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DUNCANSVILLE, PA. -Just as the biggest quick-serve chains tweak their tag lines for better market positioning, the relatively small Hoss's Steak and Sea House, a family-dining chain based here, changed its own tag to strengthen its image.
The 42-unit chain recently dropped the tag "The dam good meal" and replaced it with "Welcome to a good, honest meal."
"We just thought it was the best way to describe what we bring to the table when you eat at Hoss's," said John Brown, executive vice president.
The previous theme was "a nice tag line for promotional campaigns," Brown said, but the new one has the potential to deliver a stronger, long-term branding message in addition to promotional support.
"It's more of a focused positioning on the food, the steaks, the salad bar and the hospitality," Brown said.
The new focus on food and service...