Finagle Bakery Café

The Situation

Boston-based Finagle A Bagel sought to broaden its consumer appeal and increase sales through an expanded menu with higher margin lunch and light dinner items. Realizing that more than an expanded menu was needed to achieve these goals, Finagle turned to King-Casey for a complete, turn-key solution.

King-Casey Developed A Proprietary 3-D Branded Solution

King-Casey began by working with Finagle to reposition the brand from a bagel quick service restaurant to a bakery café. Renamed “Finagle Bakery Café”, King-Casey created a new bakery café environment that is a compelling 3-dimensional brand expression of the new Finagle Bakery Café brand positioning and personality. The interior color palette, décor, materials, finishes and fixtures strongly support the new brand positioning while proprietary environmental graphics communicate Finagle’s product quality and freshness benefits.

A COZI® Environment

King-Casey applied its COZI® (Customer Operating Zone Improvement) strategic discipline throughout the new Finagle Bakery Café environment.
Two distinct order and pay zones were created to improve speed of service and throughput during peak times. A limited menu order and pay zone was created to service customers only wanting coffee, bagels and bakery items, and a second order and pay zone was developed to service customers wanting a more complete meal. A separate grab and go beverage zone was created and strategically positioned at the beginning of the entry zone to optimize customer awareness and accessibility.
Product merchandising and messaging has been fully integrated into the new environment and is strategically placed and staged in key customer zones to achieve maximum readability and impact.
Different dining zones were also created to satisfy a variety of customer types, their moods and time constraints.

A Turn-Key Project

King-Casey’s scope of work was comprehensive, ranging from baseline brand research through new prototype restaurant design and overseeing the build-out. Other key tasks included brand repositioning, renaming and interior environment design.

A Tasty Result

The new Finagle Bakery Café prototype store opened in October, 2008. Early results show the new prototype store is selling more high-margin items and is expanding Finagle’s lunch and dinner dayparts. The new bakery café prototype is also generating better business throughout the day than Finagle’s traditional QSR locations.
“King-Casey created a store design that addressed our priorities”, says Laura Trust, Finagle’s President. “Our new design is an inviting, modern and comfortable environment that has strengthened our brand identity. Our products are highlighted better than ever, and our customer throughput at peak times has improved. We are very happy with the way it all came together”, Trust says.

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The new Bakery Café interior provides a warm, social atmosphere in a relaxed café-style dining room.

Strategic customer zones were created to maximize operational efficiencies and improve the customer experience.