Restaurant Development & Design

MAY-JUN 2017

restaurant development + design is a user-driven resource for restaurant professionals charged with building new locations and remodeling existing units.

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sausage and fried steak, but the new prototype ensures that biscuits get top billing. Graphics and imagery through- out convey that biscuits are made from scratch every 20 minutes. The biscuit theater and publicity around the chain's certified master biscuit makers, who compete each year in a National Biscuit Maker Challenge, further underscore how big biscuits are for the chain. The new prototype is also central to Bojangles' growth strategy. It cel- ebrates biscuits but does so in ways de- signed to engage a younger demograph- ic. In addition to the biscuit theater, Bojangles' includes a variety of seating styles, free Wi-Fi, high-top tables and device charging stations throughout. Interiors are contemporary, with brick, tile, wood-look flooring, industrial-style lighting and exposed ductwork. The exterior design was updated as well and features brick, steel canopies, soft lighting and planters. "With younger generations becom- ing a bigger part of our following, and as we have a growing digital presence that engages Millennial audiences, we thought it was important for our new prototype to appeal to younger consum- ers," Icard says. "We feel like we've created a unique design that is contem- porary but that also honors who we are as an iconic Southern brand." In addition to the Greenville unit, Bojangles' has new prototype units under construction in Charlotte, N.C., and Greer, S.C. The new kitchen design is already being implemented in the company's existing prototype, and the full new design will be tested and tweaked in several new units before the chain fully transitions to it. While consumers in the brand's core markets already know and love it, Icard adds that the new prototype will help to introduce Bojangles' to custom- ers in new markets. The company has achieved a 7 to 8 percent unit growth rate for the past several years and expects to maintain that pace, targeting existing markets as well as expanding further into the Midwest and northern mid-Atlantic. "In our core markets, everyone knows we make biscuits from scratch throughout the day, but as we go into new areas, it's important for our guests to be able to see that," Icard says. "Southerners love great biscuits, but we find that people everywhere love great food, and there's just nothing like a scratch-made biscuit. We're very proud of ours, and this prototype gives us an opportunity to feature that no matter where we go." + SCULPTED PETALS + OIL RUBBED BRONZE THE FORMULA Deeply textured, decorative wall panels and ceiling tiles. Flexible, durable, easy to clean, and beautiful. Choose from over 50 patterns available in over 45 fi nishes. ATILaminates.com Design Beyond the Surface MirroFlex Structures FREE MIRROFLEX SAMPLE KIT! Contact an ATI Customer Service Representative at 800.849.1320 to place your order. Promo Code: MirroFlexKit17 Off er Expires: 7/31/2017 SCULPTED PETALS + OIL RUBBED BRONZE SCULPTED PETALS + OIL RUBBED BRONZE THE FORMULA THE FORMULA Deeply textured, decorative wall panels and ceiling tiles. Flexible, durable, easy to clean, and beautiful. Choose from over 50 patterns available in over 45 fi nishes. ATILaminates.com Design Beyond the Surface MirroFlex MirroFlex Structures FREE MIRROFLEX SAMPLE KIT! Contact an ATI Customer Service Representative at 800.849.1320 to place your order. Promo Code: MirroFlexKit17 Off er Expires: 7/31/2017 Bojangles' new prototype features a variety of seating styles, free Wi-Fi, high-top tables and device charging stations throughout. Photo courtesy of Bojangles'

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