Every great brand has something undeniable that no one else can own.

Schlotzsky’s has four letters no one else can claim.

LOTZ.

It’s more than a typographic coincidence. It’s the perfect expression for a brand that’s always believed more is, well more. More meat. More ingredients. More flavor. More reasons to come back. By simply revealing what’s been there in the name all along, we created a platform that’s instantly recognizable, endlessly flexible, and impossible for competitors to imitate.

Sometimes the strongest concept isn’t created.
It’s already there. You just have to spot it.