By Leule Brook

You might have noticed your kids’ favourite heroes taring off old banners from overpasses and bridges. After experiencing impressive growth in its first few years, In N’ Out is shedding its old name and embracing a new brand identity.

Companies rebrand for many reasons. The purpose of rebranding is to let your customers know that something important has changed. They’ve either changed what they do, how or why they do it. In the case of In-Joy burger, they changed how their companies operate and their long term ambitions.

In-Joy adapted its business model to a hybrid franchise. This, according to their press release, helps them meet their customers’ needs much better.

Ten years ago, entrepreneur Seleamlak Andargie started In N’ Out Ethiopia with 10 employees and a capital of ETB 200,000. Today In-Joy employs 240 staffers on permanent basis, and 60 contractor employees. Its capital today, ETB 200 million!

Their main reason for rebranding is now obvious: they’re no longer the small shop they started at as.

Their main reason for rebranding is now obvious: they’re no longer the small shop they started at as. What changed most are their ambitions. Their momentum for the past decade has given them bigger and bolder ambitions. They plan to accelerate growth over the next decade: going nationwide and beyond. So you can expect In-Joy to make a few more headlines in the coming future.

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