Design and QSR's - ISSUE OF THE MONTH PART 2
Melissa Webber of Holy Cow Design & Advertising tells us how to get it right when transforming the look and feel of your stores.
QSR Media: What does a QSR need to think about if they are about to transform their in-store experience?
Melissa: A QSR needs to consider the first impression that they provide to potential customers. If this impression is a good one, it will create a lasting point of reference for the customer which will transcend what they actually see - this is what will keep them coming back. A strong first impression engages the senses - sight, smell, sound - and also conveys that your restaurant is a specific environment that the customer identifies with or aspires to be associated with.
QSR Media: How can design give a QSR a competitive edge?
Melissa: Good design is a large part of the magic of delivering a good first impression to customers and potential customers. The most successful and fastest growing QSRs have recognised that store design as an extension of their brand is imperative to their customers' instore experience. Several of these have also become known for their design which is testament to its profound effect on the customer.
By commissioning a team of design professionals that know and understand your brand and can work with you to develop it for instore applications, you can create a specific brand 'experience' that is unique and that goes beyond a standard commercial transaction, even if it is still a 'quick service restaurant'.
Good store design encompasses the store signage, the menu boards, the environmental graphics and decorative elements, the furniture and finishes, the lighting, the paint colours and the point of sale material and print collateral. These must all be considered with the brand's style guide and brand values in mind and must not be considered in isolation.
QSR Media: Any notable mentions, both good and bad?
Melissa: The QSRs that design every detail of their store specifically for each individual space provide an impactful customer experience. Those who adopt a 'cookie cutter' approach to their stores are unable to achieve the right kind of ambience for each location as all their outlets seem to be indistinguishable.
We are very proud of our client, Mad Mex, as they are totally committed to every detail of their stores, from the application of their brand to the level of customer service they provide. Having designed their visual identity for them several years ago, we have worked alongside them ever since to develop their well known brand and its application for each new Mad Mex store, hence providing a consistent yet unique instore experience for their growing band of loyal customers.
QSR Media: Any more comments?
Melissa: Never underestimate the power of great design!
