Operations
America's Incredible Pizza Company unveils new name, logo, vision
November 19, 2025
America's Incredible Pizza Company has rebranded to Incredible Food And Fun. The redesigned brand will debut at the company's flagship and original location in Springfield, Missouri, followed by a strategically phased rollout to additional markets, according to a press release.
The rebrand was developed with RumbleBuzz Marketing and Communications and took a year. Incredible Food and Fun conducted multiple guest surveys across social media, email and in-store channels. Leadership teams and frontline team members were included to ensure the refreshed brand represented the people who bring the experience to life every day.
"This evolution represents one of the most meaningful projects of my career," said Ryan Tiffin, VP of brand strategy and guest experience, said in the press release. "Guiding this rebrand from the earliest concept to the final rollout has been an incredible honor. Our goal was simple, to take a beloved, legendary brand and give it new life for the next generation of families. We listened to our Guests, we empowered our teams, and we built a brand that reflects where our company is today and where it is going. I am proud of what we created together and excited to see this new era of Incredible come to life."
The brand refresh will begin in Springfield, Missouri with signage, upgraded interior elements, updated wayfinding and refreshed guest-facing materials. Additional locations will follow in phases.
"This is not a quick overnight flip, it is a strategic and responsible transformation," Ashley McGuire, EVP, said in the press release. "We are rolling out the brand in a way that supports long-term growth, minimizes waste and ensures every store has what it needs to bring the new identity to life. Our goal is a sustainable upgrade path that supports our teams, respects our resources, and strengthens the trust our communities have in us."
For founders Rick and Cheryl Barsness, the new name marks an important milestone that stays true to the core of the company.
"For us, this has always been about families," the Barsnesses added in the press release. "From birthday parties to weekend traditions, from celebrations to the everyday moments families share with us, we have always focused on creating a place built around connection. This refreshed brand reflects who we have become and who we continue to be, a place where families can enjoy great food, great fun, and great memories. We are proud of how far we have come, and we are excited for the next chapter."
Founded in 2001, and formerly known as America's Incredible Pizza Company, Incredible Food and Fun is a premier family entertainment center brand offering attractions, arcade games, rides, immersive experiences, and freshly prepared food. The company operates corporate locations in Springfield, Missouri, Tulsa, Oklahoma, San Antonio, Texas, Memphis, Tennessee and Warr Acres, Oklahoma, with franchise locations in Conroe, Texas, Monterrey, Mexico and Chihuahua, Mexico.
