The days of QSR restaurants being bland boxes outfitted with ceramic tile and laminate tables are over. While this may have worked for decades, competition from fast casual concepts is putting the pressure on the fast food industry to innovate—and that should especially be done by elevating the interior experience.
Concepts like Fusian and Piada, grown in Chute Gerdeman’s backyard of Columbus, Ohio, join growing chains like ShakeShack and SweetGreen in delivering a chic environment in which customers want to spend time. Warm wood tones and modern fixtures complement dynamic layouts to define the restaurant of the future.
During the past few years, the Chute Gerdeman team has worked with Domino’s to reinvent their overall brand, amplify its in-house technological investment (and achievements) while completely overhaul its in-store environment.
A longtime leader in food delivery, the brand approached CG to improve its carryout business and subsequent store environment. To continue to drive carryout business, Domino’s needed to better connect with customers in-store. The service counter, which had always been positioned perpendicular to the store entrance, was rotated 90 degrees to run lengthwise, with the Pizza Theater upfront and the cash register at the back. Now, the first thing customers see is the best thing Domino’s does…pizza-making.
Domino’s stock price is up 5,000% since the project began and the “theatre” concept is emulated throughout the industry by a van array of brands.