Research
Food
Design
Food Advertising Bob Evans Timelines Mapping Bob Surveys
Field Notebooks Axonometrics Menu Comparisons
Downtown Grab-and-Go The Breakfast Party Food Truck Hub BE Grocery Store The Gastropub
BE:2020 Redesigning Bob Evans Restaurants for the Millennial Generation
“We treat strangers like friends, and friends like family.” OHIO STATE UNIVERSITY
KNOWLTON SCHOOL OF ARCHITECTURE Design Research Studio Spring 2014 K n owl to n S ch o o l o f Ar chi tectur e Vert i c al s t udi o S pring 2014
Research
Food
Design
Food Advertising Bob Evans Timelines Mapping Bob Surveys
Field Notebooks Axonometrics Menu Comparisons
Downtown Grab-and-Go The Breakfast Party Food Truck Hub BE Grocery Store The Gastropub
BE:2020 Redesigning Bob Evans Restaurants for the Millennial Generation
OHIO STATE UNIVERSITY
KNOWLTON SCHOOL OF ARCHITECTURE Design Research Studio Spring 2014
Acknowledgments Studio Critic, Primary Investigator
Student Participants
Karen Lewis, Assistant Professor of Architecture
Alison Bartholomew Amy Carbone Chris Carbone Enio Dajko Melody Funkhouser Rachael Hissom Julie Klosterman Devin Lazor Rachel McGinnis Sidharth Ramamurthy Taylour Upton Julie Vash Diana VanCak Cheyenne Vandevoorde Lu Zhou
Bob Evans Corporation Andrew Hubbard, Director of Design Many other people, departments and executives were part of this collaboration. Many thanks to everyone at Bob Evans for their generous intellectual, creative and financial gifts to support this academic effort. This studio and book was made possible through a generous donation from the Bob Evans Corporation.
Fast Casual Architecture
Table of Contents
This studio is a design partnership—between the Knowlton School of Architecture and the Bob Evans Corporation. Bob Evans wants to reach out to a new customer base—one that is younger and can grow with the company. In looking at new markets, Bob Evans also wants to know how to reconfigure its restaurant for new locations—spaces where there is a younger demographic: college towns, urban centers, revitalized cities, for example. With these new sites in mind, how does the traditional Bob Evans Restaurant—a freestanding box, located in suburbia and near highwaystransform to fit new markets? How is the Bob Evans restaurant experience redesigned to capture a younger demographic?
I. Studio Research
8
Food Advertising Bob Evans Timelines Mapping Bob Surveys
II. Restaurant analysis
60
Fast Casual Gourmet Grocery Local Organic Neighborhood Sit Down
III. Prototypes 90 Downtown Grab-and-Go The Breakfast Party The Food Truck Hub The Grocery Store The Grastropub
Restaurant Comparisons BOB EVANS
PANERA BREAD
NORTHSTAR CAFE
PHASE ONE: ENTER RESTAURANT
PHASE TWO: ORDER FOOD
ENGAGE MENU WHILE STANDING IN LINE
ORDER AND PAY FOR FOOD
Dining: The Experience Choosing where we eat is a major part of how we form our daily experiences. Eating reflects our personal tastes, the choices of where we want to spend money, and with whom we share our time. Time, atmosphere, money and friends influence our choices. Of these factors, what do we prioritize? We investigated three types of dining establishments: the fast/casual restaurant, a local cafe, and Bob Evans. Through our research we found the interactions with the restaurant staff establishes an atmosphere and tone that influences the way we perceive our meal. Having the freedom to sit, eat, and relax at our own leisure to preferred to dining under the constant watch of a server or staff member. When dining out, we value our independence.
FAST FOOD / FAST CASUAL
PHASE ONE: ENTER RESTAURANT
PHASE TWO: ORDER FOOD
ENGAGE MENU WHILE STANDING IN LINE
ORDER AND PAY FOR FOOD TIP AT THE BEGINNING
CASUAL CHIC LOCAL CAFE
PHASE ONE: ENTER RESTAURANT
WALK IN AND FIND HOST
SEE HOST
BE SEATED
MENU WATER
BOB EVANS RESTAURANT
SILVERWARE
PHASE THREE: RECEIVE FOOD, FIND YOUR SEAT
PICK UP FOOD
PHASE FOUR: LEAVE OR STAY
CARRY YOUR OWN FOOD SELECT YOUR OWN BEVERAGE
SELECT YOUR OWN SEAT... ...OR LEAVE RIGHT AWAY
CLEAR YOUR OWN TABLE LEAVE AT YOUR LIESURE
TWO INTERACTIONS WITH ONE / TWO PEOPLE
PHASE THREE: FIND YOUR SEAT, WAIT FOR FOOD
PHASE FOUR: ENJOY YOUR EXPERIENCE
SELECT YOUR OWN BEVERAGE
LEAVE AT YOUR LIESURE
SELECT YOUR OWN SEAT... FOOD IS BROUGHT TO YOU
“IS THERE ANYTHING ELSE I CAN BRING YOU?”
TWO INTERACTIONS WITH TWO DIFFERENT PEOPLE
PHASE TWO: ORDER FOOD, WAIT FOR FOOD, RECEIVE FOOD
THREE: PAY AT THE COUNTER
FOUR: EXIT
MENU FOOD DRINKS FOOD
TIP PAY
“NO RUSH, BUT HERE IS YOUR CHECK” “YOUR COLESLAW AND BREAD IS COMING SOON” “DOES THIS COMPLETE YOUR ORDER?”
WAIT IN LINE TO PAY
PAY FOR MEAL
“DO YOU WANT TO BUY SOME COOKIES FOR THE ROAD?”
TEN INTERACTIONS WITH SIX DIFFERENT PEOPLE
8 BE2: BOB EVANS RESEARCH STUDIO
Research
Research ADVERTISEMENTS from 1900–present
MAPS GIS and Esris data
TIMELINES historical analysis
SURVEYS peer review and input
9 SPRING 14
10 BE2: BOB EVANS RESEARCH STUDIO
Research
Advertising sets the tone. ADVERTISEMENTS Ladies Home Journal Time Magazine Ohio State Archives
The studio collectively researched how Bob Evans has been represented via its advertising from the 1950’s to present. Simultaneously, we also looked at other food and restaurant advertisements in popular American magazines: Time and Ladies Home Journal. Through these images we asked questions about the cultural role of family, entertainment, farming, and food. These advertisements uncover themes, values, shifts in culture that reveal our relationship to food.
11 SPRING 14
1900–1919
1900–1919
1920–1939
1920–1939
12 BE2: BOB EVANS RESEARCH STUDIO
1940–1949
1940–1949
1950–1959
1950–1959
13 SPRING 14
1960–1969
1960–1969
1970–1979
1970–1979
14 BE2: BOB EVANS RESEARCH STUDIO
1980–1989
1980–1989
1990–1999
1990–1999
15 SPRING 14
FAMILIES
1940–1949
1980–1989
FRESHNESS
1920–1939
1990–1999
16 BE2: BOB EVANS RESEARCH STUDIO
Research
DESIRE
1940–1949
1980–1989
BIG BITE
1950–1959
1980–1989
17 SPRING 14
FEMININITY
1900–1919
1950–1959
WOMEN COOKING
1920–1939
1960–1969
18 BE2: BOB EVANS RESEARCH STUDIO
Research
KITCHENS
1950–1959
1990–1999
FARMS
1920–1939
1990–1999
19 SPRING 14
20 BE2: BOB EVANS RESEARCH STUDIO
Research
Learning from the past. TIMELINES Bob Evans Brand Evolution of Food Fast Food Nation
Timelines were produced to understand the history of Bob Evans as it relates to cultural, technological and economic shifts in the United States. We worked in groups to produce four different timelines, each displaying different relationships between the history of Bob Evans Restaurants and different cultural trends in food production, technology and dining.
