More than a year after Red Hot & Blue Barbecue transformed into RHBQ, owner Craig Collins announced he’s once again rebranding the restaurant.

The restaurant reopens Friday as HQ Prime, according to CultureMap. Its most recent reinvention was designed to distinguish the eatery from Red Hot & Blue Barbecue, Collins said.

“With HQ Prime, we’re billing it as a prime gathering space, prime sports-watching, 27 craft beers on tap, prime meaning best,” Collins told CultureMap.

Chef Christopher Prieto tweaked the menu, which includes prime rib, redfish and a new barbecue rub. The North Carolina-based pitmaster’s resume includes a stint on Food Network’s “Chopped Grill Masters.”