Bojangles’ to Debut Dynamic New Restaurant Design in Greenville, South Carolina



Bojangles' to Debut Dynamic New Restaurant Design in Greenville, South Carolina

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First of two ground-up units underway, with three remodels planned in 2017

Bojangles' to Debut Dynamic New Restaurant Design in Greenville, South CarolinaBojangles’ (NASDAQ: BOJA), the iconic restaurant famous for its hand-breaded, bone-in chicken, made-from-scratch buttermilk biscuits and Legendary Iced Tea steeped the old fashioned way, today unveiled its new restaurant design concept aimed at propelling the fast-growing chain to its next stage of success.

Construction has already begun on the first new concept restaurant on Laurens Road in Greenville, South Carolina, where the new store will replace the existing Laurens Road location. The new 3,900-square-foot restaurant will boast a variety of features designed to greatly enhance the customer experience when it opens in early 2017.

Created by renowned San Francisco-based brand strategy, retail and guest experience design firm Tesser, Bojangles’ new restaurant design features a distinctive, contemporary exterior that combines sophisticated materials like brick, tile, and steel canopies. Bold graphics celebrate the brand’s heritage: “Famous Chicken ‘n Biscuits” and “Made from Scratch Since 1977.” Soft lighting and landscaped planters alongside the building and in the drive-thru lane give the restaurant a warm, welcoming feel.

Changes to the restaurant interior are even more dramatic, with the star of the Bojangles’ menu – the made-from-scratch, always delicious, golden-brown biscuit – taking center stage. Upon entering the door and proceeding to the counter, guests will be captivated by a “Biscuit Theater” where they can witness biscuits being made fresh every 20 minutes by a Bojangles’ Master Biscuit Maker. Colored crocks replace steel warming trays to give the food display area a more inviting appearance, with increased use of glass adding to the visual appeal.

In addition to putting Bojangles’ fantastic food in the spotlight, the dining room is also getting a refresh. The new restaurant concept features Wi-Fi, multi-device charging stations, unique high-top community tables, and a variety of interesting seating options to accommodate different-sized groups. New uniforms for all Bojangles’ team members will complete the updated look.

“This new design concept represents our commitment to operational excellence and enhancing the consumer experience at our restaurants,” said Randy Icard, Bojangles’ vice president of construction and development. “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 efforts are already underway to remodel three existing Bojangles’ next year in the company’s hometown of Charlotte, North Carolina – Billy Graham Parkway near Charlotte-Douglas International Airport; South Tryon Street near Arrowood Road; and Steele Creek Road near I-485 in southwest Charlotte. In keeping with the new concept, many of the design elements found in the prototype will be incorporated into these remodels.

“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 Tré Musco, CEO and chief creative officer at Tesser. “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.”

Regular updates about the new Bojangles’ in Greenville, South Carolina, including grand opening news, will be posted on Bojangles.com, Twitter (@Bojangles1977), Instagram (@Bojangles_1977) and Facebook (www.facebook.com/BojanglesGreenville592).

Bojangles’, Inc. is a highly differentiated and growing restaurant operator and franchisor dedicated to serving customers high-quality, craveable food made from our Southern recipes.  Founded in 1977 in Charlotte, N.C., Bojangles’ serves menu items such as delicious, famous chicken, made-from-scratch buttermilk biscuits, flavorful fixin’s and Legendary Iced Tea.  At September 25, 2016, Bojangles’ had 699 system-wide restaurants, of which 301 were company-operated and 398 were franchised restaurants, primarily located in the Southeastern United States.  For more information, visit www.bojangles.com or follow Bojangles’ on Facebook and Twitter.

Since 1993, Tesser has been building powerful brands by focusing on the big picture: 360 degrees of uncompromised thinking on branding and integrated design. As strategic consultants, designers, and branding experts, Tesser helps clients create both long-term brand value and highly effective design programs. Tesser provides a unique mix of strategy, naming and verbal branding, corporate identity, retail design, merchandising, packaging, uniforms and menu board design. For further information on Tesser’s innovative work, visit www.tesser.com.