Scaling new heights: in an effort to entice customers and improve sales, fast feeders upgrade units and serve up dining environments that are better by design

Nation's Restaurant News, March 10, 2003 by Lori Lohmeyer

This summer Whataburger plans to unveil a new, more contemporary prototype near its Corpus Christi, Texas, headquarters. While details of the new design are not yet finalized, it will feature large split-faced windows, brushed-steel fixtures and blond-wood accents--all intended to recast the quick-service burger chain in a more upscale light.

The 600-unit fast feeder is not alone in its efforts to upgrade its atmosphere. Faced with growing competition from trendier fast-casual rivals and increasingly sophisticated consumers, many chains are betting that more upscale designs will polish tarnished and tired images and help to boost sales.

In the past year McDonald's, Arby's, Carl's Jr., Pizza Hut and Quizno's Sub have been among the chains that have announced major remodeling initiatives. Those companies are changing their color schemes and styles of lighting, seating and landscaping in an attempt to lure customers looking for more comfort and style.

While many restaurant designers note that restaurant appearance is only one of the problems plaguing the quick-service segment, most say that it is essential for fast-food chains to upgrade their looks to stay competitive.

"I think [quick-service chains] see they're losing business to fast casual, and they have to do it in order to survive," says Harlan R. Faust, founder of Omaha, Neb.-based FHA Architects. Faust's portfolio includes work for numerous restaurant chains, including Godfather's Pizza and Bruegger's Bagel Bakery.

Quick-service officials agree.

"As we venture into new markets, we understand the interest and needs of developers are evolving," says Todd Coerver, Whataburger's director of operations. "We decided to create a restaurant prototype design that would reflect the values and attributes of our brand but also offer a current, contemporary design."

Whataburger, known for its made-to-order burgers and signature A-frame architecture, will incorporate elements of its history into the new design. But the new design is expected also to include more windows and an improved drive-thru operation. The chain, which began franchising aggressively in 2001, has 72 new development deals on tap throughout the Southeast that could benefit from the new unit design.

Carl's Jr., a subsidiary of Santa Barbara, Calif.-based CKE Restaurants Inc., recently launched its new prototype in Downey, Calif. With a focus on improving its drive-thru experience for guests, the new exterior design features extensive landscaping and offers increased visibility into the restaurant's interior.

The new prototype also features a soaring roof and a yellow and gray color scheme. Two canopy wings project through the storefront and reflect natural daylight into the dining area. The interior of the restaurant has an open, contemporary atmosphere, and skylights help provide a large portion of lighting during the day.

Officials at the 981-unit chain say they have plans for remodeling the interiors of up to 40 existing restaurants and will use the prototype as an option for new restaurants.

"Carl's Jr. has raised the bar on quick-service-restaurant building design and the entire fast-food-dining experience," says Renea Hutchings, executive vice president of development and franchise sales for CKE. "The intent would be to move to a more upscale environment in some fashion. Clearly, the new prototype is more upscale than what we've had in the past," she adds.

The 3,200-plus-unit Arby's chain, based in Fort Lauderdale, Fla., is testing a new prototype with a more upscale dining room, which includes a glass atrium and Italian pendant lighting as well as an assemble-to-order kitchen intended to improve food quality. Dubbed Arby's "Restaurant of the Future," the prototype, located in Allentown, Pa., has upholstered seating in the dining room and a self-service sauce bar.

Also looking to create a niche in the emerging fast-casual category, Pizza Hut introduced a new prototype intended to accommodate the multibranding efforts of Louisville, Ky.-based parent Yum! Brands Inc. and also intended to help rebuild the Pizza Hut brand.

The new Pizza Hut prototype, which debuted in late January in Columbia, Tenn., features a larger dining room made warmer with softer lighting. Exposed ceiling beams, brick accents and wooden floors are intended to exude a casual-dining atmosphere, according to Pizza Hut officials.

The freestanding prototype also abandons the use of Pizza Hut's traditional pitched red roof, although the company's logo will continue to feature the "red hat." Top-lit red awnings above the windows, red-brick accents and enhanced landscaping are intended to enhance curb appeal. Other Yum brands, such as Taco Bell and KEC, easily can be added to the building.

"They've [quick-service chains] realized that it's not just the product offering that has to be right," says Kyle Kieper, vice president of Cincinnati-based FRCH Design. "It has to be a whole lot more."

Kieper says improving the dining space by replacing fluorescent lights and adding carpeting and upholstered seating can help to improve the quick-service dining environment.