Sal's Begins Rebrand With New Look Chelmsford Store

What do you think of when you think of Sal’s Pizza? Hold that thought. Whatever you’re thinking is about to get a massive change, starting right here in Chelmsford.

Over the past year, the company has been looking at ways to reinvent their brand, and that renewal has begun with a renovation of the Sal’s location on Chelmsford Street, a new look that may potential spread across all 36 stories in the chain.

Although it’s unclear whether other stores in the chain will see all of the changes at the Chelmsford Street location, such as the addition of Yobite yogurt, new staff uniforms and new Italian menu items, the company believes that the change is necessary to remain competitive in an ever changing marketplace.

“One of the key takeaways in our discussions with our long time customers is that they’ve been waiting for this,” said Dana Yerid, Sal’s Vice President of Marketing and Sales. “As we talked to them about what we were as well as what we were going to be and the new experience and new items, they were all very excited.”

In particular, Yerid believes that the partnership with Yobite will help give a competitive edge for Sal’s due to the contrasts between Italian-American fare and high end dessert offerings.

“We’re looking at it as ‘friends who live under the same roof,’ a sort of leveraging of two brands that can coexist,” said Yerid. “Sal’s aims to deliver that warm authentic dinner experience and Yobite can compliment that with sweet and cool dessert. They can operate as standalones, but we think many customers will come in for one and be intrigued by the other.”

However, despite the changes, Yerid notes that the chain’s signature three pound pizza will not be going away, it will just be joined by more pizza sizes and healthier ingredients.

It remains to be seen how the changes will pan out in practice, but Chelmsford resident and long time Sal’s customer Kevin McMullan seemed to be satisfied when he stepped into the Chelmsford Street location last week.

“It’s different, it’s smaller. I’m still getting used to it, but I like it,” he said. “I remember 12 years ago everyone I was working with said ‘You’ve got to come to Sal’s, there’s a line out the door it’s so good.’ It’s always been the same way since and as long as Sal’s is still Sal’s, I’ll keep coming back.”

The Chelmsford Street store will be holding an open house from 11 a.m. to 3 p.m. on Saturday,  March 23 with activities, games and appearances by JAMN and KISS 108.

More information on Sal’s is available on the company’s website.