Jillian's Farmingdale location refurbished and rebranded as Dave & Buster's Grand Sports Cafe

It's good bye Jillian's, hello Dave & Buster's new Grand Sports Cafe.

The rebranded venues are not simply Jillian's with a Dave & Buster's logo slapped on the awning. In fact, Buster Corley - the Buster part of Dave & Buster's - sees it as the dawning of a new age.

The 60,000-square-foot Farmingdale location has been completely refurbished. Included are bowling lanes and the latest plasma and HDTV screens.

The upgrade offers more of a sports feel than the 36 traditional Dave & Buster's, which are less geared for sports fanatics. Corley feels the rebranding will give an important boost to the overall company, which he expects will hit more than $500 million in sales in 2006.

No matter how successful you are, a successful company has to keep changing and stay ahead of the evolutionary process, he said. You can work hard doing what you're doing, but you've also got to change as the time changes.

This rebranding campaign goes something like this. Don't just hang out a new shingle. Create a transformation that makes a stir. That way, you'll keep loyal customers and win back the ones who haven't returned. Promote the project well, add a touch of excitement, and you may even open new markets.