Chick-fil-A
Modern Pioneers
Chick-fil-A has been pioneering the fast and casual dining experience since 1947. It is a company that has a strong connection to it’s history, but also moves with the times and constantly evolves. The college generation has this in common with Chick-fil-A, they are the trail-blazers of the new era. The design concept ”Modern Pioneers” focuses on this common connection between guest and host. It Incorporates fresh ideas while still keeping an eye on Chick-fil-A’s proud history. The design creates an experience that is both familiar and new.
Design Considerations
This design was driven by two forces, the needs and wants of the Chick-fil-A franchise, and that of the college demographic. Here is A quick glance at what was taken into consideration for each.
Chick-fil-A College students
IDEAL LOCATION MEANINGFUL USE OF ICONIC RED PERSONAL TOUCHES CLEANLY DESIGN CONNECTION TO HISTORY DEMOGRAPHIC AWARENESS TECHNOLOGY FOCUS ON FRESHNESS AND QUALITY AWARENESS
IDEAL LOCATION TRANSPARENCY/MORE FACTS SNACKS/SMALL BITES COMMUNAL DINING CASUAL “HANG OUT” SPACES SUSTAINABLE DESIGN HIP ATMOSPHERE INTEGRATED TECHNOLOGY LOCAL AWARENESS
Pacific Beach
or PB (As the locals call it) is well known for being San Diego’s epicenter of college life. Right in the middle of the cities largest schools, UCSD SDSU and USD , Pacific Beach is the main stomping ground for San Diego’s 157,294 college students. There is always something to do in this quintessential California beach community. During the day students and tourists alike shop in beach side boutiques, ride bikes along the pier or surf and play in the sand. Many college students come here because it gives them a chance to get off campus and relax, while not having to travel too far from school. Additionally, many students live in PB rather than in the dorms on campus, so this is an exciting meeting place for friends who live off and on campus. Pacific Beach comes alive at night with some the cities most popular restaurants and bars. Right on the corner of the famous Garnet Avenue and Mission Boulevard, the location is in the center of the action in Pacific Beach. These two streets have the heaviest amount of foot-traffic day and night. With it’s dedication to using fresh ingredients, love for the community, and employees that treat you like family, Chick-fil-A is a perfect fit for this bustling , sea side community.
UCSD
SAN DIEGO
LA JOLLA
PACIFIC BEACH
Chick-fil-A
USD
La mesa
SDSU OCEAN BEACH
Why Go Off campus?
One may think if you are trying to attract college students, you should put your location on campus, however, todays students are not the typical young diners we are used to. Recent studies show that more and more college students are choosing to opt-out of campus meal plans because they are largely overpriced. Students can save money by budgeting their own meals, this means that off campus dining is becoming more popular with the generation. Additionally, campus dining doesn’t usually offer the variety or dining experience that students are looking for, which means that they are traveling off campus more often for their meals.
Floor Plan and Materials
Materials WALK-IN FR.
WOMENS BATH.
1
2
3
4
MENS BATH. STORAGE
COMMUNAL SINKS WALK-IN REF.
5
SHOW KITCHEN
SEATING
6
SEATING
POINT OF SALE
Sustainable Finishes
College students care about the environment and so does Chick-fil-A. 1. Reclaimed wood communal tables. 2. Recycled concrete flooring. 3. Luum Fabrics “Fundamentals” on chairs. Made out of 100% recycled material.
4. Reclaimed wood statement wall. 5. Anzea Textiles “Mammoth Deception” faux leather on booths. Made in the US. Free of harsh chemicals. 6. DuPont Corian counter tops.
