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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S E P T E M B E R / O C T O B E R 2 0 1 8 • 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 • 5 3 ovens," Brown explains. "They put these logos inside of them, and people think they're sexy and cool. Our oven is great for consistency. It works with a conveyor belt: The pizza goes in one side and out the other. But that means it's not very attractive. That shell is actually designed to draw people's attention away from the oven under the hood." Past the ordering line, at the back of the restaurant, sits the POS for to-go, online and third-party delivery orders. This station is new to Uncle Maddio's. Like the directional sign at the entrance, it was added to emphasize that the chain does accommodate off-premise dining. To drive the point home, the restaurant developed custom wallpaper for the space with a retro Italian travel scene — think vintage Fiats, gondolas and Vespas. The designers took the opportunity to include a freshness cue in this area as well: The wallpaper sits against a walk-in cooler. A wallpaper with a hole in it has been designed to show a window into the cooler, giving guests a view of fresh veggies, cheeses and other items. The to-go POS station, along with changing how customers place orders, led to the creation of another section in the prototype: a counter-height bar that faces the assembly line. Made of hardwood, the bar gives guests who want to enjoy the theater of pizza production a natural place to sit. It also serves as a place where people waiting for to-go orders can wait without feeling like they are in the way or out of place. That isn't the only new seating area in the dining room. Essentially, the restaurant's entire seating package was remade in the prototype. "Part of the feedback from the research that we did was that people really use the brand in a very flexible way," says Brown. "They may come in with their family on a Friday night. They may come in for work meetings; they may come in by themselves. We really wanted people to be able to walk into the restaurant and find a place that they felt comfortable sitting." One of the highlights of this new seating package is the new party booth. Located in the back corner, this space is designed for fun, with a large starburst- shaped pendant light hanging overhead and custom wallpaper featuring several vintage/quirky illustrations depicting Mediterranean travel themes. One thing taken away from this area, though, was a flat-screen that was previously mounted in the corner. With the wallpaper, a television would just Uncle Maddio's cut $100,000 out of its build-out cost with this new design. Savings include an open ceiling instead of a dropped ceiling, stained concrete floors versus tile, and wooden chairs instead of upholstered. The new design moves the POS station before the assembly, speeding up the ordering and make process. As one of the first guest touchpoints, this area was designed with a retail look, not just as a transaction space.

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