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Restaurant Insights Powerhouse Rebrands to Black Box Intelligence

The SN editorial department was not involved in the creation of this content.

TDn2K™, the leading provider of data and insights to the restaurant industry for over 20 years, announced its evolution to a new brand identity, Black Box Intelligence™. Among other changes will be its logo, product enhancements, new product names, refined company purpose and values.

The Black Box Intelligence suite of products includes Workforce Intelligence (formerly People Report), Guest Intelligence (formerly White Box Social Intelligence), Consumer Intelligence and Financial Intelligence (formerly Black Box Intelligence).

Market research and interviews with brand stakeholders determined that the optimal direction was to elevate the name of an existing product with tremendous brand equity and credibility in the marketplace as the new company name. Black Box Intelligence was originally the name given to the organization’s industry leading sales and traffic benchmarking tool, now Financial Intelligence. 

“This name change gives us an opportunity to show off our evolving brand as well as unveil our overarching purpose and vision for the company,” shared Kelli Valade, president and chief executive officer at Black Box Intelligence. “It is an exciting time to be able to showcase our growth while continuing to enrich lives by revealing insights and unlocking potential for our clients.”

Sarah Higgins, vice president of marketing at Black Box Intelligence, led the rebranding initiative and is overseeing the evolution across all channels, in-house and externally.

“We wanted to honor the history of the brand and legacy built by our founders Joni and Wally Doolin and also provide a fresh look that is consistent with our message,” shared Higgins. “This new brand showcases who we are as the restaurant industry’s most trusted suite of products used by operators to measure and track performance.”

“Our mission has always been to help the restaurant companies that we serve out-perform the marketplace,” said Wally Doolin, chairman & co-founder of Black Box Intelligence. “Black Box Intelligence now says it all and we could not be prouder of this exciting relaunch of our brand at this pivotal moment in our growth.” 

New information can be found on the company’s new website and will be showcased later this month at the annual Global Best Practices conference in Texas.

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