Digital Natives
Todays college students want to have constant connection to their mobile devices. Because of this, they are more willing to go to a place that gives them that contact. The Dupont Corian Charging surface is the perfect way to keep guests connected. The transmitter is hidden from view and wirelessly charges tablets and phones. Guests sitting at the bar will be able to enjoy their meal while simoltaneulsy getting some battery power. Another piece of integrated technology is the Square point of sale system. This system will be familiar to guests because it is on a tablet, and has a seamless interface. Another aspect to keep in mind is that Chick-fil-A will not only be having young adults as guests, but also as employees. Rather then having cumbersome and outdated POS systems that require training; the Square POS system is designed in a way that new tech savvy employees will already understand. This means less time spent on training employees.
Dupont Corian Countertops
Square POS System
Graphic Design Aesthetic
The graphic aesthetic is meant to denote a “home made” feeling to reflect the fact that many of Chick-fil-A’s menu items are prepared in-house. Chick-fil-A also has a playful culture that the guests are receptive to. The loose simplicity of the graphic objects echo’s that carefree culture and hints at a bit of history. The signature Chick-fil-A font is still present, however, a new body font has been chosen. This “Lemon Yellow Sun” font, compliments the lighthearted home-made nature that the other graphic elements lead with. And finally the color pallet was kept simple in order to draw attention to what is important and offset the looseness of everything else. Red, black and white, is a classic color palette that creates a strong message. HAND DRAWN OBJECTS
COLOR SCHEME Signature Red
Clean White
Strong Black
TYPE FONT
Chick-fil-A LEMON YELLOW SUN
ChickLemon Yellow Sun
College Eats
Todays’ college students are constantly juggling classes, studying, social life and jobs. This means that their eating habits are very different from other generations. Many of them are no longer sitting down and having three square meals a day, but rather snacking throughout. Welches Global Ingredient Group recently commissioned a survey that found that 92% of Millennials replace meals with snacks at least once a week. Chick-fil-A already has perfect options for a snack menu, so there is no need to add new food items. It is simply a matter of giving them their own designated place on the menu, so guests know where to go when they just want a “bite”. Here is an example of an updated menu aesthetic with the “BITES” section added in. The graphic style of this menu is in-keeping with the history map on the north wall. The menu itself will be printed on environmentally friendly recycled paper.
Bites
Chick-fil-A
HASH BROWN BITES CHICK-N-MINIS
BITE-SIZED NUGGETS NESTLED IN WARM, MOUTH-WATERING MINI YEAST ROLLS.
SUPERFOOD SALAD
BROCCOLINI AND KALE, TOSSED IN A TANGY MAPLE VINAIGRETTE AND TOPPED WITH FLAVORFUL DRIED SOUR CHERRIES AND ROASTED NUT BLEND.
BREAKFAST YOU ARE UP WITH THE BIRDS AND SO ARE WE!
egg white grill
grilled chicken,stacked with freshly cooked egg whites and American cheese, served on a toasted English muffin.
GREEK YOGURT PARFAIT
CREAMY VANILLA GREEK YOGURT WITH FRESH STRAWBERRIES AND BLUEBERRIES, TOPPED WITH YOUR CHOICE OF OUR OWN HARVEST NUT GRANOLA OR CHOCOLATE COOKIE CRUMBS.
BUTTERED BISCUIT
A delicious buttermilk biscuit baked fresh at each Restaurant. Served lightly buttered or plain.
SUNFLOWER BAGEL A TOASTED BAGEL SERVED PLAIN OR WITH CREAM CHEESE.
menu
Food Map
IA RN IFO CAL
$1.89 130 cal
MEDIUM $2.15 220 cal
LARGE
$2.55 300 cal
KIDS
$1.05 130 cal
CLICK MARKER TO LEARN MORE! FOOD MAP
A boneless breast of chicken seasoned to perfection, hand-breaded, pressure cooked in refined peanut oil and served on a toasted, buttered bun with dill pickle chips. Gluten-free bun or multigrain bun also available at an additional cost.
CHICKEN STRIPS
CRISPY POTATOES COOKED IN CANOLA OIL.
