Restaurant Development & Design

SEP-OCT 2018

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

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5 2 • r e s t a u r a n t d e v e l o p m e n t + d e s i g n • S E P T E M B E R / O C T O B E R 2 0 1 8 UNCLE MADDIO'S RETHINKS ORDERING TO IMPROVE THE EXPERIENCE when they walk into the chain's stores with the new design. Just past the entry- way is the "served with love" wall, which includes custom wallpaper of hands kneading dough, the "served with love" promise painted on a white brick image and the word "love" spelled out in red. A sign then directs them to the dine-in or takeout POS station. The dine-in POS was not only relo- cated in the new prototype, but it also got a serious makeover, says Brown. In the previous design, the POS station was at the end of the ordering process, so it was designed with a very transactional appearance. With the POS now one of the first customer touchpoints, Uncle Maddio's now has a retail aesthetic. Out is the stainless-steel counter — expen- sive and hard to work with, says Rotondo — and in is a solid-surface countertop. The space also features a grab-and-go cooler holding bottled drinks as well as a beer tap and wine bottle display. Once guests place their order here, they're free to grab a drink and sit down. Notably, though, they're not required to. While Uncle Maddio's shifted its ordering station, its assembly line is still in the front of the house. Guests are free to walk down the line as staff makes their pie and, thanks to the chain's flat pricing for pizza, change their ingredients. To make this work, however, the POS station isn't exactly in line with the assembly line. Instead, it sits against it like an endcap. With this setup, guests who want to watch the culinary staff assemble their pizza do so away from the normal flow of traffic. The pizza assembly area got some upgrades in the redesign, in an attempt to both spruce up its appearance and lower build-out costs. The face of the assembly line counter, for instance, was previously clad in subway tile. Uncle Maddio's now uses laminate, which looks warmer and is less expensive. In addition, a large red panel adorns the front of the hood, with the Uncle Maddio's bottlecap-style logo sitting front and center. This helps provide some extra visual appeal to the kitchen and offsets a competitive advantage of other fast-casu- al pizza concepts, Brown says. "One of the things that our competi- tors do well is they have these woodfire

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