Restaurant Development & Design

MAY-JUN 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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at it. So, we needed it to be done right and to have full alignment — not just our internal alignment but also with our franchisees. Our franchisees were very involved in the installation and testing of the new menu. It's a big decision, too, because it's technology that I think all restaurant brands have looked at, but we've been waiting for the technology to improve so that there was very little risk. And I feel like the technology is just now there. What are some of the key drivers behind the new image? LAV: Last year, we went down to Studio 11 in Dallas to get their help to tell our story and to figure out who we are and where we're going. The result of that is a con- ceptual design that highlights the nautical livelihoods of our fishermen with elements like real wood, stone, brass and chrome accents. However, we didn't want to di- vorce ourselves from our iconic elements, either, because they hold such sentimental value to our loyal customers and employ- ees. Long John Silver's founder and early leaders were led by a set of innate goals and values that had been lost in time and translation over the years. So, I named this new image True North, because I knew the original te- nets, such as fresh food and responsible practices, are still relevant and honored today. We just needed to recenter and refocus: find our true north and fol- low the trajectory that was set by our company's founder. An example of that is that American consumers have more options and more information and have never been more demanding of real food and ethical processes than they are today. Our fish is wild caught by our fish- ing partners with whom we've invested to create and fine-tune our harvesting efficiency, which resulted in twice as much usability from every fish we catch. It's mind-blowing how much Long John Silver's reinvests in the fishing industry. It was sustainable and responsible before that became the thing to do. What were some iconic elements you carried over from the earlier images? LAV: One example is our bell that we had from day one that we put beside the door. As customers leave, they can ring the bell to signify that they had a good meal and a positive experience. Over the years, they've been "value engineered" to be a kitschy, gimmicky element. One thing we decided to do was to put a real brass ship's bell at the door. For each

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