Every major restaurant chain launched with a single store. That single store served as a prototype for the hundreds and thousands of other stores that would follow the concept’s success. Developing a restaurant prototype, then, is a critical ingredient in the recipe for success.
Developing a Restaurant Prototype
Developing a restaurant prototype can also be a component in revitalizing an existing brand. Indeed, sometimes menu changes are not enough to keep a concept fresh in the minds of consumers. Sometimes marketing and advertising campaigns alone are not sufficient to draw diners back to a familiar brand. No, sometimes competing with the scads of new restaurants entering the market means developing a restaurant prototype that reflects the changing needs of fickle diners.
Whether you are developing a restaurant prototype for the first time or developing a restaurant prototype for the second or third time, it is important to approach the process as one that can have a major impact on your eatery’s ability to survive and thrive in a cutthroat landscape. Developing a restaurant prototype that keeps the consumer market in mind can increase same-store sales and average unit volume growth. Of course, developing a restaurant prototype demands strategic planning as part of the overall branding and marketing effort.
Señor Frog’s understood the value of strategic planning in the process of developing a restaurant prototype. When Señor Frog’s opened its first Myrtle Beach store in 2004, the company sought a novel approach that reflected its rebranding effort, complete with a new logo, new signage and a streamlined look.
Señor Frogs’ location in sunny Myrtle Beach inspired designers to develop a restaurant prototype with a beach theme for the 20 by 50 retail space. Developing a restaurant prototype that coincided with the new brand meant laying tile to create the look of water and sand on the floor and building a genuine wood boardwalk inside the restaurant.
Developing a restaurant prototype for the Mexican concept with an American twist also meant presenting diners with more than just a festive restaurant or a well-stocked bar. Señor Frog’s is a full entertainment idea and concept. Guests are entertained from the moment they walk in until the moment they walk out, with a party scene that features nightly entertainment suitable for guests of all ages. Designers had to embrace the intended perception when developing a restaurant prototype.
Designing a restaurant with entertainment in mind required designers to communicate Señor Frogs’ humor. This was accomplished by the calculated placement of giant beer cans and lily pads amid a fun, bright color palate. Crate bin display tables, bamboo ceilings, coconut lights, wood shutters, angled display walls and a circle pattern were also elements designers considered while developing a restaurant prototype for Señor Frog’s.
With construction costs on the rise and strategic real estate locations becoming harder to find, it is critical to approach developing a restaurant prototype or redeveloping a restaurant prototype – with a comprehensive plan that highlights your unique selling point and markets the total package to potential guests. Señor Frog’s was successful in relaunching its brand, complete with a revamped restaurant prototype, that has kept the business on the growth fast track.