Have you notice this re-brand? Again this company too also dropped the gradients and fades of their original logo. It must have costs a lot of money to redo all the current locations signs and marketing. Why would you want to do this after the fact? Why not start out with a brand that is simple, clean and easy to reproduce?
Look at what the old logo use to look like and you will notice the things I have pointed out in previous posts and this one. The old logo features an oval behind the whole brand mark and the words America's Gourmet Burgers and Spirits included. Notice with the new mark those words are missing as well.
K.I.S.S. Keep it simple Sally! :)