Farm Fresh
21 SPRING 14
TIMELINE
Bob Evans’ Brand QUESTIONS
Bob Evan’s Machine
How has Bob Evans changed? theare comparable trends in food convenience? what BE2 Studio | K. Lewis Taylour Upton Rachael Hissom Cheyenne Vandevoorde
“Pick the Pink One”
4.7 million
3.1 million
Opens Terminal Steak House Robert Evans is born in Sugar Ridge, OH
1940
1918
Buys first restaurant, Malt Shop
Starts Bob Evans Farm Inc.
1946
1948 Begins making own sausage
Begins expansion of Bob Evans company
1953
1950
First sausage plant opens in Xenia, OH
Begins airing TV commercials from the kitchen
1957
1961
1956
Expands to 14 delivery trucks, delivering to 1800 locations
The Sausage Shop opens, Unit #1
Bob Evans Corp. goes public
1964
1963
Chillicothe unit opens as a Burger Joint style eatery
Advertising targets family and adults
1968
1970 Continues expanding through Ohio
Expands to other states
1975
Senior’s Menu introduced
1983 100th Unit opens
1985
1987 Acquires Owen’s Foods, from Texas Voted #1 Family Restaurant in Consumer Reports magazine
After being ill recieved, unit is rennovated over a weekend, with success
“Bob Evans, Farm Sausage”
1940 Kellog’s Rice Krispies Ladies Home Journal
22 BE2: BOB EVANS RESEARCH STUDIO
1960 Campbell’s Soup Ladies Home Journal
“We’ll Bring the Farm to you”
1970 Pepsi-Cola Time Magazine
Comfort Food Movement
Fast Food, Fondue, Box Dinners
Foreign Influence
Hearty, Convenience
Rationing Ingredients
“Down on the Farm”
“T
Research
720.9 million 1.3 billion 1.6 billion revenue USD
52.8 million
766.9 million
“Taste of the Farm”
720.9 million net profit USD
27.7 million
540.9 million
554.3 million
“Farm Fresh Goodness”
“Come See What’s Cooking” Launch food service division
Start of 3 year rennovation plan
Launches General Stores in response to Cracker Barrel
1992 First Cantina del Rio opens
1991
“Small Town“ resturants are launched
1993
1994 300th Unit opens
Frozen Entrees available in stores
1995
1996 All 14 Cantina del Rios are closed
Addition of Carry Home Kitchens and Corner Cupboards in resturants
2002
1997
refridgerated potato line is launched
Start pf 8 year furniture and equipment replacement plan
2003
2010 Farm House Feast concept is tested
Almost 600 units open
now
“Down on the Farm”
Country Lite Sausage, a lower fat option, hits grocery stores
Taste of Good Country Living”
Curbside Carry-Out is introduced
Sustainable, local Bulk, Namebrand
1988
1990
“Dinner Sensations“ is launched in attempt to bring back customers
“We’re Family“ theme in advertising
Bigger and Faster
200th Unit opens
New prototype is launched
400th Unit opens
New resturant prototype to accomodate smoking and non-smoking
1991 Burger King, Whopper Time Magazine
1995 Starbucks Coffee
23 SPRING 14
2010 Del Monte Ladies Home Journal
27.7 million
554.3 million
“Pick the Pink One”
4.7 million
1964
Advertising targets family and adults
Chillicothe unit opens as a Burger Joint style eatery
1968
1970
Expands to other states
Continues expanding through Ohio
1975
Senior’s Menu introduced
1983 100th Unit opens
1985
1960 Campbell’s Soup Ladies Home Journal
1987 Acquires Owen’s Foods, from Texas Voted #1 Family Restaurant in Consumer Reports magazine
After being ill recieved, unit is rennovated over a weekend, with success
200th Unit opens
1988
1990 Start of 3 year rennovation plan Start pf 8 year furniture and equipment replacement plan
Country Lite Sausage, a lower fat option, hits grocery stores
“We’ll Bring the Farm to you”
Comfort Food Movement
Fast Food, Fondue, Box Dinners
p.
Bob Evans’ Brand
1970 Pepsi-Cola Time Magazine
24 BE2: BOB EVANS RESEARCH STUDIO
“Taste of Good Country
1.3 billion
Research 52.8 million
766.9 million
“Come See What’s Cooking” Launch food service division 400th Unit opens
New resturant prototype to accomodate smoking and non-smoking Launches General Stores in response to Cracker Barrel
1992 First Cantina del Rio opens
1991
“Small Town“ resturants are launched
1993
1994 300th Unit opens
Frozen Entrees available in stores
1995
1996 All 14 Cantina del Rios are closed
Addition of Carry Home Kitchens and Corner Cupboards in resturants
2002
1997
refridgera potato lin launched
“Down on the Farm”
Sustainable, local Bulk, Namebrand
Bigger and Faster
,
y Living”
“We’re Family“ theme in advertising
1991 Burger King, Whopper Time Magazine
25 SPRING 14
1995 Starbucks Coffee
TIMELINE
Evolution of Food QUESTIONS:
has restaurant food changed? BobHow Evans evolution of food
How does Bob Evans compare to these transitions?
Chris Carbone, Melody Funkhouser, Julie Klosterman, Sidharth Ramamurthy
1959
Suasage Gravy & Biscuits 625 cal Bob Evans chooses to seperate the gravy and biscuits while competitors combine the two which makes it more appealing.
Denny’s
Cracker Barrel
1953
Original Roll Sausage 343 cal Bob Evans began to sell sausage using simple packaging. Their design was similar to their competitors’. Old Folks
1930’s
Popular ads during this time were also drawn, but the foods now became placed in contex. For example, food is drawn outside on a picnic table to imply one might enjoy this meal out in the sun.
Campbell’s Soup
Shredded Wheat
California Canned Asparagus
Armour’s Star Bacon
Bob Evans Begins
1940
California Sunkist Lemons
Jimmy Dean Kraft Miracle Whip Salad Dressing
1930
1920
Libby’s Pineapple
Nucoa Spread
Del Monte
Del Maiz Corn
Aunt Jemima’s Pancake Flour
Kellogg’s Rice Krispies
1933
1960
Popular ads consisted of drawings of full plates of food. Usually they were large portions for several people to share. Presentation was focused on the freshness of the food. For example, the Campbell’s Soup has steam coming from it implying that it was just made.
1957
Ads in the newspaper for fitness are geared towards men.
Women become more interested in workout machines than simply aerobics.
1946
Vinyl workout records become popular and are geared more towards women.
26 BE2: BOB EVANS RESEARCH STUDIO
Waffle House
The Rise & Shine 1005 cal Competitors’ food looks more professinally placed together while Bob Evans looks more homemade.
IHOP
1950
1920’s
1962
1940’s
Ads show their products being part of a meal. For example, the Armour’s Star bacon is shown on a plate with eggs and toast.
Research
2006
Pot Roast Sandwich 1147 cal Bob Evans version of this sandwich appears to be the healthier option, due to its simplicity.
Tip Top Kitchen
2012
Double Blueberry Hotcakes 968 cal In comparison to other restaurants, Bob Evans has a larger serving size.
1992 1987
Spaghetti & Meat Sauce 1112 cal Restaurants tend to present spaghetti in a simple way.
1975
Big Farm Bacon Cheeseburger 1350 cal The burgers are presented with fries and are usually put together in the same manner.
Slow-Roasted Turkey Breast 1070 cal When it comes to this meal, Bob Evans appears to be the heartier choice.
1997
Blueberry Crepes 852 cal Bob Evans version of the crepes look more like a desert than a breakfast meal.
Cracker Barrel
Northstar
IHOP
Noodles & Co.
1200
McDonalds IHOP Marcella’s
Cracker Barrel North Market
Applebees
1000
Avg. Calories per meal
Denny’s
1999
Cracker Barrel Panera
Northstar Denny’s
Potato-Crusted Flounder 329 cal Bob Evans presents this in a more basic way, whereas competitors’ use more color to enhance the appeal.
