News
Blimpie debuts reimaging program
January 19, 2010
Blimpie has unveiled a new restaurant design that melds the past with the future by incorporating classic, contemporary Americana design concepts.
The restyled Blimpie has a functional, friendly mid-century modern-inspired atmosphere dedicated to delivering delicious, quality food. The redesign features natural-looking décor and architectural elements, including warm lighting and iconic photography displayed on the walls. The vision was developed by Blimpie's design partner 602 Design with mid-century modern design cues taken from Charles and Ray Eames' works.
The new Blimpie look is reminiscent of 1964, the year the chain was established and a well-recognized period in architectural history.
The redesigned Blimpie stores will feature a subtle color palette, light-stained tables and chairs with splashes of bright-colored hues throughout. The classic photography will feature the fabric of everyday American lives, from musical instruments and cars to clothing styles, surfing and more. Natural design elements, such as steel and wood, are integrated into the intrinsic nature of the design itself.
"This innovative design gives Blimpie a revamped look, one that exemplifies the brand's bright future and being America's sub shop," said Kate Unger, vice president of marketing for Blimpie, in a news release. "The design radiates simple and modern style elements that will provide customers with a relaxed, inviting eating environment. Since the 1960s, we've been a part of America's culture. Our photography and elements in-store showcase all of the moments we've been a part of with our customers."
The new design also will save future Blimpie franchisees between $25,000 and $75,000 in build-out costs. Cutting the cost of the build-out is in line with the company's goal of supporting the future of the franchise system by providing efficiencies in any type of economy. Existing franchise units have the option to retrofit their locations with portions of or all of the new design elements.
Reimaging tied to growth
As Blimpie continues to expand the iconic brand, the redesign will further strengthen the company's future and reinforce the goal of providing customers with fresh-sliced deli quality subs along with soups and salads. The first Blimpie location featuring the new look opened Nov. 6 in Happy Valley, Ariz. Locations in Illinois, Florida and New Jersey also have signed on to receive various levels of upgrades. It's estimated an additional 12 stores boasting the new design will open in the coming year.
Blimpie has nearly 1,100 franchised restaurants across the United States and is part of Kahala Corp.'s portfolio of brands.
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