Article

Tossed upgrades image, logo

The salad chain launches a new store prototype to unveil in Boston.

November 12, 2009 by Valerie Killifer — senior editor, NetWorld Alliance

When the first Tossed opened its doors 12 years ago, the concept's look, just like its menu, was fresh and refreshing. But with no upgrades since that time, executives in early 2009 decided an overhaul was needed.

"The old look was comfortable and nondescript," said Tossed chief operating officer Eric Clark. "We wanted a clean, crisp and healthy type of design to go along with the food, and we really wanted to tie the two together."

The new restaurant design was created by Long Beach, Calif.-based JBI Interiors. Lead designer Katie Riffkin said the idea was to create three different seating areas based on lighting and furniture elements.

"We wanted to give people different areas where they could gather," Riffkin said. "We have areas where there could be families or a group of friends, or business associates. More restaurants are asking for different zones."

The goal of the overall look and feel of the restaurant is to display a more urban design, accomplished though the use of modern colors, furniture and construction materials. For example, embossed plywood is used in one of the seating areas that can be easily painted and installed.

"It's one of those focal elements that you want to have standout in your store," Riffkin said.

The wooden tables are all laminated with a stainless steel base. The tables also can be attached to the wall to give the impression of it all being one piece. The new elements will be incorporated in phases into the company's Boston restaurant, located in Prudential Tower, but will not be completed by the end of the year.

"The Boston location is not the same size so we couldn't use every element, but if you were to walk in there you would know it was a Tossed," Riffkin said.

Construction elements include some environmentally friendly materials, but executives are not looking to hang their hats on marketing them.

"By no means will it be LEED certified, but we are using some organic and recycled products," Clark said. "We want to use some of those recycled products, but without waving the flag of being a LEED brand."

The new design also reflects a smaller footprint — taking the units down from about 2,400 square feet to 1,600 square feet — giving operators the ability to open in difficult locations. Additionally, executives are reviewing a Tossed Express freestanding kiosk for airport, college campus and similar locations, which is slated to be completed by January 2010.

"We are negotiating leases for them right now and are looking in New York, which is why the kiosk is so important for us. We have shifted probably from 50/50 to 90 percent in the urban-style real estate.

Cities ideal for the concept include Manhattan, Washington, D.C., Chicago and Seattle. And in addition to a new store design, Clark said the company is expanding its menu to include gluten-free and lower-calories options.

"We're spending a lot of time in New York and Boston," he said. "Currently, it's where we're doing a lot of research, development and testing."