800
600 Hang Over Easy Northstar
Applebees
1971
Sunshine Skillet 912 cal
1984
Farm Fresh Side Salad 352 cal Most restaurants add a lot of color to their salads, but on the other hand Bob Evans presents a basic salad.
400
Bob Evans creatively combines their food which makes it stand out from the others.
1990 1983 Magazines use more risque advertisements giving a standard for the perfect beach body.
1972 Working out becomes a social activity - group fitness classes are established.
2006
Weight loss programs become popular on television.
1999
Indoor smoking bans are implimented.
1977 Richard Simmons booms as a fitness guru.
27 SPRING 14
2010
2000
1990
1980
1970
200
Technology helps people keep better track of their diets and physical activities.
Evolution of Food 1975
Big Farm Bacon Cheeseburger 1350 cal The burgers are presented with fries and are usually put together in the same manner.
1959
Suasage Gravy & Biscuits 625 cal Bob Evans chooses to seperate the gravy and biscuits while competitors combine the two which makes it more appealing.
McDonalds
Denny’s Applebees
Cracker Barrel Denny’s
Northstar
1962
Waffle House
The Rise & Shine 1005 cal Competitors’ food looks more professinally placed together while Bob Evans looks more homemade.
IHOP
Hang Over Easy
1971
Sunshine Skillet 912 cal
1970
1960
Bob Evans creatively combines their food which makes it stand out from the others.
1957
Women become more interested in workout machines than simply aerobics.
1972 Working out becomes a social activity - group fitness classes are established.
28 BE2: BOB EVANS RESEARCH STUDIO
1977
Richard Simmons boo fitness guru.
2006
Pot Roast Sandwich 1147 cal Bob Evans version of be the healthier optio
Research
1992 1987
Spaghetti & Meat Sauce 1112 cal Restaurants tend to present spaghetti in a simple way.
Slow-Roasted Turkey Breast 1070 cal When it comes to this meal, Bob Evans appears to be the heartier choice.
1997
Blueberry Crepes 852 cal Bob Evans version of the crepes look more like a desert than a breakfast meal.
Noodles & Co.
IHOP Marcella’s
Cracker Barrel North Market
19
Cracker Barrel Panera
Denny’s
oms as a
2000
1980
Applebees
1984
Farm Fresh Side Salad 352 cal Most restaurants add a lot of color to their salads, but on the other hand Bob Evans presents a basic salad.
1990
Northstar
1990 1983 Magazines use more risque advertisements giving a standard for the perfect beach body.
Weight loss programs become popular on television.
1999
Indoor smoking bans are implimented.
29 SPRING 14
Po 32 Bo mo co en
TIMELINE
Fast Food Nation QUESTIONS: 100%
How have restaurants changed How has Bob Evans participated in these transitions?
The Role of the Restaurant
80%
60%
Women’s Suffereage Women were legally allowed to vote in 1919.
Women Before the War In the 1930s, 26 states had laws prohibiting the employment of married women (<10% at beginning of the decade and up to 17% during the depression years)
Work for Women By the fall of 1943, some 17 million women workers made up one-third of the total U.S. workforce. (33%)
40%
20%
0%
1900
Average Family size
1908 Ford Model T
1910
1915 PYREX invented
1920
1916 Stainless Steel invented
1919 First Toaster
1922 1924 First Electric Oven First refrigerator
1930
1924 First dishwasher
1927 First Garbage disposal
Fast Food
Casual Family Dinning
Theme
Bar/ Cafe
Fine Dining
30 BE2: BOB EVANS RESEARCH STUDIO
Depression
1940
1930 1938 Frozen Peas on the Teflon invented market
1941 Styrofoam invented
1950
1946 Microwave Oven invented
1950 First credit card
Baby Boo
1955 First colo
Research
2007 $1,690,539 2012 $1,668,858 Bob Evan’s Net Sales
% of Women working
Out of the Home and by 1960 40% of women had full or part-time jobs
1961 Bob Launched his first restraurant in Chilliothe, Ohio
1987 Bob Evan’s buys Owen’s
1990’s Cantina del Rio, a Mexican Restaurant, was started by Bob Evan’s.
2013 Bob Evan’s launches it’s first Bob Evan’s Express.
2004 Bob Evan’s buys Mimi’s Cafe
1980 $125,210,000
1960 $3,100,000
omers1960
or TV
% of people eating away from home
Amount of Bob Evan’s Restaurants at a given time
1968
1994
1983
1
1970
Generation X
1971 1973 First food Processor First electric PointOf- Sales System
2000
300
100
Chillicothe, Ohio
1980
1990
441
2002
500
Generation Y 2000
1986 First disposable camera
2003 First hybrid car
31 SPRING 14
2004
558
2006
587
Millennials
2004 First intelligent oven
2009
570
2010
2014
Fast Food Nation 100%
80%
60%
Out of the Home and by 1960 40% of women had full or part-time jobs
40% 1961 Bob Launched his first restraurant in Chilliothe, Ohio
20% 1980 $125,210,000
1960 $3,100,000
Amount of Bob Evanâ&#x20AC;&#x2122;s Restaurants at a given time
1968
1983
1
100
Chillicothe, Ohio
0%
50
1950 First credit card
Baby Boomers1960
1970
1955 First color TV
Generation X
1971 1973 First food Processor First electric PointOf- Sales System
32 BE2: BOB EVANS RESEARCH STUDIO
1980
1986 First d cam
6 disposable mera
Research
2007 $1,690,539 2012 $1,668,858 Bob Evan’s Net Sales
% of Women working
% of people eating away from home
1987 Bob Evan’s buys Owen’s
1994
300
1990
1990’s Cantina del Rio, a Mexican Restaurant, was started by Bob Evan’s.
2002
500
2000
441
2013 Bob Evan’s launches it’s first Bob Evan’s Express.
2004 Bob Evan’s buys Mimi’s Cafe
Generation Y 2000
2003 First hybrid car
33 SPRING 14
2004
558
2006
587
Millennials
2004 First intelligent oven
2009
570
2010
2014
TIMELINE
Farm Fresh QUESTIONS:
How has farming and food production changed? And how have these transitions impacted Bob Evans restaurants?
Farm Fresh Through the Decades Allison Bartholomew, Enio Dajko, Devin Lazor, Rachel McGinnis
14 delivery trucks delivered fresh Bob Evans Farms sausage overnight to central and southern Ohio outlets.
Bob Opens a 12-stool, 24/7 restaurant Gallipolis, Ohio Early Meat Delivery Truck (before refigeration) 1918
Bob starts making his own sausage for his restaurant and soon expands to distributing product to grocery stores.
Refrigerated Delivery Truck 1924
1946
Transportation and Bob Evan Timeline
Farm to Plate 1910-1940
1948
1957
Farm to Plate 1940 - 1960
1910
1930
1920
1950
1940
1960
Farms changing through the decades
1M
Total Arceage of Farm
2M
Hired Farm Workers 3M
Number of Farm Owners 4M
Farms 1909-1919 Farms evolving and developing throughout the decades. Farms 1920s Farms evolving and developing through the decades.
Farms 1940s Farms evolving and developing through the decades.
Farms 1930s Farms evolving and Advertisment showing developing through the decades. the view of the farm in the 1920s.
Advertisment showing the view of the farm in the 1930s. 5M
6M Number of Farms
7M
Family Farm Workers
34 BE2: BOB EVANS RESEARCH STUDIO
Farms 1950s Farms evolving and developing throughout the decades.
Advertisment showing the view of the farm in the 1940s. Advertisment showing the view of the farm in the 1950s.
Research
The first expansion outside Ohio occurs, with the opening of a new plant in Hillsdale, MI
Bob Evans Farms Sales, Inc. opens a new restaurant â&#x20AC;&#x153;The Sausage Shopâ&#x20AC;? on the family farm.
