THE STORE PROTOTYPE MOCK-UP WALK
A Guest Experience Work Book
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THE STORE PROTOTYPE MOCK-UP WALK background & renderings
The present building program has created inconistiencies in our customer’s store experience. The store experience varies from the offerings, in-store environment and branding.
Inviting stores capitalize on destination drivers and delight the guest with pleasant surprises. This Guest Experience Work Book allows the organization to adopt the guest perspective. The work book is a framework for teams to test, touch and think of how the firm simplifies and delights our guests.
LEGACY REMODEL SCOPE OF WORK Phase 1 LED Paint Landscape Price Signs Yogurt Brew/Pour Toppings Bar (4 RG) Expanded Restrooms
page 01
Storage Expansion Dry Freezer (yogurt) Millwork Replacement Exterior Treatment Seating Canopy “T” remove Stacked stone Flooring
Ceiling Bakery Hotcase Sandwich cooler 6k MKT elements Merchandiser Replacement
exterior rendering
THE STORE PROTOTYPE MOCK-UP WALK guest experience work book
page 02
guest
PERSPECTIVE the coffee guest
coffee
DESIGN CONSIDERATIONS COFFEE GUEST
THE METRICS
TOP 3 SUB-CATEGORIES with COFFEE:
• Coffee will be upgraded from Bunn brewers to the RT6K 1. NON-CARBONATED SINGLE SERVE Brew Pour selection 2. HOT FOODS • A new Bakery Case is located directly next to the Brew Pour 3. CHIPS offer, and can be backloaded from the coffee prep area • Coffee prep has a more extensive offer (creamers and TOP 5 SKUS with COFFEE: sweeteners) 1. SINGLE DONUT • Circular shape of coffee prep allows for better ease of use 2. NATHAN’S BEEF HOT DOG during high traffic periods 3. LOTTO • The offer, equipment, branding wall, marketing, and aesthet- 4. 32 OZ FOUNTAIN DRINK ics are consistent with the RT6K coffee experience 5. PIERRE NEW HAM, EGG & CHEESE CROISSANT
page 03
THE EQUIPMENT
PRE-REMODEL 4 Coffee Brewers, 8 Dispensers (Bunn) Old Bakery case (if not already replaced) Center rectangular prep station 2 Old Cappuccino Machines (if not already replaced) 1 Iced Coffee Machine
KEY QUESTIONS TO CONSIDER
GUEST QUESTIONS •When I walk in the front door, can I clearly see my destination? •Can I easily prepare my coffee in the designated prep area? • What key product categories are along my path of travel to the cash wrap?
POST-REMODEL 8 - Coffee (Brew Pour) New expanded Bakery case New Circular Prep Station 2 New Cappuccino Machines
coffee
THE STORE PROTOTYPE MOCK-UP WALK guest experience work book
1 Iced Coffee Machine, relocated
YOUR THOUGHTS
DESIGN QUESTIONS • What is different about the station as compared to the 6k? • Why does the station differ from the 6k? • How does the design solve the differences between Legacy & 6k? YOUR QUESTIONS
page 04
guest
PERSPECTIVE the yogurt guest
yogurt
DESIGN CONSIDERATIONS YOGURT GUEST
• Easy access and direct visibility from the front door • Includes 8 individual flavors and a multitude of toppings to add to the yogurt • New seating outside will allow for guests to enjoy their frozen yogurt on the patio • The offer, equipment (4 machines instead of 5), branding wall, marketing, and aesthetics are consistent with the RT6K frozen yogurt experience
page 05
THE METRICS
TOP 3 SUB-CATEGORIES with YOGURT 1. NON-CARBONATED SINGLE SERVE 2. COLD DISPENSED 3. HOT FOODS TOP 5 SKUS with YOGURT 1. 32 OZ FOUNTAIN DRINK 2. NATHAN’S BEEF HOT DOG 3. 16 OZ FROZEN DRINK 4. LOTTO 5. 32 OZ FROZEN DRINK
THE EQUIPMENT
PRE-REMODEL N/A N/A N/A N/A
KEY QUESTIONS TO CONSIDER
GUEST QUESTIONS • Based on location, will I shop other key categories (bottled drinks, chips, etc)? • Can I easily prepare my yogurt in the recessed prep area?
