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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6 6 • 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 Form + Function Using signage correctly can enhance your cus- tomers' experience — and your brand. Sign of the Times By Amanda Baltazar F azoli's brought the inside outside as part of a signage upgrade of its drive-thru. The goal of the upgrade included highlighting freshness, furthering the branding, emphasizing value and mak- ing the entire experience more pleasant. Signage can do all of this — and more. It's key to any restaurant, starting with the exterior sign and any window signage and continuing into the restau- rant with the menu in fast-casual and quick-serve restaurants, along with any directional signs. Done right, signage emphasizes your brand, aids customer decisions and directions, and unifies your res- taurant, says Ray Camillo, CEO and founder of Blue Orbit Restaurant Con- sulting in Atlanta. "I can't emphasize how vital signage is," he adds. Fazoli's recent focus has been on its menu boards. To emphasize freshness and warmth, the Lexington, Ky.-based chain brought out some of the earth tones the company uses on the restaurants' interiors and used them for the background on the drive-thru menu boards. The drive-thru menus now feature more photography of fresh ingredients — garlic, broccoli, herbs — alongside images of the menu items, continuing the visuals the restaurant uses inside its locations. Fazoli's added a presell menu board that features limited-time offers and specials, among other items, to whet customers' appetites and help them make purchasing decisions. Both updated menu boards, says Chris Byars, Fazoli's director of construction and de- sign, helped take the restaurant chain "from a QSR look to something more contemporary, closer to a fast casual," he explains. Camillo is a big fan of presell boards in drive-thrus. "Make sure people have the opportunity to decide what they want before they get to the speaker," he says. "And while you're at it, try to walk around your property regu- larly to make sure landscaping doesn't obscure this board or the menu board." Drive-thrus are an important focus for Fazoli's, Byars says. " Fazoli's gener- ates about 40 percent of its business through drive-thru, and we recently redid all signage to emphasize value for fami- lies picking up dinner," he says. "The drive-thru, along with off-premise sales, is where our growth is coming from." To date, Fazoli's has refreshed nine units and opened four with the new design and plans to roll it out across its portfolio of stores. Interior Menus Wayback Burgers is changing its interior menu boards with the goal of making the ordering process faster for guests, highlighting the best-selling items and upscaling the brand. The new menu board design has already rolled out in some of the Cheshire, Conn.-based company's inter- national units, and the first redesigned U.S. store opened in Irving, Texas, in August. All new units, around 20 this year, will have this new design, and retrofitting the current 150 stores will be the next stage, says Patrick Conlin, senior vice president.

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