KING·CASEY Branding and Design
Optimizing the Customer Experience for Retail and Restaurant Brands
Buffets, Inc.
The Situation
When Buffets, Inc. decided to take its guest experience to the next level, they were the undisputed category leader with some 400 stores and one billion in sales. The goals were clear, elevate the value, quality and freshness perception, leapfrog the competition, appeal to a broader audience without disenfranchising the current guest, and ensure that Buffets could afford, build, apply, operate, sustain and own the new guest experience.
The Solution
King·Casey thoroughly analyzed the current operation, brand equities, guest experience, competitive stores and market trends as a basis for developing a Strategic Design Platform for change. The essence of the design platform was to develop the food presentation and dining experience as theater with a central Feature Bar and to adopt a contemporary home-style decor. Everything from the identity, to the building, food presentation, seating, small wares and uniforms was addressed.
The Results
Buffets, Inc. couldn’t be happier with the guest response from current, lapsed and non-users. The transformed store has challenged the store’s operational capacity, won rave reviews from guests and staff and delivered more than a 20% increase in same store sales.
The remodeled exterior creates strong "curb appeal" through the design of a signature "homestyle" look.
The optimized buffet food presentation creates a homestyle kitchen look with a variety of buffet stations enhancing food variety. The "halo" effect of design changes was significant.
The remodeled exterior creates strong "curb appeal" through the design of a signature "homestyle" look.
(Click on above image for larger view)