Bojangles' debuts renovated restaurant concept

Nov. 14, 2016

Where can you go to eat and also get Wi-Fi, multiple-device charging stations, steel canopies and a Biscuit Theater? According to a press release, that's what you'll find at the new renovated locations of Bojangles, beginning next year in the brand's home territory of South Carolina. The chain worked with retail and guest experience design firm, Tesser, to create the new look.

"The restaurant business is more competitive than ever, and smart brands like Bojangles’ are using design strategically to make current customers feel more welcome while appealing to an even broader range of consumers," said Tesser CEO and Chief Creative Officer Tré Musco. "From its bold exterior to the engaging experience of the Biscuit Theater, we anticipate the new Bojangles' restaurant design will be as popular among newcomers to Bojangles' as the brand's most loyal fans."

Guests can witness biscuits being made by Bojangles' master biscuit maker in the Biscuit Theater, and all Bojangles' employees will wear new and improved uniforms.

While forward-thinking was certainly key to the brand's new look, a news release said that Bojangles also knows the value of experience. That's why leadership also called on some other expertise to heighten engagement and refresh the brand in the form of the chain's contingent of experienced franchisees and leadership, according to Vice President of Construction and Development Randy Icard.

"In addition to the design expertise brought by Tesser, we also leveraged the historical knowledge and experience of long-time leaders inside the company, including franchisees," Icard said.

The new look will debut at the Bojangles' location in Greenville, South Carolina in early 2017, according to the release. Additional restaurants are planned to feature the renovation next year, including three units in the concept's hometown of Charlotte, North Carolina.


Topics: Customer Service / Experience, Marketing / Branding / Promotion, Operations Management, Staffing & Training, Sustainability


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