Gold Star changed its name to "Glizzy Star." Yes, I'm serious.
But it's only temporary.
You may have seen the restaurant's name change on social media, T-shirts or even signs and wondered, "Um, what?"
The name change is part of a limited-time Gen-Z-inspired rebrand that includes new merchandise, storefront makeovers and a "Cincy Glizzy" deal.
Love it? Hate it? Trying to understand it?
Here's what we know about the wild rebrand of one of Cincinnati's most well-known restaurant chains.
When did Gold Star become 'Glizzy Star'?
Gold Star announced the rebrand on Friday, Aug. 14.
Um, what even is a glizzy?
Glizzy is a slang term for hot dog. Bengals fans may recall when a mic'd up Tee Higgins called teammate Ja'Marr Chase a "Glizzy Gobbler" in 2022 after he ate a hot dog with no condiments while sitting on the sidelines
during a game.
You might think, wow, 2022, is this rebrand kind of late to the game? Eh, kind of. But what's more Cincinnati than being a little late to the trend? (And, just to be clear, this is said by a lifelong Cincinnatian who loves this city!)
Here's some more information you didn't know you needed. "Glizzy" originated as a slang word for a Glock and, more broadly, any pistol or handgun, according to Merriam-Webster. But the hot dog definition has taken over in recent years.
So, why did Gold Star change its name?
The rebrand is inspired by Gen Z, or those born roughly between 1997 and 2012. “Gen Z has this incredible, creative way of taking something familiar and giving it an entirely new spin, and that’s the energy we really wanted to tap into,” Gold Star President and CEO Roger David said in a release.
The campaign centers around the "Gold Star Gen Z intern" Michelle pitching the rebrand idea to a confused and seemingly out-of-the-know CEO, as seen in a video posted on the Gold Star Instagram.
Some find the campaign funny. Others might call it cringe. Either way, Gold Star is leaning into it. Gen-Z slang – such as "fam," "aura farm," "mog," "ragebait," "crying, screaming, throwing up" and more – is now all over the company's Instagram.
Huh. How is Glizzy Star different from Gold Star?
With the Glizzy Star name comes a special deal, new merchandise and storefront makeovers.
- $5.13 Cincy Glizzy Two-Pack Deal: Guests can purchase two "Cincy Glizzys," or cheese coneys, for $5.13. The deal is available for purchase via dine-in, drive-thru, take-out, the Gold Star app, online and delivery.
- Glizzy glow-ups: All 56 Gold Star locations are getting a "Glizzy glow-up," Gold Star told The Enquirer. This includes new in-restaurant signage and changes to staff uniforms. The following five locations will have outdoor "Glizzy Star" signs: Western Hills, Alexandria, Covington, Mitchell Avenue and Mount Washington.
- Glizzy Star merch: Fans can purchase specialized merch, including a "this grandpa loves glizzys" T-shirt and a "GLIZZY GOBBLER" baby bib.
How long will Gold Star be 'Glizzy Star'?
For those who prefer their classic Gold Star, don't you worry. Gold Star didn't share an end date to the rebrand, but told The Enquirer that the name change will be in place for a limited time only.
This article originally appeared on Cincinnati Enquirer: Did Gold Star actually change its name to 'Glizzy Star'? Yes