The First Bob Evans Restaurant opens in Chillicothe, Ohio
The 100th Bob Evans Restaurant opens in Schaumburg, IL The 500th restaurant opens in Canton, MI
Bob Evans retired as president of Bob Evans Farms Wholesome Meat and Wholesome Poultry Acts signed into law. 1968
Shift from train delivery to truck delivery. 1960
1962
1964
1968
Nearly 600 full-service, family restaurants in 19 states. 2014
The fourth sausage production plant opens in Galva, IL
1974
1983
1987
2001
2014
Farm to Plate 1960 - Now
1970
0
1980
1990
2010
2000
Farms 1980s Farms evolving and developing throughout the decades.
Farms 1960s Farms evolving and developing throughout the decades.
Advertisment showing the view of the farm in the 1960s.
Farms 1970s Farms evolving and developing throughout the decades.
Advertisment showing the view of the farm in the 1980s.
Farms 1990s Farms evolving and developing throughout the decades.
Farms 2010s Farms evolving and developing throughout the decades.
Advertisment showing the view of the farm in the 1990s. Farms 2000s Farms evolving and developing throughout the decades.
Advertisment showing the view of the farm in the 2000s.
Advertisment showing the view of the farm in the 1970s.
35 SPRING 14
Farm Fresh
14 delivery trucks delivered fresh Bob Evans Farms sausage overnight to central and southern Ohio outlets.
Bob Opens a 12-stool, 24/7 restaurant Gallipolis, Ohio
Bob starts making his own sausage for his restaurant and soon expands to distributing product to grocery stores.
1946
1948
1957
Farm to Plate 1940 - 1960
1950
1940
Farms 1940s Farms evolving and developing through the decades.
1960
Farms 1950s Farms evolving and developing throughout the decades.
Advertisment showing the view of the farm in the 1940s.
Advertisment showing the view of the farm in the 1930s.
36 BE2: BOB EVANS RESEARCH STUDIO
Advertisment showing the view of the farm in the 1950s.
F Farms ev d thro
Research
The first expansion outside Ohio occurs, with the opening of a new plant in Hillsdale, MI
Bob Evans Farms Sales, Inc. opens a new restaurant â&#x20AC;&#x153;The Sausage Shopâ&#x20AC;? on the family farm.
The First Bob Evans Restaurant opens in Chillicothe, Ohio
The 100th Bob Evans Restaurant opens in Schaumburg, IL
Bob Evans retired as president of Bob Evans Farms Wholesome Meat and Wholesome Poultry Acts signed into law. 1968
Shift from train delivery to truck delivery. 1960
Farms 1960s volving and developing oughout the decades.
1962
1964
1968
The fourth sausage production plant opens in Galva, IL
1974
1983
1987
Farm to Plate 1960 - Now
1970
1980
1990
Farms 1980s Farms evolving and developing throughout the decades. Advertisment showing the view of the farm in the 1960s.
Advertisment showing the view of the farm in the 1980s.
Farms 1970s Farms evolving and developing throughout the decades.
Advertisment showing the view of the farm in theSPRING 1970s.
37
14
38 BE2: BOB EVANS RESEARCH STUDIO
Research
Location, location, location! MAPPING BOB EVANS Young Markets Renewable Energy University Bob Healthy Bob
In the same way the studio looked at the relationship between image and culture, we also mapped and measured Bob Evan’s location against socio-economic information. The studio compared where Bob Evans locations were in comparison to highways and cities, young markets, and emerging economies. By mapping the relationships—or lack thereof—between Bob Evans and potential new markets, the studio looked to understand and seek new relationships between location, infrastructure and population.
39 SPRING 14
40 BE2: BOB EVANS RESEARCH STUDIO
Research
41 SPRING 14
42 BE2: BOB EVANS RESEARCH STUDIO
Research
43 SPRING 14
44 BE2: BOB EVANS RESEARCH STUDIO
Research
45 SPRING 14
46 BE2: BOB EVANS RESEARCH STUDIO
Research
47 SPRING 14
48 BE2: BOB EVANS RESEARCH STUDIO
Research
What do you know about Bob? QUESTIONNAIRES AND SURVEYS Paper Surveys at OSU Facebook Instagram and Twitter
Everyone loves Bob Evans. Growing up, children have strong affection for this restaurant. As we mature into young adults, we tend to frequent other restaurants, though. Why isnâ&#x20AC;&#x2122;t Bob Evans part of our adult lives? We polled our peers on Facebook, through paper surveys, and scoured social media to get a better picture of how our generation connects to Bob Evans. We all have fond memories of eating at Bob Evans with our families, but how does Bob connect with us today?
49 SPRING 14
Facebook Flash Survey
Facebook provided a helpful way to collecting data on how our peers percieved Bob Evans. The survey was composed of several key questions with several curated potential answer choices. In many cases, participants added their own voive by adding answers or commenting on the question asked.
50 BE2: BOB EVANS RESEARCH STUDIO
Most of the participants fell into one of either two catergories: those who enjoyed Bob Evans as it was and those who were dissatisfied. Issues such as environment, quality, Farm Fresh food were all highly prioritized by the group.
Research
51 SPRING 14
In one word, what is Bob Evans to you... Breakfast
93 votes
Sausage
9 votes
Family
7 votes
Banana Bread
5 votes
Rest stop
3 votes 117 total votes
What meal do you eat at Bob Evans... Breakfast
71 votes
Hangover Food
17 votes
Dinner
10 votes
Lunch
5 votes
Carry-Out
3 votes 106 total votes
52 BE2: BOB EVANS RESEARCH STUDIO
Research
Is Bob Evans Farm Fresh... No
48 votes
Maybe
32 votes
I dont care
11 votes
Yes
7 votes
Absolutely not
4 votes 102 total votes
What would you change about Bob Evans.... Environment
28 votes
Absolutely nothing
24 votes
Quality
22 votes
Service
7 votes
Food
6 votes
Never been
5 votes
Price
4 votes 96 total votes
53 SPRING 14
Fast Casual: The Millennials’ Restaurant A second survey was done within the confines of the Knowlton School of Architecture. The survey was handed out to students at their desks and they were asked to write in their answers. The questions were aimed at discovering where students chose to eat and if Bob Evans was ever such a consideration. The results called attention to our generation’s lean towards “Fast Casual“ food. The convenience and quality of these fast casual restaurants ended up making this dining style the number one choice for each questions. What also became apparent was a clear lack of consideration for Bob Evans as a dining option. Ever. In light of the Facebook survey, however, had a question about breakfast been asked, there is a high likelihood that Bob Evans would have appeared within the paper survey.
54 BE2: BOB EVANS RESEARCH STUDIO
Research
ALONE, IN A HURRY BEFORE CLASS... FAST CASUAL
FAST FOOD PANERA
SUBWAY BUCK�EYE�DONUTS
CHIPOTLE
JIMMY JOHN’S
NOODLE’S
CANE’S
MOE’S
WENDY’S
BERRY BLENDZ
MCDONALD’S
NO. 1 CHINESE
PANDA EXPRESS
PIADA
TACO BELL
JOY’S
RALLY’S
QDOBA PIZZA PITA PIT J. GUMBO BURGER WORKS FUSION TOMMY’S
52 % 32%
32
HOME
FULL SERVICE
55 SPRING 14
F
ITS SA
WEEKNIGHT DINNER... FAST CASUAL CHIPOTLE NOODLE’S PANERA NO. 1 CHINESE
FAST FO
PIADA
C
MOE’S
TAC
PANDA EXPRESS
LATE NIGHT
PENN STATION
FAST
TAI’S
C
PITA PIT
5
QDOBA
SU
DONATOS
HOME
JIMMY J
POTBELLY MELT GREEK EXPRESS JERSEY MIKE’S HOUNDDOGS
40% 20 %
32 %
BAR
CANE’S SUBWAY JIMMY JOHN’S CHICK�FIL�A
BAR
5 GUYS TACO BELL DIRTY FRANKS
FAST FOOD FULL SERVICE
56 BE2: BOB EVANS RESEARCH STUDIO
Research
ITS SATURDAY NIGHT...
