Quick Service Restaurants Holdings has ditched is rather prosaic name and adopted a more emotive moniker, Craveable Brands.

The company has also added three independent directors to its board.

Former Stockland CEO Matthew Quinn, RedBalloon founder Naomi Simson and former VP/CIO for McDonalds ANZ & Pacific, Henry Shiner, will bring a broad skillset to the business, said Rob Coombe, chairman.

“Individually, our new appointees boast outstanding skills and a record of achievement across a diverse range of business practices in both private and publicly listed environments. The skillset of the board is very complementary incorporating expertise from finance, property, QSR, retail, IT, strategy, hospitality and marketing. There is a collective passion to continue the growth of the business through employing great talent and nurturing a progressive and entrepreneurial culture,” Coombe said.

Commenting on the change in trading name, CEO Brett Houldin said “Our brands have a proud heritage dating back 45 years in Australia, but we see ourselves as a young and dynamic in how we operate.

“It’s very exciting to have a refreshed name and identity in craveable brands. that better reflects the fact that we are in the food business.”