CONTENTS Process of how Empire’s existing business model led my design decisions in creating a portable biergarten.
i: Context I: Brand Guidelines II: Inspiration III: Exterior IV: Interior V: Menus VI: Rendered
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CONTEXT
I
BRAND GUIDELINES
FONTS TRADE GOTHIC TRADE GOTHIC TRADE GOTHIC
BREWING COMPANY
META PRO META PRO META PRO
EMPIRE
HANDCRAFTED ALES AND LAGERS
SIGNATURE
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PHILOSOPHY Empire has a business model that revolves around creating a sustainable culture. They source all their food from local Central New York farmers and host many local events. Although Empire is locally and nationally known, its owner and founder, David Katleski, does not want to make the resturant into a chain. He wants to keep everything close to home in Syracuse and bring more tourists in to enjoy the beer and the city. They have two locations as of right now and although their beer is shipped internationally - all the way to China - their distribution chain does not go past the East Coast in the U.S.. Empire has really great food, but they are known mostly for their award-winning beers. I want to create a food and beer truck that would tour around and bring Empire’s homestyle cooking to other people’s homes.
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II
INSPIRATION
Cazenovia’s location is self-serve compared to Armory Square’s heavily waited staff. This creates a more informal environment for their customers.
Cazenovia’s location only acts as a restaurant four days out of the week. It is connected to where their beer is brewed right next door. While customers drink, they can literally see where their beer came from. Empire reuses and transforms objects into functional props that are part of its restaurant’s overall personality.
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Each order is given a specific number and food arrives at the table after a wait of about ten to fifteen minutes. I talked to some of the staff and their reasoning behind the difference in scenery is so that customers can properly enjoy their beer and company with little to no interaction with staff. Most craft wineries and breweries have similar set-ups.
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FOOD TRUCK: CABLE CAR
I took inspiration from a cable car because the open part of the car can be used as a small ‘biergarten’ hang-out area. Customers would be able to grab a beer and hang around the car with their friends.
http://landofmachines.com/category/train/
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PORTABLE BIERGARTEN
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http://www.la5day.com/interior-design/1843/bar-and-restaurant-design-ideas-barand-restaurant-design-ideas-urban-restaurant-interior-design-ideas
III
EXTERIOR
Outdoor area
Order window
Self-serve
Food menu
Beer menu 10
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IV
INTERIOR
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5.2 ft
1.3 fft 1
1.3 fft 1
1.3 ft f
1.3 ft 1 f
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1 1.3 fft
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1.3 ft 1 f
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MENUS
BEER MENU The beers available on tap are switched out daily. If customers do not want to pour their own beer, there are bottled beers available in the truck’s fridge that can be sold.
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FOOD MENU Since there is limited space within the truck, the food menu consists only of food that can be made either on stovetop or oven.
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VI
RENDERED
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