Restaurant Development & Design

NOV-DEC 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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N O V E M B E R / D E C E M B E R 2 0 1 7 • S P O N S O R E D C O N T E N T • 5 What differentiates your company from others in the marketplace? Jill Frey: First and foremost, we prioritize product design. We focus on creating the most modern and covetable set of standard products for our customers to choose from. We do that by col- laborating with industrial designers, up-and-coming design studios, and even so- cial media influencers to get a better sense of what diners are looking for. It's simple — restaurant spaces are innately fun; selecting your restaurant furniture should be a natural extension of that. We believe design- ers shouldn't have to strain to find standard products that fit a modern aesthetic. We're diligent in keeping a finger on the pulse of interior design, fashion, and technology. For instance, we launched a new color palette that includes a rust, a pale blue, an olive green, and a perfect grey. They look fantastic on minimal collections like Hurdle and in modern spaces with polished cement floors and natural wood tones. Secondly, underneath that striking design is a chair diligently tested for high-use. So much of restaurant fur- niture — especially trendier pieces — can be poorly manufactured. Our custom- ers need to be confident that their chosen products are not a financial or facility risk. It's why our products are backed by a 10-year standard warranty. How are you working with designers or restaurant concepts to customize a unique solution? JF: We know our customers have a passion for creating unique, branded spaces, so we offer a menu of personal- ized services ranging from custom colors to ground-up product development. It's amazing how a custom color on a standard product can transform a restaurant or bring school spirit to a col- lege cafeteria. Conversely, we're also equipped to develop and manufacture an entirely custom product. These services help design- ers bring their brands to life. How are you able to serve the larger scale require- ments associated with a chain re-design rollout or a new concept design? JF: Because our manufacturing facility is in Michigan, we can be agile. With a three-shift capacity, our lead times can be as short as two weeks. Changes can be made to orders on the fly and a custom chair can be designed, prototyped, and manufactured in as little as four months. We know from twenty years of experience that flexibility from a product and service perspective is a critical need for our customers. The American-made mantra not only applies to our quality products, but our services, too. It's something we're proud of and continue to expand and improve every day. Jill Frey Vice President of Marketing and Customer Development 616.774.0561 Bringing Your Restaurant Furniture to Life A Q&A with Jill Frey, VP of Marketing and Customer Development, Grand Rapids Chair New products, new standard colors. Pictured above, the Hurdle Collection finished in new Grand Rapids Chair metal fi nishes Dusty Blue and Honey Yellow. The new Hurdle Barstool is the perfect seat for casual dining.

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