Article
Why Bruegger's launched a new design, menu
Along with the new physical design, the chain has updated its logo, point-of-purchase materials, to-go packaging and is now in the process of updating the catering packaging.
February 4, 2014 by Cherryh Cansler — Editor, FastCasual.com
Bruegger's Bagels' newest location opened this week in Woodbury Minn., with a makeover representing the new direction the bakery's design and menu is taking. Some of the updates include an open kitchen with clean lines and stainless steel accents, communal seating and a brick wall in the back that will eventually feature artwork. (Click here to see the before and after photos.)
"The new prototype accentuates our rich heritage and core product — New York-style bagels baked fresh in each bakery location – while also looking to the future," said Judy Kadylak, director of marketing. "The best example is our visible bake theatre. The open kitchen and plate glass windows allow guests inside and out to watch bagels being freshly baked, celebrating our artisan heritage. But this design element is also very much on trend — industry experts predict by 2020 the division between the front and back of the house could disappear."
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| Bruegger's before the redesign |
While the goal of the new design was to show how each location is a real working bakery, the chain also wanted to remind guests that it's a neighborhood gathering place, which is why communal seating is now center stage, Kadylak said.
"The new prototype encourages conversation among guests with a large community table and bar seating replacing traditional booths and tables," she said.
Along with the new physical design, the chain has updated its logo, point-of-purchase materials, to-go packaging and is now in the process of updating the catering packaging. The menu is also getting an upgrade, including an espresso bar staffed by a full-time barista. Other new offerings include salmon and Hot Smoked Wild Salmon, which will appear in new salads and breakfast and lunch sandwiches.
Artist challenge
Although Kadylak said the company knows the brick wall must display an abstract, 2-dimensional work of art, no one is sure who will design it. The space will be filled by the winner of the Bruegger's Bagels $10,000 Artist Challenge, she said. Through March 31, amateur and professional artists can submit their idea, and the winner's piece will not only be the focal point of the new bakery, it will also used in select new bakeries nationwide. In addition to bragging rights, the chosen artist will receive a $10,000 cash prize.
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| Bruegger's after the redesign |
"We are a neighborhood gathering place, and the new prototype is designed to accentuate our bagel tradition while also celebrating new ideas and the creative spark," Kadylak said. "The $10,000 Artist Challenge is a nod to all of our guests who create the warm, inviting atmosphere in our bakeries."
Everything in the new design reflects both the history and the future of the company, Kadylak said.
"Like our customers, we are modern-day artisans," she said.
New builds will have the new design, and existing locations will be renovated over the next couple of years.
Read more about restaurant design.
About Cherryh Cansler
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