News

Salata Salad Kitchen debuts revamped design, dining environment

January 25, 2019

Salata Salad Kitchen’s Lake Mary, Florida, location will not only be its first in the state but will boast the brand's revamped restaurant design and experience.

Opening on Feb. 7, the Lake Mary Salata Salad Kitchen will offer guests fully customizable, tossed-to-order salads and wraps, soups, organic teas and lemonades in a redesigned atmosphere focused on guest experience, according to a press release.

"We recognized the opportunity to elevate our in-restaurant environment by completely rethinking our strategic approach to the guest experience," said Michelle Bythewood, Salata’s president, in the release. "Our new prototype addresses the need for increased day parts and an improved online ordering pick-up experience that is directly geared to increase our restaurant’s different revenue streams."

Salata undertook a multi-pronged research process with the help of Back Lot Productions, Inc., an Atlanta-based brand development and design firm. The brand and partner developed the concept through Back Lot’s unique approach to brand design they call Markitecture: marketing your brand through the built environment to evoke the desired emotional response from the guest.

"We wanted to truly understand what consumers really desire and appreciate," said Bythewood in the release. "It was critical to conduct demographic and psychographic segmentation, multiple focus groups and triads to develop a deep understanding of our customer’s behavior and need state."

With neutral whites and grays accompanied by metal finishes, the redesign features a modern look that allows the bright, vibrant colors of Salata's product offering to serve as the focal point of the restaurant. When guests enter the redesigned Salata, they will be met with an open, expansive view of the colorful line.

"Our fresh ingredients are really the star of Salata, so we want them to take centerstage," said Bythewood in the release. "This proves that it is not necessary for us to introduce new hallmarks, but rather celebrate the hallmarks that make Salata unique."

The dining space has changed drastically — transformed into dining neighborhoods, which suit guests' various needs, preferences, moods and times of their visits. There is a power aisle for to-go orders; a quick, in-and-out area for lunch at a table or window bar; a community table for dining with friends; a lounge area that is ideal for afternoon work sessions and a more traditional area for having dinner in a booth with family or friends.

The Lake Mary Salata marks the brand's 84th location overall. Additional Florida locations are planned to open in 2019.