Article
Fast casual concept design
For a successful restaurant, every aspect must work together.
June 2, 2008 by Valerie Killifer — senior editor, NetWorld Alliance
* This is an excerpt from the guide, "Interior and Architectural Concepts for the Fast-Casual Chain." Click here to download this special publication.
When Robert LaGore was determining the look and feel of his fast-casual restaurant, Marion, Ill.-based Burgers-N-Cream, he started with ideas from more than 10 existing concepts. One of the brands he closely studied was that of Denver-based Chipotle Mexican Grill.
"I think there are a percentage of people that go into Chipotle that are drawn back by the feel," LaGore said. "I'm a big believer there's not a person out there that the design is going to draw them into the restaurant, but I'm a big believer it's going to draw them back."
LaGore wanted to ensure he had the right look and feel for Burgers-N-Cream, a hamburger and ice cream chain designed around the Americana visions of apple pie, ice cream and grandma.
The restaurant has a professional feel during the lunch daypart and transforms into a casual, family-friendly atmosphere when the evening rush hits.
"Our design has been a little different because we try to promote cooked-to-order freshness, which is what differentiates us," LaGore said. "Our whole design is to show a fresh, clean product."
But before LaGore could get into the design phase, he needed to know his demographic and what his concept stood for. He then needed a design strategy that complemented the brand and met his customers' expectations.
"The brand has to work with the actual design. It has to look like what they're selling. It has to be cohesive. I think, just like Robert said, your design is not going to bring people in the door, but it's going to get them back," said Tami Stallings, an interior designer for Landmark Design & Engineering Inc., who worked with LaGore on the design of Burgers-N-Cream.
In addition to ensuring that the interior design fit with the brand, Stallings was charged with ensuring an efficient flow of both back- and front-of-house operations.
LaGore's kitchen design is somewhat different from other fast-casual operations.
"One of the things we do that's unique is we cut our fries up on the line," he said. "Any minute one of the cooks is not busy, they're cutting potatoes. So when you pick up the food, you're seeing fresh-cut potatoes right on the line."
The kitchen also has an open layout so customers can see their burgers and other items as they are being prepared.
"We're showing everybody everything is fresh," he said. "On the back side, we're 95 percent comfortable with the flow in our kitchen."
When it comes to front-of-house design, the idea is not to crowd customers but enable them to get their food items without hassle, said Michelle Bushey, creative director and partner with Dallas-based Vision 360 Design. "You don't want dead ends."
Design elements
Every restaurant environment will be different, and every fast-casual restaurant will fight to differentiate itself from other brands. In the design world, the bold, and sometimes obnoxious, colors of the 1980s and 1990s paved the way to the use of the earth tones and softer tones found in many restaurants today.
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"Depending on the concept, we're starting to see more designer-oriented finishes coming into the space," Bushey said. "But you also have to bring in items that are functional and cost sensitive for the brand. I can't put a $300 chair in a fast casual, but I can see a $75 chair. Everyone loves a wood or concrete floor, but I have vinyl that provides the same look at a lower cost that is easier to clean and requires less maintenance."
Obtaining and maintaining cohesiveness within a brand is a key to design strategy. The logo, interior design, architecture, menu and graphics all need to work together and relate to one another to produce a successful brand "package."
"There are times when they don't, and although most customers can't necessarily pick out what isn't working within the package, they can definitely sense it," Bushey said. "This is where a design professional that specializes in restaurant and hospitality design really makes a difference."
Starbucks made a big impact on the design and restaurant industry when it launched its first coffeehouse in downtown Seattle in 1971.
"Everybody wanted to capture that environment in their space," Bushey said.
Today, many fast casuals are still trying to appeal to harried consumers by offering laid back surroundings where guests feel they can linger. Chairs play a large role in that design element, with fabric overtaking vinyl.
"We're seeing higher-end fabrics, new finish technologies; we're seeing more modern and comfortable furnishings and a lot more booths," Bushey said.
For many restaurant operators, a combination of booths and chairs seems to hold something for everyone. Operators also are looking at a variety of chair finishes and items with very clean lines.
"What those customers need to look at is the quality and construction of the product," said Bill Bongaerts, president of Winston-Salem, N.C.-based Beaufurn LLC. Beaufurn provides commercial furniture in the restaurant and bar space.
"Typically, people in that field look for the cheapest product. If you give up on budget, give up on quality of product as well," Bongaerts said. "Even in fast-food environments, those people are going upscale. Five or six years ago, that was unheard of."
Restaurant Design / LayoutEquipment & SuppliesFurniture and FixturesIndustry ServicesBakery CafeVision360 Design
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