UAL
FAST CASUAL
FAST FOOD CANE’S
PIZZA
TACO BELL
CHIPOTLE
LATE NIGHT SLICE
TAI’S
FAST FOOD
NO. 1 CHINESE
CATFISH
RED ROBBIN
5 GUYS
MELT
SUBWAY
MOE’S
JIMMY JOHN’S
APOLLO’S
PIADA
NOODLE’S PIADA
45%
40% 20 %
BAR
MAD MEX
20 %
OLIVE GARDEN SUSHI KOREAN JAPANESE ORIENTAL ROOSTERS WAFFLE HOUSE HAPPY GREEK HOUNDDOGS MARCELLA’S CREST BLUE DUNABE INDIAN FOOD P.F. CHANGS LOGAN’S
FULL SERVICE
57 SPRING 14
FAMILIES + CHILDREN FAMILIES + CHILDREN
HIGH SCHOOL TEENS HIGH SCHOOL TEENS
YOUNG ADULTS YOUNG ADULTS
ELDERLY ELDERLY
Twitter and Instagram SPORTS TEAMS
SPORTS TEAMS
We looked at how customers connect to their dining experiences through photographs on Instagram and Twitter. We noted that Young Adults are drawn to taking photos of themselves—with their food—at popular Fast Casual restaurants such as Panera and
Chipotle. Young adults are less inclined to photograph themselves diving at Bob Evans. We did find more images of Sports Teams, however, at Bob Evans. Bob Evans also far outranks Chipotle and Panera with photos of the elderly.
INSTAGRAM AND TWITTER INSTAGRAM AND TWITTER
318K 318K FOLLOWERS
FOLLOWERS
58 BE2: BOB EVANS RESEARCH STUDIO
25K
FOLLOWERS
204K 204K FOLLOWERS
FOLLOWERS
10K 10K FOLLOWERS
3K
FOLLOWERS
2K
Research YOUNG ADULTS YOUNG ADULTS
FAMILIES + CHILDREN ELDERLY ELDERLY
HIGH SCHOOL TEENS
SPORTS TEAMS SPORTS TEAMS
YOUNG ADULTS
INSTAGRAM AND TWITTER INSTAGRAM AND TWITTER
318K 318K FOLLOWERS
ELDERLY
FOLLOWERS
25K 25K
FOLLOWERS
204K 204K FOLLOWERS FOLLOWERS
FOLLOWERS
10K 10K
FOLLOWERS
3K 3K
FOLLOWERS
2K 2K
FOLLOWERS
FOLLOWERS
FOLLOWERS
FOLLOWERS
SPORTS TEAMS
INSTAGRAM AND TWITTER
318K FOLLOWERS
59 SPRING 14
25K
FOLLOWERS
204K FOLLOWERS
10K
FOLLOWERS
3K
2K
60 BE2: BOB EVANS RESEARCH STUDIO
Food
Restaurants FAST CASUAL Burgerworks Cosi Piada
LOCAL ORGANIC Katalina Northstar Short North Northstar Easton Tasi
GOURMET GROCERY Whole Foods Market The Hills Market North Market
NEIGHBORHOOD SIT-DOWN Third and Hollywood The Crest Hoolihans Whole Foods Trattoria
61 SPRING 14
RESTAURANT RESEARCH
Scales of Engagement
WHOLE FOODS NORTH MARKET
PIADA
CHIPOTLE
Fast Casual
Not all chain restaurants are created equal. To understand the context of Bob Evans dining we situated our restaurant experiences against several scales and tones of “Farm Fresh” dining. We compared dining at Bob Evans to other Family Dining establishments; we looked at how Bob Evans was different from Fast Casual or Fast Food; we considered how Bob Evans compares to other local organic restaurants. How does the farm, fresh food and tastes of home translate into our everyday landscape of dining options?
KATALINA
POTBELLY
SUBWAY Crazy color, refirbished decor
Wood chairs; Corrugated metal finishes
CASUAL SERVICE
∙ CARRY YOUR OWN FOOD ∙ NO HOSTS, WAIT STAFF ∙ CASUAL DECOR
Standard fast food Plastic booths
PANERA COSI
Sophisticated colors, lighting, artwork Food brought to you, but no wait staff, plastic booths
NOODLES
Very casual, Prepped on-site
Very formal, prepped on-site GETGO
BURGERWORKS
Very casual, prepped off-site
Semi-formal, prepped off-site
Fast Food MCDONALDS
: Researched by studio : Researched outside of studio
62 BE2: BOB EVANS RESEARCH STUDIO
Food
FOOD PREPARED ON-SITE
RIGSBYS
Fresh local food, prepared by a five-star chef Seafood, Italian sodas
CREST
NORTHSTAR
Emphasis on local food, prepared and cooked in-house
HARVEST
Fine Dining
ITALIAN MARKET TASI
NORDSTROM
Gourmet-like BAKERSFIELD
Fresh mexican Fresh local crazy combos “tradition with a twist”
Fresh fast food
Food is assembled on-site, fresh vegetables Lounge atmosphere, neo-western theme, mason jar style
Tentative staff, cozy decor, real china, wine glasses etc;
Exceptionally well-informed staff ; Real china, napkins, wine glasses, good lighting
Good lighting, cloth napkins, Paper napkins, real dishes, child-safe tables, farm decor wooden booths
Plastic plates, paper napkins, plastic booths, wait staff just to bring food
HOLLIHANS
Attention to presentation, but food not as fresh
OLIVE GARDEN
Prepackaged sauces, fresh non-local salads
MAD MEX
ROOSTERS
Liquid egg product, assembled on site comfort food, prepackaged condiments WAFFLE HOUSE Frozen food, canned fruit, etc
BOB EVANS
Family Dining
Standard fast food
FOOD PREPARED OFF-SITE
63 SPRING 14
FORMAL SERVICE
∙ FOOD IS BROUGHT TO YOU ∙ HOSTS, WAIT STAFF, ETC ∙ REFINED DECOR
64 BE2: BOB EVANS RESEARCH STUDIO
Food
Fast Casual is not Fast Food. Restaurants Burgerworks Cosi Piada
A fast casual restaurant is a type of restaurant that does not offer full table service, but promises a higher quality of food with fewer frozen or processed ingredients than a fast food restaurant. It is a relatively new and growing concept positioned between fast food and casual dining. The typical cost per meal is in the $8â&#x20AC;&#x201C;$15 range. Counter service accompanied by handmade food (often visible via an open kitchen) is typical. Alcohol may be served. Dishes like steak may be offered. The menu is usually limited to an extended over-counter display, and options in the way the food is prepared are emphasized. Health-conscious items have a larger-than-normal portion of the menu. Some restaurants may emphasize high quality ingredients like free range chicken and freshly made salsas. While full table service is not offered, conveniences like non-plastic utensils and plates are common.
