Article

Cousins redesign highlights why Boomers are still important

Millennials are the age group of the moment, but the boomers who once held that title should not be forgotten just yet, particularly when it comes to restaurant redesign, according to those at Cousins who've just gone through the process.

February 28, 2017 by S.A. Whitehead — Food Editor, Net World Media Group

At a time when three-fourths of the American public say most brands don't do enough to earn or keep their loyalty,  and the average length most people spend working for any one company in this country is just a little over four years,  there's an argument to be made that the whole idea of loyalty has become as rare as unicorns. 

For the leaders of 40-year-old Cousins Subs, customer loyalty from all age groups was so critical that leadership made sure to not only cater its redesign and rebranding to millennials but also to the Baby Boomers, who were the chain's first customers.  

It's a focus and approach you don't hear much about among the many chains now in the process of rebranding, but evidence shows that leaving them out may be a vast oversight. Although millennials are a key demographic to the foodservice industry, that formerly much-celebrated Baby Boomer group is still very much involved in the game.  

After all, they are in their peak spending years and control an estimated 70 percent of the country's disposable income. Plus, many have either retired or plan to soon. In other words, they've got those two key ingredients for great restaurant customers —  time and money — a wickedly enticing combination to any restaurateur. 

"We had to find a balance that appeals to our growing millennial guest base while respecting the needs of guests who've been with us since the beginning."

So, it's plausible that Cousins' attention to this demographic might be instructive to everyone in the business. That's why we sat down with some of the leaders at Cousins recently, as well as their Akron, Ohio-based design team, to find out why incorporating furnishings and other design features attractive to a wide range of generations was so critical. Included in our conversation below are responses from Cousins Marketing VP Justin McCoy, Development VP Joseph Ferguson and Louis + Partners Design partner Chris Nonno. 

Q: Why was this multi-generational approach so important to this brand?
FERGUSON: We had to find a balance that appeals to our growing millennial guest base while respecting the needs of guests who've been with us since the beginning. To address this, we've incorporated elements into the new restaurant design that appeal to all. Whether that be through a focus on customization for the millennial demographic or the option to order the way guests have since the beginning, our new environment adheres to our guests needs. 
NONNO: As a heritage brand, it's important for Cousins Subs to relate to a multi-generational segment in order to appeal to aging guests who have grown up with the brand while attracting a new, younger customer base. The goal with programs like this is to create a design program that reflects the brand's essence and ensures relevancy with a broad demographic.  
 

Q: What type of customer input was used to inform your process?
MCCOY: We started with a fantastic in-depth brand dive, led by Cousins marketing department. This, combined with multiple site visits gave us a solid foundation on Cousins overall brand goals. Ideas generated came from existing brand equity that could be translated into a compelling exterior and interior program. 

The exterior was a critical component that obviously sets the tone for what the guest is going to expect with the interior. A strong architectural element needed to be defined and be adaptable to multiple building styles and roof lines. 

We considered guest comments over the course of the last several years through our guest surveys, social media channels and website. In addition, we conducted several focus groups in our core markets, as well as in markets where we had no locations.

Q: What features have you built in to accommodate the needs of different age groups going forward?
MCCOY: In our new design, we have created a variety of eating spaces to accommodate the needs of various age groups. We now feature a community table in every location, a mix of comfortable booth and table seating and high-top seating as well. 

All locations have Wi-Fi and we have added additional outlets to accommodate the needs of guests and their multitude of devices. Our artwork package consists of new contemporary works highlighting our brand values, cuisine philosophy and mission, all mixed with historical pieces as well. 

Lastly, each of our new restaurants feature open kitchens and a new make line allowing guests to order the signature builds they've come to love or customize their sub just the way they'd like it. 

FERGUSON:Elements such as the Cousins Subs original logo and framed artwork of our first location tie together Cousins history with its rebranding initiatives. We also include the use of new technology, such as the Coca-Cola Freestyle soda machine, and an old-school tap handle, serving Sprecher rootbeer, which adheres to our younger guests. By incorporating a mix of retro artwork with new light fixtures and modern seating, we are able to bridge the age gap among our guest base. 

Q: What's one of the coolest ideas or products you've seen to help restaurants accommodate all generations of diners?
MCCOY:Technology can help streamline systems and create efficiencies for guests, but cannot define shared experiences. Engagement is key and how authentic that engagement can be is what drives unforgettable experiences. The line between the kitchen and guest will continue to get reduced in an effort to be more transparent.  

Q: What would you tell other brands beginning the redesign process about allotting for a wide array of customer ages and their inherent needs and preferences?
MCCOY:Most importantly, do not lose sight of what has made you successful in the past as you look to evolve. Remodeling can be an expensive proposition. … it's important to apply architectural and interior design thinking. 

Continuous ideation helps push the brand forward and allows you the opportunity to see what will work best when the time is right to implement. The pay-off is creating relevancy that ultimately leads to a strong customer base, sustained increased sales and compelling ROI.    

In-story photos: Provided by Cousins

Cover photo: iStock

About S.A. Whitehead

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Pizza Marketplace and QSRweb editor Shelly Whitehead is a former newspaper and TV reporter with an affinity for telling stories about the people and innovative thinking behind great brands.