FUN, POP ART GRAPHICS, AMERICANA COLLAGES, AND SIMPLE FLAME ICONS CREATE A BOLD, ENERGIC VIBE THAT GRABS THE ATTENTION OF PASSERSBY ON A BUSY STREET. Using the high-impact marketing message emphasizes product offerings and drives brand identity for this fast-casual prototype design, specifically catering to an urban consumer who wants an "all-American burger joint where you can get your quick fix of yummm!"
The layout and functions of the previous tenant, a juice store, were not applicable causing a complete reworking of the interior flow. Streamlining the Red Robin brand into a smaller scale fast-casual prototype, the project’s objective develops space planning strategies and cohesive graphic and finish concepts that incorporate the brand's character into a new casual and urban dining experience.
Overscaled graphics strategically placed at vantage points create high visibility. A simple glass wall with a branded YUMMM serves as a buffer for both traffic and cold wind from the entrance. It also drives incoming traffic to the right and does not interfere with guests leaving. Varied seating options such as a high-top window counter, distressed wood banquettes with graphic privacy panels, and dining height tables create a flexible dining-room feel within a compact footprint. Distressed slate gray floors, charcoal walls, and black metal accents ground the space and add an urban sensibility. The light “beetle kill” wood adds a quality, farm-raised vibe with a reclaimed material indigenous to the area. To complete the brand’s new look, a contrasting color scheme using the signature Red Robin red, crisp white, and denim blue establishes BurgerWorks as an urban all-American burger joint.
Shop! is the global non-profit trade association dedicated to enhancing retail environments and experiences. Shop! represents more than 2,000 member companies worldwide and provides value to the global retail marketplace through our leadership in: Research (consumer behavior, trends, futures), Design (customer experience design, store design, display design, fixture design), Build (manufacturing, construction, materials, methods, logistics, installation), Marketing (in-store communications, in-store marketing, technology, visual merchandising, and Evaluation (ROI, analytics, recognition/awards).