65 SPRING 14
COSI // Easton Town Center FAST CASUAL
large windows for natural lighting
Cosi
simple clear signage outdoor seating
FOOD TYPE: Soups, sandwiches, salads PREP STYLE: Assembled on site SIGNATURE ITEM: Woodfired bread
ige walls be
eature wal kf l ric
d
lig
re
minate flo d la o oo
rs
dar kw
b
entrance
oth cushion bo
od vene wo er ht
unrelated accent light
brick feature wall
electronic menu small stone tile in prep area
temporary dividers that lead customers to order entry circulation long and confusing
66 BE2: BOB EVANS RESEARCH STUDIO
Food
small gray til ed er
es
stag g
l
gray tiles ge ar
wood paneled feature wall
s
d
cent wall ac
s
rk wood cha da ir
67 SPRING 14
neled featu pa r
ll wa
les ab
ustic wood er t rg
d
e
wo o
re
large wooden table with tall chairs
la
wh
hanging lamps with red cords rble con ma te r ite
Burgerworks
1708 N. High St
FAST CASUAL
Burger Works FOOD TYPE: Burgers PREP STYLE: Fired on site SIGNATURE ITEM: Burgers Large printed graphics pasted on walls near the sevice counter help create the illusion of freshness
The color pallette consists of 3 basic colors in addition to the woodgrain texture of tables
Circulation throughout the space is very simple and straight-forward to allow larger crowds to effectively occupy the dining room
68 BE2: BOB EVANS RESEARCH STUDIO
Food
The depth of the space, in conjunction with the massive red wall, frame a clear view of the kitchen and service counter
69 SPRING 14
FAST CASUAL
Piada
PIADA: ITALIAN STREET FOOD 1315 West Lane Avenue
FOOD TYPE: Italian Street Food PREP STYLE: Assembled on site SIGNATURE ITEM: Italian Sodas
Section of large cut out in ceiling. The visible part of the ceiling is painted white and the cut out is pure black. This is where the HVAC system is, but at first glance the cut out appears to be never ending.
Hidden lights below every picture to illuminate the image. Adds elegance to the restaurant.
Exterior Materials: Concrete
Red Brick
Metal
White CMU
Exterior view of restaurant. Note the Simplicity. It takes advantage of the corner site with its floor to ceiling windows.
70 BE2: BOB EVANS RESEARCH STUDIO
Food
Employee uniform is all white: shirt, hat, and apron. Gives the appearance of a chefâ&#x20AC;&#x2122;s uniform from first glance.
White brick contrasts black brick on opposite wall
Shiny metal. Gives a very clean appearance.
Wood. Same material for the dividers, booths, tables, and chairs.
Point of chaos. Circulation is not designed well here. In order to get to the bathroom, you need to pass through the line of hungry customers.
Color scheme is very clean looking. Makes the restaurant appear to be for fancier dining. Three colors: Black, Gray, White.
71 SPRING 14
72 BE2: BOB EVANS RESEARCH STUDIO
Food
One more time, is it local? Restaurants Northstar/Easton Northstar/Short North Tasi Katalina
Local organic restaurants get most, if not all, of their food from local farmers, free of pesticides and artificial hormones. These restaurants fit somewhere in between fast casual and the neighborhood sit down. Some places that fall under this category have you order and pay up front and you are free to leave whenever you like. On the other hand, there are also those that have a more traditional vibe with a full wait staff serving you. Either way, these restaurants are always a favorite because you know exactly what youâ&#x20AC;&#x2122;re getting and where its from.
73 SPRING 14
LOCAL ORGANIC
Northstar / Easton FOOD TYPE: Delicious Everything PREP STYLE: Made to order SIGNATURE ITEM: Organic and fresh
NorthStar // Easton Woods Colors
74 BE2: BOB EVANS RESEARCH STUDIO
Food LOCAL ORGANIC
Northstar / Short North NORTHSTAR CAFE // 951 N. High St
FOOD TYPE: Delicious Everything PREP STYLE: Made to order SIGNATURE ITEM: Organic and fresh
WALL ASSEMBLY EXPLODED
WALL SECTION
Cables hold up the steel bars and the wooden planks
Drywall
Steel Bars
Wood Planks
The wooden planks are futher tilted to create a lowered ceiling which builds a more intimate seating zone The light comes through between the wooden planks for each booth
Furniture
ENTRANCE PERSPECTIVE
The oven sits right behind the cashier and flames from it are visible as soon as you enter Fresh bakery items are exhibited along with newspapers and magazines in the bottom
The self-service counter acts as a circulation piviting point. After ordering, one would walk around it to sit
75 SPRING 14
LOCAL ORGANIC
Tasi TASI 680 N. Pearl
FOOD TYPE: Italian Country PREP STYLE: Made to order SIGNATURE ITEM: Brunch
Some interior walls are of white wainscoting.
The counter and chalkboards create an open but clear division between kitchen and dining.
entry
Exterior and interior walls are primarily brick.
76 BE2: BOB EVANS RESEARCH STUDIO
Food LOCAL ORGANIC
Katalina 1105 Pennsylvania Avenue
FOOD TYPE: Rustic Mexican PREP STYLE: Made to order SIGNATURE ITEM: Huevos Rancheros
Menu
77 SPRING 14
78 BE2: BOB EVANS RESEARCH STUDIO
Food
Not your Grandma’s Grocery Store… Restauarants The Hills Market The North Market Whole Foods Market
Today’s grocery store offers more than buying groceries— it is a lifestyle center focused on health, cooking, and entertainment. These gourmet groceries dovetail nutrition experts with prepared foods, exotic fruits and vegetables, and local, organic options. They also incorporate restaurants, several options of dining stations, or take-andgo options. Don’t be surprised to find wine tastings and music on a Friday night. The modern grocery isn’t just food infrastructure but an entertainment destination for all ages.
79 SPRING 14
The Hills Market: Downtown // 95 N Grant Ave Cinematic Walkthrough // Framed Views
Brick Red Paint
Subway Tiles
Wine
Deli Mute Chartreuse Paint
Tan Polished Cement Floor
Dairy
Deli
Entrance
Wine Dairy Entrance
Produce Produce
Walnut Beams
Bakery
Tan Polished Cement Floor
Checkout
Subway Tiles
Seating Mute Chartreuse Paint
Bakery
Brick Red Paint
GOURMET GROCERY
The Hills Market FOOD TYPE: Specialty Market PREP STYLE: Groumet pre-made SIGNATURE ITEM: Pop-up restaurants
80 BE2: BOB EVANS RESEARCH STUDIO
Tan Polished Cement Floor Checkout
Food GOURMET GROCERY
The North Market park st.
FOOD TYPE: Farmers Market meets specialty vendors PREP STYLE: Food carts and stalls 59 Spruce St. SIGNATURE ITEM: You name it we’ve got it. Indian, Thai,
2nd floor: balcony
Columbus, OH 43215
Gourmet cheese, Fish monger, Jeni’s Splendid Ice creams
vine st.
market place
market place
2nd floor: restaurant
market place
2nd floor: seating ramp
seating is primarily on the second floor balcony space, again reinforcing the difference in vibes between the chaotic ground floor and the more serene second floor
porch/patio
farmer’s market
floor plan
scale: 1/32” = 1’-0”
parking
due to north market’s elongated structure, it has many instances of forced, tunnel perspective, both indoors and outdoors
“grid” system consisting of columns and i-beams allows for open viewing between the ground and second floors
large and legible sign/logo: primary color red, which attracts the hungry customer
roof system and its supporting i-beam columns are of painted wood material. for the b.e. food truck, we may make such elements or metal material for a more contemporary appeal
an essential element/attraction exists apart from the primary structure: the farmer’s market. here, much activity occurs seasonally
some outdoor stairways interrupt the orthogonal assembly of the rest of the building, similar to our prior design for the b.e. food truck
axonometric
81 SPRING 14
2nd floor: misc. spruce st.
Whole Foods GOURMET GROCERY
Whole Foods Market FOOD TYPE: The Original Gourmet Grocery PREP STYLE: Groumet pre-made and Made to Order SIGNATURE ITEM: Gourmet salad and hot bars,
seasonal specials, many free samples
82 BE2: BOB EVANS RESEARCH STUDIO
Food
Tolix barstool- metal grey finish
Tolix chair- metal grey finish
Globe lighting fixture
Slote cladding
Epoxy on polished concrete floors wood
83 SPRING 14
84 BE2: BOB EVANS RESEARCH STUDIO
Food
Where Everybody Knows your Name. Restaurants Third and Hollywood The Crest Hoolihans Whole Foods Trattoria
The Neighborhood Sit-down restaurant is nestled into the local neighborhoods of the city, slightly off the beaten path. Filled with “locals in the know,” these restaurants serve food that is especially crafted just for you. Less formal than fine dining, but still committed to high-quality ingredients and table service, these establishments are interested in being part of their urban fabric. Walk up, speak to the host and be seated or grab a seat at the bar, the Local Neighborhood spot will always make you feel at home. This is the future of “Family Dining.”
