HOUSTON – After 90 years, James Coney Island is changing its name.
The Houston hot dog chain is trying to rebrand itself, so starting Wednesday the signs will be changed to JCI Grill.
The company said it wants to give its customers a more modern experience with an expanded menu.
“This re-image initiative takes our brand closer to a premium, fast-casual level,” President Darrin Straughan says. “With our Legacy Menu and new menu items, we’ve got good food comparable to casual players, but with an average check and convenience that are much more attractive.”