Check out before and after photos of Bojangles' reimaging efforts.
Bojangles’ Restaurants Inc. will continue with business as usual despite its impending sale by parent company Falfurrias Capital Partners.
Part of that business entails a completion of its reimaging program that began about six years ago. The effort has since been expedited to include the revamping of about 20 company stores per year, as well as many franchised units.
A majority of Bojangles’ units – about 65 percent – now reflect the new prototype, with a systemwide completion expected by 2012, according to Claude Clark, the chain’s director of engineering and construction.
Elements of the upgrades include a new logo and exterior signage, upgraded customer contact points, updated interior design and energy-efficient details.
“Most of (the reimaging effort) comes from us trying to be better stewards of energy. We upgraded all the lighting to LED and removed all of the older fluorescent lights. We also got rid of high-use items and installed more efficient HVAC systems,” Clark said. “(Energy efficiency) was very important to us when we started with the project.”
Aside from the company’s green efforts, upgraded Bojangles’ restaurants also feature a modern, spacious interior centered on warm colors– a far cry from its circa-1990s bright, busy atmosphere.
“We went from having this festive space, with confetti designs, to a more casual and comfortable concept,” Clark said. “We use earth tones throughout the stores, and we incorporated wood – natural oak – and nature elements and got away from the metal.”
Additionally, whereas Bojangles’ dining rooms used to be segmented by glass panel partitions, that space is now completely open.
“When a space is open, it makes it feel bigger and more comfortable. We just wanted to take down some of the obstacles and perhaps make our guests feel more secure,” Clark said.
Speaking of security, Bojangles’ units are also getting an equipment upgrade, including the installation of video camera systems in each store.
“We did not have them in all of our restaurants before this program, but we believe this is the right time to do it,” Clark said. “It’s mostly for peace of mind and security measures, but we’ll also use the systems to provide opportunities for training.”
Another training opportunity with the remodeling project comes from the chain’s drive-thru component. Upgraded models include new wireless headset systems that are run on a digital platform and offer a clearer sound system and noise reduction capabilities.
“This new system installation is the right thing to do for customers,” Clark said. “This allows us to offer the best drive-thru service we can.”
The ROI of a makeover
Very few Bojangles’ units will require a complete knock-down, rebuild. Also, the remodeling efforts are being done overnight, so few will be forced to close during regular business hours. The projects take two weeks on average and cost about $150,000 to $175,000.
The price tag for any remodel may initially seem steep, but the potential for a makeover-induced ROI is strong.
“While (privately held) Bojangles’ does not disclose specific financial information, the return on investment on our remodels is significant,” said John Jordan, Bojangles’ chief financial officer.”
The company’s energy-efficient upgrades alone should provide some measurable benefits.
But sometimes it’s the intangibles that make all the difference. Joe Dyer, a Savannah, Ga.-based franchise operator who was among the first in the system to implement the new prototype, served more than 10,000 customers during his first week of business, making it the highest-volume Bojangles’ store in the country. He attributed much of this success to an inviting exterior, saying “appearance is everything.” Clark believes the program is a boon, as well, and will ultimately contribute to a positive bottom line.
“We have very loyal customers, and they get excited about these upgrades. They look forward to seeing these changes,” Clark said. “We’ve gotten a lot of feedback from customers so far who are happy about experiencing this nice, new space to enjoy their meals.”