85 SPRING 14
NIEGHBORHOOD SIT-DOWN
Third and Hollywood
THIRD AND HOLLYWOOD WEST THIRD AVE & HOLLYWOOD PL
BRICK S
FOOD TYPE: Elegant American PREP STYLE: Made to order SIGNATURE ITEM: Cheddar Herb Biscuits
AS YOU MOVE TO THE CEN TEXTURES BECOME MORE N WITH STONE IN THE MIDDLE
SINGLE STEP AT THE BAR FOR FEET
LEATHER CHAIRS
SLIGHT SLOPE AT ENTRANCE INTO WAITING ROOM
86 BE2: BOB EVANS RESEARCH STUDIO
NATURAL WOOD FOR THE TABLE TOPS
Food
SURROUNDS THE EXTERIOR
NTER, NATURAL E
SLIGHT RAMP UP TO DINING LEVEL CHANGES SIGHT VIEWS
SMALL SPOTLIGHT IN THE CENTER OF THE SPACE AND IN THE BACK OF THE SPACE
CANDLES ON EVERY TABLE AND OPEN SHELF
TABLE LAMPS AT THE BAR
HANGING LAMPS ABOVE CORNER EATING AREA
SINGLE STEP NEXT TO FIREPLACE INTO DINING AREA
87 SPRING 14
NIEGHBORHOOD SIT-DOWN
The Crest THE CREST // 2585 Indianola
FOOD TYPE: Local Organic Gastropub PREP STYLE: Made to order SIGNATURE FOOD: ITEM: Roof-grown lettuce
MATERIALS: The materials at The Crest convey a messy farmhouse vernacular. A times these materials work seamlessly while at others they disturb the atomosophere of the space.
The Crest presents itself as a rustic, locally grown food, neighborhood dining experience. They love good food and good craft beer. What The Crest serves varies, however. The hamburgers were hearty and the lamb was refined. It prooved to be an odd disconnect in the restaurantâ&#x20AC;&#x2122;s image.
hearty
rustic
refined
delicate
MATERIALS:
The exterior building is simple and accented with a lot of glazing and a palatte of metal types. Overall, the interior and exterior are unified, but the idea of the atomosophere again manages to get lost in the architecture.
CIRCULATION: One major flaw at The Crest occurs within the first few minutes of arriving. The entryway of the restaurant is a highly unresolved area in terms of circulation. This area has too many uses, it is meant to be an entry, yet it acts as a waiting area, dining area, serving area, and bar area. This makes the initial citculation into The Crest highly frustrating and chaotic.
88 BE2: BOB EVANS RESEARCH STUDIO
Food
NIEGHBORHOOD SIT-DOWN
Whole Foods Trattoria FOOD TYPE: Rustic Italian / American PREP STYLE: Made to order SIGNATURE ITEM: Bolognese, No tipping, BYO Wine
Whole Foods Trattoria
3670 W Dublin Granville Rd, Columbus Food experience
customer flow worker flow
Wood(table and chair)
Wood: Oak
Wood: Cumaru
Light Wood
All wood chair
Steel
Steel and wood chair
Dining table
Dining Bar
Steel Marble
Glass(display refrigerator)
Display refrigerator
Detail Photo
Wine shelf
Material Food
Rounded light Rounded Ceiling
89 SPRING 14
90 BE2: BOB EVANS RESEARCH STUDIO
Design
Prototypes DOWNTOWN INFILL Grab and Go Make it Your Own
CAMPUS CORNER Breakfast Party
CAMPUS GROCERY Bob Evans Market
FOOD TRUCK Farmer’s Market Food Hub
CORNER NEIGHBORHOOD Bob Evans Sausage Company
91 SPRING 14
92 BE2: BOB EVANS RESEARCH STUDIO
Design
Downtown Infill: Grab and Go TEAM 1 Melody Funkhouser Devin Lazor
TEAM 2 Enio Dajko Sidharth Ramamurthy
Both of these projects were designed with two restaurants in them to serve the needs of customers that want to eat quickly. The Chicago project used the facades to reflect the duality of this idea, while the Columbus project emphasized the notion of performance spaces in the restaurant. In either restaurant, the customer has the option to get a quick coffee and go, or sit down and enjoy the view. Each project also has a unique attraction. The Columbus project has a ceiling designed to mimic the majestic natural landscape of Rio Grande, Ohio to connect it back to the original BE. The attraction for the Chicago project are the pop out windows that create individual pockets of seating. Only one side of the window is covered with wooden slats to allow privacy, while still maintaining a great view of the street.
93
SPRING 14
Design
STADIUM MUSEUM
AUSTIN
CAMPUS
OFFICES
VERY HIGH DENSITY OF 22-29 YEAR OLDS
HIGH DENSITY OF 22-29 YEAR OLDS
MEDIUM DENSITY OF 22-29 YEAR OLDS
LOW DENSITY OF 22-29 YEAR OLDS
UNIVERSITY CAMPUS
BUS ROUTES
BUS STOP HOTEL
CHICAGO
RESTAURANTS
SHOPS
VERY HIGH DENSITY OF 22-29 YEAR OLDS
HIGH DENSITY OF 22-29 YEAR OLDS
MEDIUM DENSITY OF 22-29 YEAR OLDS
LOW DENSITY OF 22-29 YEAR OLDS
UNIVERSITY CAMPUS
BUS ROUTES
CAMPUS
OFFICES
COLUMBUS
THEATER
RESIDENTIAL
VERY HIGH DENSITY OF 22-29 YEAR OLDS
HIGH DENSITY OF 22-29 YEAR OLDS
MEDIUM DENSITY OF 22-29 YEAR OLDS
LOW DENSITY OF 22-29 YEAR OLDS
94 BE2: BOB EVANS RESEARCH STUDIO
UNIVERSITY CAMPUS
BUS ROUTES
CHICAGO VERY HIGH DENSITY OF 22-29 YEAR OLDS
HIGH DENSITY OF 22-29 YEAR OLDS
95 SPRING 14
MEDIUM DENSIT
Design
96 BE2: BOB EVANS RESEARCH STUDIO
97 SPRING 14
EAST ELEVATION - 1’-1/
Design
Gypboard Wall
Dark Granite Brushed Metal
Ceramic Tile
98 BE2: BOB EVANS RESEARCH STUDIO
SOUTH ELEVATION - 1’-1/4”
Gypboard Wall
Brushed Metal
“Bob’s Table” provides an anchor for the main dividing wall Glass
Gypboard Wall
Dark Painted Wood Panels
Brick
99 SPRING 14
Design
100 BE2: BOB EVANS RESEARCH STUDIO
101 SPRING 14
PLAN - 1’-1/8”
Design
102 BE2: BOB EVANS RESEARCH STUDIO
103 SPRING 14
Design
104 BE2: BOB EVANS RESEARCH STUDIO
105 SPRING 14
Design
106 BE2: BOB EVANS RESEARCH STUDIO
107 SPRING 14
Design
108 BE2: BOB EVANS RESEARCH STUDIO
109 SPRING 14
Design
110 BE2: BOB EVANS RESEARCH STUDIO
111 SPRING 14
Design
Grab and Go
112 BE2: BOB EVANS RESEARCH STUDIO
113 SPRING 14
114 BE2: BOB EVANS RESEARCH STUDIO
Design
Campus Corner: Breakfast Party TEAM Amy Carbone Chris Carbone
The goal of this project was to create a fun experience for the college demographic at any time of day. Some of Bob Evans’ key features were intensified to reinforce the “party” aspect. On the facade, there is a border of simplified and inverted keyholes that wrap the building. The entry is a layering of many different styles of keyholes stacked one on top of the other. The biscuit cutters become layers on the facade and punch windows. The color used in this design is a fluorescent red, which is a modernized version of BE’s signature color. Key features include a beer garden, modernized archways that carry guests into the restaurant, and a bar hub with curves that guide people to the seating area.
