KING·CASEY Branding and Design
Optimizing the Customer Experience for Retail and Restaurant Brands
Fazoli's
The Situation
Fazoli's is a chain of 230 Italian premium quick service restaurants headquartered in Lexington, Kentucky. Recently, Fazoli’s management sought to improve their menuboard presentation to their guests (both interior and at the drive-thru) in order to accomplish the following:
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Increase overall sales
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Optimize value perceptions
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Improve readability and guest appeal
Looking for a strong menu design partner, they came to King·Casey for help in creating a “next generation” menuboard strategy and design.
The Solution
King·Casey recommended a three-step process to achieve the project objectives, as follows:
1. Consumer Assessment Study. King·Casey conducted qualitative and quantitative research to attain consumer insights, attitudes, likes and dislikes regarding the current menuboard designs (both interior and drive-thru). The findings provided objective information about Fazoli’s current menuboards (from a consumer perspective) regarding guest appeal, ease of ordering, readability, organization, comprehension and overall likes and dislikes.
2. Sales Analysis, Design Assessment and Creation of Optimized Design Platform. King·Casey conducted an analysis of product sales in order to optimize product placement and space allocation on the menuboard. We then conducted an assessment of the current menuboard design to identify improvement opportunities for achieving the project objectives. Using these findings, King·Casey developed an enhanced “design platform” to guide the creative work that followed.
3. Menuboard Design Concept Development. Using the design platform, King·Casey generated a range of menuboard conceptual solutions for the interior and drive-thru. The new menuboard concepts were then put into test stores for performance evaluation prior to finalization and roll-out across the system.
Fazoli's management sought to improve and optimize their menuboards as part of the brand's comprehensive Enhanced Service Program, menu overhaul and new restaurant design initiative.
Fazoli's "old" menuboards were crowded and text heavy, slowing consumer navigation and limiting the room available for new product additions. The "generic" design had a low brand personality and weak visual cues for communicating Fazoli's freshness and value. Product placement and "sales to space" ratios were not optimized to maximize sales and up-sell opportunities.
King-Casey's new design eliminated redundant listings (to free up more space and enhance navigation) and the analysis of sales allowed for an improved placement and sizing of product listings (to increase the sale of popular and high margin items). Brand-proprietary design elements and new product descriptors increased the menuboards brand personality while improving freshness and value perceptions.
Fazoli's management sought to improve and optimize their menuboards as part of the brand's comprehensive Enhanced Service Program, menu overhaul and new restaurant design initiative.
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