• by Teresa Buyikian , March 26, 2025

This year Colorado-based chain Noodles & Co. is celebrating its 30^th birthday with a complete menu “reinvention,” new campaign, and corporate rebrand that reflects the company’s “Noodle-centric” positioning.

The revamped menu includes an emphasis on mac & cheese, with such dishes as Buffalo Chicken Ranch Mac & Cheese, Garlic Bacon Crunch Mac & Cheese and Pulled Pork BBQ Mac & Cheese.

The new tagline and campaign, “We know Noodles,” kicks off with a series of online ads, created by Fortnight Collective, part of a 360-degree effort that includes CTV, radio, social media, digital out-of-home and in-restaurant executions.

The first :15 spot, “Ode to the Noodle,” depicts various customers enjoying the chain’s new “bolder flavors” at home and in-store, with the voiceover stating that “Noodles are the one thing we can all agree on.”

Noodles & Co.’s Executive Vice President of Marketing Stephen Kennedy told QSR Insider about the new effort.

QSR Insider: Why the rebrand now?

Kennedy: Our food has always been at the heart of who we are. Over the past 18 months, we've been on a mission to elevate our menu, introducing new and improved offerings inspired by extensive guest feedback and research. Our guests craved a more refined dining experience with bold flavors and fresh ingredients, and that passion became the driving force behind our menu reintroduction.

What we expect when we dine at a restaurant is always evolving, and now more than ever, guests are looking for innovation, excitement, and that “wow” factor in their meals.

This menu transformation, the biggest in our 30-year history, is about staying at the forefront of industry trends, all while continuing to reinforce our passion for delicious, craveable noodles.

We’ve gone all in on our core differentiator, embracing our unique position as one of the only fast-casual restaurants that focuses entirely on noodles. By staking our claim in this space that “We Know Noodles,” we’re able to offer an unmatched variety of thoughtfully crafted noodle dishes.

QSR Insider: How else are you communicating the new menu and rebrand to customers?

Kennedy: We’ve implemented a full-funnel digital, social, marketing and PR strategy to build buzz for our new menu and bring customers through our doors to try our new dishes. This includes Pinterest, Meta, Google, CTV, DOOH, audio and more. 

QSR Insider: What other upcoming marketing efforts can we expect to see from Noodles and Co.?

Kennedy: This isn’t just a menu update—it’s a complete transformation of the Noodles & Company brand experience. Over the past year and a half, we’ve developed a cohesive strategy that modernizes and elevates our entire consumer journey, spanning digital touchpoints and in-store experiences alike.

We’re meeting our guests where they are—across channels, devices, and physical spaces—through innovative approaches like organic social media engagement, influencer partnerships, owned communications, and our Noodles Rewards loyalty program.

We’ve also embraced more dynamic content within our restaurants. New digital menu boards not only enhance the visual appeal but also offer our operators the flexibility to tailor promotions to specific demographics in various markets. A standout feature of these boards is the Welcome Wall, which creates an impactful first touchpoint for guests. Additionally, we’ve refreshed our print materials—including table tents, Crispy stickers, and signage—to align with our updated brand identity.