Charlotte, N.C. — Bojangles’ has unveiled its new restaurant design concept aimed at propelling the fast-growing chain to its next stage of success. The first new restaurant will open in 2017.
Construction has already begun on the first new concept restaurant on Laurens Road in Greenville, S.C., where the new store will replace the existing Laurens Road location. The new 3,900-square-foot restaurant will boast a variety of features designed to greatly enhance the customer experience when it opens in early 2017.
Created by renowned San Francisco-based brand strategy, retail and guest experience design firm Tesser, Bojangles’ new restaurant design features a distinctive, contemporary exterior that combines sophisticated materials like brick, tile and steel canopies. Bold graphics celebrate the brand’s heritage: “Famous Chicken ‘n Biscuits” and “Made from Scratch Since 1977.” Soft lighting and landscaped planters alongside the building and in the drive-thru lane give the restaurant a warm, welcoming feel.
Changes to the restaurant interior are even more dramatic, with the star of the Bojangles’ menu — the made-from-scratch biscuit — taking center stage. Upon entering the door and proceeding to the counter, guests will be captivated by a “Biscuit Theater” where they can witness biscuits being made fresh every 20 minutes by a Bojangles’ Master Biscuit Maker. Colored crocks replace steel warming trays to give the food display area a more inviting appearance, with increased use of glass adding to the visual appeal.
In addition to putting Bojangles’ fantastic food in the spotlight, the dining room is also getting a refresh. The new restaurant concept features Wi-Fi, multi-device charging stations, unique high-top community tables, and a variety of interesting seating options to accommodate different-sized groups. New uniforms for all Bojangles’ team members will complete the updated look.
“This new design concept represents our commitment to operational excellence and enhancing the consumer experience at our restaurants,” says Randy Icard, Bojangles’ vice president of construction and development. “In addition to the design expertise brought by Tesser, we also leveraged the historical knowledge and experience of long-time leaders inside the company, including franchisees.”
Icard said efforts are already underway to remodel three existing Bojangles’ next year in the company’s hometown of Charlotte, N.C.: Billy Graham Parkway near Charlotte-Douglas International Airport; South Tryon Street near Arrowood Road; and Steele Creek Road near I-485 in southwest Charlotte. In keeping with the new concept, many of the design elements found in the prototype will be incorporated into these remodels.
“The restaurant business is more competitive than ever, and smart brands like Bojangles’ are using design strategically to make current customers feel more welcome while appealing to an even broader range of consumers,” says Tré Musco, CEO and chief creative officer at Tesser.
At September 25, 2016, Bojangles’ had 699 system-wide restaurants, of which 301 were company-operated and 398 were franchised restaurants, primarily located in the Southeastern United States. For more information, visit www.bojangles.com.
Tesser provides a unique mix of strategy, naming and verbal branding, corporate identity, retail design, merchandising, packaging, uniforms and menu board design. For more information, visit www.tesser.com.