Why Burrito Beach is investing 'hundreds of thousands of dollars' on remodel

| by Cherryh Cansler
Why Burrito Beach is investing 'hundreds of thousands of dollars' on remodel

Burrito Beach's redesign includes a refreshed checkout station boasting modern white tile walls with a sunshine logo.

"Sleek" and "contemporary" are two words that Chicago's Burrito Beach hopes customers will use to describe its new look, which CEO Greg Schulson said is costing hundreds of thousands of dollars. 

The chain rolled out the prototype in January when it opened at Northwestern Memorial Hospital in Chicago and, last month, it updated the location inside the city's Ogilvie Transportation Center. 

Schulson's goal is to implement the redesign in of each of his six units by the end of 2018.

"We decided it was time to raise our brand's visuals and communication to the quality level of our food," he said in an interview with FastCasual. "Business has been building, and now we're putting a new package on the brand. We created the fresh new look and feel to adapt to consumers' constantly evolving needs."

Dashes of bright colors and textures complement a new ordering counter above the build-your-own toppings bar, which gives workers privacy but allows guests to watch chefs prepare their food.

Adjacent to the ordering counter is a refreshed checkout station boasting modern white tile walls with Burrito Beach's new sunshine logo.

"It is a positive symbol that represents the energy and spirit of the brand," Schulson said. "We want customers to feel happy, healthy and have fun, and the bright colors and happiness of the logo puts people in a good mood."

A small window gives customers a glimpse into the kitchen; new graphic elements include revamped logos and decorative menu boards. The brand has also updated its website to reflect the restaurant's rejuvenated look.

"We wanted to bring the quality of the branding and feeling in the restaurant up to the same quality of the food we've been serving for over 20 years," Schulson said. "Building off sales growth, positive response from consumers to the updated branding, and the success of the prototype store, it only made sense to forge ahead and begin renovating preexisting concepts.

"With brand updates, we expect business to be even better, by attracting an even broader customer base. Exuding cleanliness, openness and creativity, the new design better reflects the brand."



Topics: Restaurant Design / Layout

Cherryh Cansler

Before joining Networld Media Group as director of Editorial, where she oversees Networld Media Group's nine B2B publications, Cherryh Cansler served as Content Specialist at Barkley ad agency in Kansas City. Throughout her 17-year career as a journalist, she's written about a variety of topics, ranging from the restaurant industry and technology to health and fitness. Her byline has appeared in a number of newspapers, magazines and websites, including Forbes, The Kansas City Star and American Fitness magazine. She also serves as the managing editor for FastCasual.com.

wwwView Cherryh Cansler's profile on LinkedIn

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