Design encourages fast-food customers to order digitally
THIS CUSTOMER-CENTRIC LEARNING LAB encourages customers to order via kiosk. While kiosks exist in other Wendy’s restaurants, this location is the first to make the devices the primary ordering method. As the brand’s first restaurant that doesn’t offer traditional counter ordering, the kiosks are positioned to encourage customer participation, with team members acting as hosts. Wi-Fi, phone charging stations, and a heated patio enhance the chic, modern experience.
WENDY’S | Columbus, Ohio
size 2,698 sf
completion July 2017
photos Mark Steele Photography
Contributing Shop! member
Chute Gerdeman design
Maximum exposure for the kitchen communicates the brand’s commitment to “fresh, never frozen”—a mantra reinforced by wall messages. The kitchen exposure, along with glass refrigerator doors, showcases transparency and trust. These elements extend the sentiment to the drive-thru, as guests in their cars can see directly into the kitchen through the larger windows and beyond to the wall graphic messaging.
Updating the way employees package items — such as higher-sided trays, half-wrapped burgers, and fresh fries delivered in a paper cup to diners at their tables — elevates the customer experience. A hands-free communal sink offers customers the opportunity to wash and dry their hands without entering the restroom.
Having a high-top bar, regular tables, and a heated patio provide interesting seating options. Soft lighting and natural light puts a comfortable shine on the home-like setting.