Article
Newk's reveals new digs
After polling guests to learn what they wanted in their hometown Newk's, the brand has revealed its makeover in Jackson, Mississippi.
December 13, 2019 by Cherryh Cansler — Editor, FastCasual.com
Newk's Eatery has a new look. It has redesigned the seven stores in its home market of Jackson, Mississippi, to reflect the brand's "Project Strive" initiative, Rachael Myrick, Newk's director of design, said in a recent interview with FastCasual.
"We decided to start in Jackson in particular, because it is our home market," she said. "We are currently developing our new prototype design, which will roll out in 2020."
The design is contemporary and comfortable with updated light fixtures, new countertops and millwork, tufted booths, hardwood accents, new plate ware and menu boards. The food prep area, which used to be hidden, is now part of the open kitchen allowing guests to view their orders being made, but it also helps with operational efficiencies, Myrick said.
"The new prototype will see the new interior design, a footprint of approximately 3,300 square feet vs. the former standard of 4,500," she said.
It also has an updated red soffit that reflects the tagline, "Our Kitchen is an Open Book" and several fun facts about the ingredients and preparation methods, said Mike Clock, president of Newk's Eatery.
"This project connects our brand story with the guest experience through an upgraded restaurant environment, paired with a generous dose of hospitality," he said.
Updated artwork tells the story of Newk's roots as a homegrown brand with a passion for food and family, along with its purpose to "Strive To Make A Difference." The color teal, which represents the brand's Newk's Cares initiative and efforts to raise awareness and money for research to support ovarian cancer, has also been infused into the design.
"The new teal mosaic tile wall is an important feature that weaves our philanthropic work into the restaurant experience," according to Myrick, who said the remodel program is tiered to appeal to franchisees. "We have put together a program for a ‘refresh,' which isn't as extensive as the full remodel. Depending on the scope and size of the restaurant, the program can range anywhere from $80,000-$250,000."
The design also features an updated beverage station for Newk's iced tea and lemonade, and the buildings' exteriors have new awnings, string lights and a patio.
"My goal is for guests in our restaurants to feel the passion behind the Newk's name, particularly our love for food and family coming together to nourish meaningful relationships that matter most," said Newk's CEO and co-founder Chris Newcomb. "We want to feed what matters in our Newk's communities, so guests can share in wholesome ingredients crafted for real living through scratch-made meals and some of our favorite Newcomb Family Recipes."
Over the next 18 months, Newk's will renovate all 120 restaurant locations, but some of newer restaurants will incorporate changes from Project Strive sooner.
"Next year, everyone will be under this program," Myrick said. "We will cut footage of new units to increase efficiency, but not the existing ones. The first smaller prototype opened in Cullman, Alabama, in November. So far, the reception has been positive from local franchisees and they love the changes they see. This will be good for the brand, because franchisees listen to other franchisees."
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