BrandWatch: Leeann Chin

I have a rule of branding thumb that goes something like this: The minute a business that has always been known for one thing suddenly announces a seemingly unrelated thing, count the days until it closes, declares bankruptcy or gets snatched up in a hostile takeover. I call it BrandWatch.

Case in point: Five years ago, a bagel shop near my house stuck neon posters in the windows screaming "Now Selling Smoothies!" It was a jealous response to the popularity of nearby Jamba Juice, and everybody knew it. Within six months, that bagel shop was replaced by a Caribou Coffee. (On the other hand, the mom-and-pop photo developer that also sells umbrellas is mysteriously still in business...)

For several months, BrandWatch has been tracking two stalwart brands: Starbucks, as it retreats to focusing on coffee (a good idea after some overly aggressive food flirtations), and McDonald's, as it rolls out its premium coffee McCafes (an undeniably good revenue stream with a fantastic advertising campaign that should be another short-lived experiment).

Now, as of today, I've added Leeann Chin to the Watch. Why? Because new owner Lorne Goldberg has updated the menu (good), painted the walls lime and vermilion (great) and introduced Red Cherry Frozen Yogurt (what?).

Don't get me wrong. I picked up dinner at one of these new stores last night. The decor is lively. The menu is easier to understand. And the Red Cherry Yogurt display is a nice little eye-catcher with an attractive logo. But frozen yogurt? Personally, I go to Leeann Chin to deceive myself that I'm being healthy while eating sugary breaded meats (sesame chicken...yum) on top of carbalicious fried rice. Do I want to top that off with some frozen yogurt concoction that takes me back to the mid-80s? For me, the answer is a definite no; Leeann Chin might as well sell umbrellas. We'll see what the market decides.