Sodexo's done it, ISS Eaton is about to and In House Catering is considering it.
No, not hiring Lenny Henry to front a marketing campaign as in the case of Premier Inn, but rather repositioning their businesses and the message they send to the market.
Under new boss Simon Titchner, previously with Aramark, ISS Eaton looks set to enjoy an interesting year with a number of acquisitions on the cards and plans to unveil a new image latter this year.
Having been swallowed up by Danish cleaning and facilities giant ISS in 2004, the caterer’s new team feel their profile in the sector could be better and with the likes of a certain mobile phone operator newly on the books in their biggest deal to date certainly have something to shout about.
We’ve got a news analysis in this week’s Caterer and Hotelkeeper (7 February) on rebranding so take a look at the pros and cons for yourself.
