When Buffets, Inc. decided to take its guest experience to the next level, they were the undisputed category leader with some 400 stores and one billion in sales. The goals were clear, elevate the value, quality and freshness perception, leapfrog the competition, appeal to a broader audience without disenfranchising the current guest, and ensure that Buffets could afford, build, apply, operate, sustain and own the new guest experience.
King·Casey thoroughly analyzed the current operation, brand equities, guest experience, competitive stores and market trends as a basis for developing a Strategic Design Platform for change. The essence of the design platform was to develop the food presentation and dining experience as theater with a central Feature Bar and to adopt a contemporary home-style decor. Everything from the identity, to the building, food presentation, seating, small wares and uniforms was addressed.
Buffets, Inc. couldn’t be happier with the guest response from current, lapsed and non-users. The transformed store has challenged the store’s operational capacity, won rave reviews from guests and staff and delivered more than a 20% increase in same store sales.
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