Article

Bruegger's opens redesigned locations

An extended self-service coffee bar and bagel baking display are among several new design elements.

April 22, 2010 by Valerie Killifer — senior editor, NetWorld Alliance

It was six years ago when Bruegger's CEO Jim Greco launched a redesign initiative intended to take the bakery restaurant chain to its next level of maturity.

Greco is now leading the company's third-generation store redesign that features a bagel baking display, an extended self-service coffee bar and a timeless color palate of pale yellow and dark chocolate brown.

"I always thought one of the biggest mistakes restaurants make is they get complacent," Greco said. "Years go by and (operators) don't do anything. Then it starts to impact sales â€¦ and they can't do anything. We're trying to stay ahead of that."

Greco was at the April 21 Cincinnati opening of Bruegger's first redesigned location. Four more will open by April 30 and a total of 50 are expected to unveil by the end of 2010.

Greco said there was no set standard of â€˜must haves' for the new restaurants. Greco and a team of company executives collaborated with Columbus-based design and development firm WD Partners on the new look.

"The objective was to create a warmer, more inviting atmosphere that would make people want to linger," he said. "I do believe this design is more timeless than our last design."

Renovations were completed about a week before the restaurant grand re-opening (work was done at night so the location remained open during construction) and Bruegger's area manager Lee Ann Werner said guests "are staying and sharing in a different way. We have created more of that lingering effect."

Bruegger's guests were treated to free bagels April 21 during the unveiling of its redesigned 4th St. location in Cincinnati. Bruegger's will introduce its next-generation bakery prototype this month with reopenings in Charlotte, N.C., Milwaukee, Minneapolis and Pittsburgh.Click herefor a slideshow of the Cincinnati reopening.

Part of its new appeal is the switch from sandwiches served in deli baskets to the restaurants' use of colorful plates and bowls. The new dishware complements the food, service and atmosphere, and gives a more distinct overall impression of value, Werner said.

Simple pleasures

Another company focus will be highlighting the simplicity of Bruegger's bagel ingredients. The new bagel baking display area will give customers the opportunity to view the baking process to see firsthand the freshness of the products.

Bruegger's corporate executive chef Philip Smith said only five ingredients are used in a plain bagel: flour, water, malt, yeast and salt.

"We've always made our plain bagel with five ingredients, but we never really advertised it," Greco said. "We think there's been interest on the part of people to know what's in the food they eat."

That focus on simple food made with simple ingredients will extend to a new lemonade beverage line Smith is working to develop that will not have high fructose corn syrup as an ingredient. In the meantime, Smith has had fun creating the company's new Iced Coffee Cooler, part of its rollout of espresso and espresso-based beverages.

Greco expects the impact of these new store elements to generate immediate results.

"That's what happened six years ago," he said.