow its Saucy concept.
Franchina, who joined the company in 2013, said the company is now focused on getting the fundamentals right versus trying to be everything to everyone. That means aligning teams, strengthening operations, and developing leaders.
“Accountability and support have to go together,” she said. “When expectations are clear and teams have tools and training to succeed, we are in a better position.”
PDQ is also polishing its marketing and messaging to convey that it has a “clear point of difference” amid a crowded category, including buttermilk-brined, hand-breaded-to-order chicken. The tender is the hero of the menu, and the recipe hasn’t changed since its founding in 2011.
“That commitment to our original recipe and the cut of chicken we use is a big part of what makes PDQ special,” Franchina said. “Protecting that quality comes down to how we prepare and serve it (which is why) our operational focus has been on training, support, and leadership.”
To encourage repeat visits, PDQ has also been bolstering its hospitality training, empowering employees to make recommendations, answer questions, and welcome customers into the dining room. Drive-thrus don’t have a speaker box, but rather face-to-face ordering.
“That direct connection gives our teams the opportunity to bring genuine hospitality to every order,” Franchina said.
This foundation-strengthening work will continue in the near term. Franchina didn’t disclose if the company is planning to grow its footprint again but added that “growth means more than adding restaurants.” So, PDQ will mark its 15th anniversary by growing guest visits, improving the profitability of existing restaurants, and creating more development opportunities for employees.
“Our people are at the heart of this brand and when we support our teams, guests feel the difference,” Franchina said. “Our 15th anniversary is a chance to celebrate that and build momentum for what’s next.”
Contact Alicia Kelso at [email protected]
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