Shorter pigtails? What's next???

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I have noticed more and more lately that fast food restaurants are mirroring the Starbucks movement and becoming more like “cafés.”  This has a supposedly more welcoming and inviting feel.  Well, Wendy’s is the next one on the train, however while doing this they are going through a complete rebranding. It looks like about the only thing that will stay the same is the color red.
They are moving to a new tagline – they will no longer be “old fashioned hamburgers” and are moving to “quality is our recipe.”  Their mark is changing drastically, from the font all the way to the Wendy’s signature pigtails.
So, I’m with them on retaining the cafe concept and I get the rebranding effort.  My question is, when is rebranding too much?  Remember Gap’s rebranding?  OMG.
I love the new tagline. But the font choice and the shortening of the pigtails – those are two iconic Wendy’s components. Why change those?
What do you think about their new logo and tagline?

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Chaney Given

Chaney is a talented and accomplished designer and illustrator, who has expanded his skill set to include motion graphics and video editing. With nearly a decade of experience, his client work includes Waterstep, Baptist Health, the Archdiocese of Louisville Catholic Schools, First Harrison Bank, and many more