Rebranding local restaurant concepts has been a trend in 2025. In some cases, it was akin to throwing spaghetti on the wall in an attempt to find something that sticks and attracts diners in a sluggish economy that rewards value-driven experiences.
What was specifically unique about this year is that ownership didn’t change, but the dining concept did for some restaurants, which temporarily were shuttered before relaunching with new brands.
The most notable examples this fall: Chef/owner Vincenzo Betulia converted The French Rustique Brasserie to Tulia Italian Steak on Fifth Avenue South; prolific restaurateur Stefano Frittella switched The Bevy to La Salière Italian restaurant in downtown Naples; and Phelan Family Brands flipped Two Fillets in North Naples to Caiman Cantina Mexican restaurant…