FRUIT CUP
SMALL
ORIGINAL CHICKEN SANDWHICH
MINI NUGGET MEAL
FRUIT MIX MADE WITH MANDARIN ORANGES, STRAWBERRIES, BLUEBERRIES AND RED AND GREEN APPLE PIECES,
Fresh Lemonade
GENEROUS PORTIONS GARAUNTEED TO FILL YOU UP.
BITE-SIZED PIECES OF TENDER CHICKEN BREAST PAIRED WITH HALF A BISCUIT.
THE INCREDIBLY DELICIOUS MENU
Beverages
ENTRÉES
NOT THAT HUNGRY? HERE ARE SOME SNACK SIZED MORSELS.
TENDER CHICKEN BREAST STRIPS ARE MARINATED IN SPECIAL SEASONINGS, HAND-BREADED AND PRESSURE COOKED TO PERFECTION REFINED PEANUT OIL.
CHICKEN COOL WRAP
SLICED GRILLED CHICKEN BREAST, GREEN LEAF LETTUCE WITH SHREDDED RED CABBAGE AND CARROTS AND A BLEND OF SHREDDED MONTEREY JACK AND CHEDDAR CHEESES, ROLLED IN A FLAXSEED FLAT BREAD. SERVED WITH AVOCADO LIME RANCH DRESSING.
GRILLED CHICKEN SANDWHICH
A BONELESS BREAST OF CHICKEN, MARINATED WITH A SPECIAL BLEND OF SEASONINGS AND GRILLED FOR A TENDER AND JUICY BACKYARD-GRILLED TASTE, SERVED ON A TOASTED MULTIGRAIN BUN WITH GREEN LEAF LETTUCE AND TOMATO. SERVED WITH HONEY ROASTED BBQ SAUCE. GLUTEN-FREE BUN ALSO AVAILABLE AT AN ADDITIONAL COST.
BEVERAGES wet your whistle with these thirst quenchers.
SWEET TEA
FRESHLY-BREWED EACH DAY FROM A PREMIUM BLEND OF TEA LEAVES. AVAILABLE SWEETENED WITH REAL CANE SUGAR OR UNSWEETENED.
fresh lemonade
Made-from-scratch daily at each Chick-fil-A Restaurant using freshly squeezed lemon juice extracted from real lemons.
DASANI WATER
PURIFIED WATER THAT IS CAREFULLY DESIGNED AND ENHANCED WITH MINERALS FOR A PURE, FRESH TASTE
COCA-COLA
YOUR FAVORITE SWEETENED SOFT DRINK.
back
Lemon Drop Farms temecula, California
DESSERT TASTY TREATS TO SATISFY YOUR SWEET TOOTH!
CHOCOLATE CHUNK COOKIE
WARM, GOOEY CHOCOLATE CHUNK COOKIES ARE BAKED FRESH EVERY DAY. THEY HAVE DARK AND MILK CHOCOLATE CHUNKS, ALONG WITH WHOLESOME OATS FOR AN OLD-FASHIONED TOUCH.
ICEDREAM CONE
A DELICIOUS, DAIRY TREAT WITH AN OLD-FASHIONED VANILLA TASTE.
FROSTED COFFEE
A delicious hand-spun treat that combines our custom blend of cold-brewed coffee with our famous vanilla Icedream
Food Map
The “Food Map” is a new addition to the Chick-fil-A mobile app. Like the show kitchen, this caters to the idea that college diners want more facts about their food. In fact, around 80% of college-age diners want to know more about how their food is grown. In this app addition, customers will be able to “map” certain items on the menu. In the example above, a customer is looking into the orchard that Chick-fil-A’s lemons come from. This is meant to be a playful, interactive tool that creates conversation and ties into the idea of “freshness and quality”. Letting guests ”in” a simple thing like this, creates trust and makes them feel as if they are part of the Chick-fil-A family.