115
SPRING 14
Design
116 BE2: BOB EVANS RESEARCH STUDIO
117 SPRING 14
Design
118 BE2: BOB EVANS RESEARCH STUDIO
119 SPRING 14
Design
120 BE2: BOB EVANS RESEARCH STUDIO
121 SPRING 14
Design
Breakfast Party
breakfast party
122 BE2: BOB EVANS RESEARCH STUDIO
123 SPRING 14
124 BE2: BOB EVANS RESEARCH STUDIO
Design
Grocery: Campus Market TEAM Julie Vash Alison Barthalomew Rachel McGinnis
The concept of the grocery is similar to that of Whole Foods, where there are self-served prepared meals ready-to-go for a busy family or college student. The design also incorporated the style of a more traditional fast-casual restaurant as well as convenience grocery for a more versatile experience. The Bob Evans Market is a pre-manufactured prototype where the size and program can change depending on the site and what the demands are for that particular market. It integrates the restaurant, kitchen, cafe and the grocery together to be better used and shared between the three programs. This specific design includes a second floor with a study space for students to use.
125
SPRING 14
Design
G A T E W
A Y
MAD MEX
126 BE2: BOB EVANS RESEARCH STUDIO
Scale: 1/16
127 SPRING 14
Design
Easton
Short North
128 BE2: BOB EVANS RESEARCH STUDIO
Gateway
129 SPRING 14
Design
130 BE2: BOB EVANS RESEARCH STUDIO
131 SPRING 14
Design
Grocery Store
132 BE2: BOB EVANS RESEARCH STUDIO
133 SPRING 14
134 BE2: BOB EVANS RESEARCH STUDIO
Design
Food Truck: Farmer’s Market TEAM Diana VanCak Taylour Upton Lu Zhou
The Food Truck Hub focused on ways to reintroduce Bob Evans into the fresh produce market. The aim of the project was to capture innovation in food production. The Hub is designed so that Bob Evans food trucks can “plug-in” into the infrastructure of a Farmer’s Market environment. When the trucks are stationed at the Hub, they act as portable kitchens that open the interior market where bar like dining then becomes available to the visitor. When the trucks are not at the Hub they can be found at local events and around town spreading Bob’s ideals on fresh, high quality food.
135
SPRING 14
Design
Philadelphia, PA
Columbus, OH
Indianapolis, IN
136 BE2: BOB EVANS RESEARCH STUDIO
A
Biscuit Station
Farmer’s Market
Stationary Kitchen
GROUND FLOOR PLAN SCALE: 1/16”= 1’-0”
A
SECTION A SCALE: 1/16”= 1’-0”
Private seating
Black wood
137 SPRING 14
Design
138 BE2: BOB EVANS RESEARCH STUDIO
139 SPRING 14
Design
140 BE2: BOB EVANS RESEARCH STUDIO
141 SPRING 14
Design
Food Truck Hub
142 BE2: BOB EVANS RESEARCH STUDIO
143 SPRING 14
144 BE2: BOB EVANS RESEARCH STUDIO
Design
Gastropub: BE Sausage Co TEAM Rachael Hissom Julie Klosterman Cheyenne Vandevoorde
The goal of the Gastropub was to emphasize the true icons that compose the Bob Evans brand. By removing any distracting moments from the dining experience the gastropub become a highly efficient and utilitarian concept where design, quality, and farm ideals were priority. Elements such as the keyhole, mailboxes and sausage become refreshed and modernized. A large sausage house engages with the street and sets the tone for the simplicity of this restaurant. A clear process and simple seasonal food items ensure a fresh and unique experience each time.
145
SPRING 14
Design
Residential District
young prof. single adults starting families
N. Ashland Ave.
N. Milwuakee Ave. commerical district Pelonia Circle Park
boutiques local restaurants artisan shops
N. Ashland Ave.
Residential District
Residential District
Residential District
young prof. single adults families retirees
Warren Street
E. Lincoln Street
N. High Street
Goodale Park Short North
galleries boutiques local restaurants artisan shops
Residential District
146 BE2: BOB EVANS RESEARCH STUDIO
PROBLEM Who do you take to Bob Evans...
In one word, what is Bob Evans to you...
What would you change about Bob Evans....
BobEvans... Evans Farm Fresh... What meal do you eat at IsBob Is Bob Evans Farm Fresh...
93 votes 71 votes
55 votes
48 votes
48 votes
32 votes
29 votes
32 votes
28 votes 24 votes
22 votes
17 votes 5 votes 4 votes
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96 total votes
102 total votes
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6 votes
4 votes 102 total votes
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7 votes
7 votes 4 votes
106 total votes
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m
ie
Fa
Fr
ea
st st Re
ily
Br
m
na
Fa
na
op
d
t e
as kf
ag us
ea Br
11 votes 7 votes
3 votes
105 total votes
117 total votes
Sa
5 votes
2 votes
M
3 votes
Ye
6 votes
5 votes
11 votes
10 votes
7 votes
Id
13 votes
9 votes
SOLUTION: strip-down the distractions and reveal the essential components to Bob Evans; provide a modern day approach to these components. EXAGGERATE: the historic and defining icons to the brand become emphasized and modernized. Keyhole
Keyhole to Pitched Roof:
The roofline remains an icon, but now one of architecture, modernism and progress. It becomes the recognizable symbol for the cleanly, efficient and trustworthy Evan’s Farm.
Mailbox
One Mailbox to Many:
Bob’s mailbox invited a small audience to the Homestead. Today, the bountiful mailboxes invite the wide world to the experience of Bob Evans.
AUTHENTICATE: the heart of the brand must be undeniable and honest. Sausage
Grocery to Gourmet:
Sausage is a commodity, but Bob does it best. A new updated recipe, made with the highest grade meat brings Bob to the top of the gourmet sausage industry. He’d be proud.
147 SPRING 14
Family
Family to Community:
“Treat strangers like friends and friends like family.“ Dining is focused on bringing the community together at large tables, sharing a meal in common. Just like on the farm.
Farm Fresh
Bulk to Minimal:
Farm Fresh food means the real deal. Food is prepared based on season and quantities. Each week the menu is composed to ensure freshness, flavor, and authentic farm cuisine.
Design
148 BE2: BOB EVANS RESEARCH STUDIO
M a te r ia ls: S te p 4| F a r m Ta b le With their beverage, the customer walks into the main dining hall where long farm tables allow for the community to gather and enjoy their Farm Fresh meals. Up to 10 people are meant to gather around each table in Farm style fashion. S te p 3| B eve r a g e B a r After ordering their Farm Fresh meal, the customer is guided to the Beverage Bar. The bar provides drinks found on the farm: fresh milk, lemonade, coffee, and tea.
A
S te p 2| P. F . C . The P.F.C.â&#x20AC;&#x2122;s, or Personal Food Curators, stand ready to help compose a meal based on the cravings and tastes the customer asks for. These trained P.F.Câ&#x20AC;&#x2122;s are culinary veterans and strive to provide the customer with the best meal to their liking. S te p 1| E n ter a n ce The aim of the Sausage House is to be the brand for the restaurant. The glass sausage house draws in the customer into the beginning of the food procedure. B
A B
149 SPRING 14
Design A
B
A
B
150 BE2: BOB EVANS RESEARCH STUDIO
151 SPRING 14
Design
The Gastropub
sausage meal
152 BE2: BOB EVANS RESEARCH STUDIO
153 SPRING 14