Proud History
From the invention of the Chicken Sandwich in 1964, to the Peach Bowl in 1996 and on, the Chickfil-A brand has a proud past. This history is important because it allows customers to connect to Chick-fil-A on a personal level. Seeing Truett Cathy’s legacy, and his accomplishing the “American Dream” is an inspiring story to share with guests. The “History Path” pictured is Chick-fil-A’s new way of showcasing its past. The hand drawn aesthetic hints at the humble beginnings and the playful culture of the Chick-fil-A brand. With the logo glowing neon in the center of the path, it creates a cohesive image that describes the Chick-fil-A journey.
it’s in the details
This last illustration serves two purposes. The first, is that it completes the map and gives it a personal touch. The second, is that it gives the space a sense of community. Todays college students are not fond of franchise restaurants that look like they came off a factory line; they want the restaurant design to show that it knows where it is and cares for the local culture. When Chick-fil-A is scaling this map out to other locations, all it has to do is change this last illustration to reflect the community.
Seeing is Believing
Freshness and quality is one of Chick-fil-A’s driving principles. Todays college students are children of the information age. They grew up having unfettered access to all of the worlds restaurant horror stories; Because of this, they are a tad skittish and skeptical of fast food restaurants. They want transparency, they always want to know “whats going on back there”. So, how do you convince a generation of skeptics that the food is ACTUALLY fresh? Simply let them see it. This is where the idea for a show kitchen comes into play. It takes all of the mystery and conjecture out of the dining experience and lets customers focus on freshness and quality. The kitchen also doubles as an amazing marketing tool that Chick-fil-A is currently not taking advantage of. Letting customers see employees squeezing lemons, pulling fresh baked cookies out of the oven, even preparing real chicken breasts, creates unparalleled customer loyalty. The show kitchen also brings in an element of entertainment and creates conversation, which is vital to the overall energy of a dining space.
Iconic Red
In this design, red comes alive and acts as a Chick-fil-A employee. The red says, “Come in”, “Have a seat”, and “Welcome to Chick-fil-A”.
“Welcome to Chick-fil-A” And finally, the logos on the north wall and behind the front counter serve as marketing tools while proudly announcing that everyone is welcome.
“Come In”
The red hexagonal tiles inset into the concrete, come out into the sidewalk to pull guests into the establishment, the tiles continue into the space and surround the show kitchen.
“Have a Seat”
The seats are an inviting red that lure people in and have them stay a while.
Communal Dining
College students are constantly clamoring for more social interaction and a place that offers a closer connection to the community. For this reason, communal dining is extremely popular among young adults, they have the attitude that “strangers are just friends you haven’t met yet�. Additionally, communal dining is a win-win for chick-fil-A because it is a more compact use of space, which means more covers in a smaller surface area. Having communal tables and people sitting closely also creates an infectious energy that pulls more people into the restaurant.
Easy Breathing
Like the current flower vases on each table, this feature gives young adults the connection to nature they are always looking for. They are aware of the environment and how it impacts the earth and their health; Because of this, “Green Walls” are very popular with the group. There have been many studies that show green walls improve indoor air quality, and have an immense effect on peoples morale. This large living wall makes a statement that Chick-fil-A is always ready to innovate and improve with the times. Additionally it is an exciting way to express the Chick-fil-A logo other than using red and white. It has a duel purpose, in that it will draw guests attention to the stairs and thus, pull them up to the rooftop lounge. Lastly, college-age students are always looking for that next “Insta Pic”. Green walls are a popular thing to photograph because they are beautiful and provide good backgrounds. Having a green wall is an excellent way to ensure that guests will want to connect with Chick-fil-A on social media and share about their experience there.
Casual Space
In addition to communal tables and other traditional dining configurations, the college demographic also wants places to “chill”. The rooftop lounge serves as a casual social hub where friends can relax and enjoy the ocean view while sipping on sweet tea or fresh lemonade. This will be another amenity that brings guests attention to Chick-fil-A and pulls them into the establishment.
Sun Sails
The motorized Sun Sails that shade the rooftop terrace track the suns movement and move with it, which means they are always providing maximum shade. This is another example of how Chick-fil-A can integrate technology into it’s design.
“It’s been my pleasure”