POST-REMODEL 4 Yogurt Machines, 12 total dispensers 2 Yogurt Freezers, added to the back of house Expanded Backroom with Dry and Yogurt Freezers New Yogurt Toppings bar
yogurt
THE STORE PROTOTYPE MOCK-UP WALK guest experience work book
YOUR THOUGHTS
DESIGN QUESTIONS • What is different about the station as compared to the 6k? • Why does the station differ from the 6k? • How does the design solve the differences between Legacy & 6k? YOUR QUESTIONS
page 06
guest
PERSPECTIVE the fountain guest
fountain
DESIGN CONSIDERATIONS FOUNTAIN GUEST
THE METRICS
TOP 3 SUB-CATEGORIES with FOUNTAIN DRINKS • Similar fountain offer that the guest previously loved, with 1. COFFEE new millwork, and appearance 2. ENERGY • Located adjacent to the cash wrap for easy access and pur3. FOUNTAIN chase • The offer, equipment (reduced tea, FCB, Granita), branding TOP 5 SKUS with FOUNTAIN DRINKS wall, marketing, and aesthetics are consistent with the RT6K 1. NATHAN’S BEEF HOT DOG 2. LOTTO dispensed beverage experience 3. SINGLE DONUT 4. 16 OZ FROZEN DRINK 5. 32 OZ FROZEN DRINK
page 07
THE EQUIPMENT
KEY QUESTIONS TO CONSIDER
GUEST QUESTIONS • If I head directly to the dispensed beverages, can I still be see roller grill items? • Does this location next to the cash wrap entice me to purchase a beverage if I wasn’t otherwise going to do so?
PRE-REMODEL 3 FCB 3 Fountain Units (30 heads) 1 Granita
POST-REMODEL 3 FCB, relocated 3 Fountain Units, relocated 1 Granita, relocated
1 Tea Brewer (2 urns)
1 Tea Brewer (2 urns), relocated
fountain
THE STORE PROTOTYPE MOCK-UP WALK guest experience work book
YOUR THOUGHTS
DESIGN QUESTIONS • What is different about the station as compared to the 6k? • Why does the station differ from the 6k? • How does the design resolve the differences between the Legacy & 6k? YOUR QUESTIONS
page 08
guest
PERSPECTIVE the tobacco & lotto guest
tobacco & lotto
DESIGN CONSIDERATIONS TOBACCO/LOTTO GUEST
THE METRICS
TOP 3 SUB-CATEGORIES with TOBACCO&LOTTO 1. COFFEE 2. ENERGY 3. FOUNTAIN
• Identical location to pre-remodel, therefore allows consistency with previous layout for guests of habit • Dispensed beverage is now the closest offer to the cash wrap • Lotto offer increased and enhanced TOP 5 SKUS with TOBACCO&LOTTO • Updated cash wrap to allow for queuing and more merchan- 1. 32 OZ FOUNTAIN DRINK dise offers for guests 2. NATHAN’S BEEF HOT DOG • The offer, millwork, branding, marketing, and aesthetics are 3. SMALL COFFEE consistent with the RT6K checkout experience 4. LARGE COFFEE 5. LOTTO
page 09
THE EQUIPMENT
PRE-REMODEL Cashwrap 5 Tobacco fixtures N/A
KEY QUESTIONS TO CONSIDER
GUEST QUESTIONS • Are tobacco & lotto products just as easily accessible as they previously were? • With this layout, what products am I most likely inclined to purchase?
POST-REMODEL New Cashwrap 5 Tobacco fixtures Queuing outlets on cash wrap
tobacco& lotto
THE STORE PROTOTYPE MOCK-UP WALK guest experience work book
YOUR THOUGHTS
DESIGN QUESTIONS • What is different about the station as compared to the 6k? • Why does the station differ from the 6k? • How does the design solve the differences between Legacy & 6k? YOUR QUESTIONS
page 10
guest
PERSPECTIVE the roller grill guest
roller grill
DESIGN CONSIDERATIONS ROLLER GRILL GUEST
THE METRICS
TOP 3 SUB-CATEGORIES with Roller Grill: 1. NON-CARBONATED SINGLE SERVE 2. COLD DISPENSED 3. CARBONATED SINGLE SERVE
• Easy access and direct visibility from the front door • Increased roller grill offer • Prep space directly behind the roller grills, also showcasing sandwich cooler offers • From the roller grills, guest has direct access to coffee, chips, or bottled TOP 5 SKUS with Roller Grill: beverage 1. 32 OZ FOUNTAIN DRINK • New fresh toppings bar for guests to add to their hot dogs or other roller 2. SMALL COFFEE grill products 3. MEDIUM COFFEE • The offer, millwork, branding, marketing, and aesthetics are consistent 4. LARGE COFFEE with the RT6K roller grill experience 5. MONSTER ENERGY DRINK
page 11
THE EQUIPMENT
PRE-REMODEL 3 Roller Grills Hot Case Old Octagon Sandwich cooler N/A Roller Grill prep bar
KEY QUESTIONS TO CONSIDER
GUEST QUESTIONS • When I enter the store, are the hot dogs & taquitos visible? • Once I have my hot dog, can I see the prep area & toppings bar? • What beverages and sides are in my direct line of sight?
POST-REMODEL 4 Roller Grills New Royston Floor Hot Case New bullet Sandwich Cooler New Rectangular Fresh Toppings bar New Roller Grill prep bar (relocated to end of sandwich cooler)
roller grill
THE STORE PROTOTYPE MOCK-UP WALK guest experience work book
YOUR THOUGHTS
DESIGN QUESTIONS • What is different about the station as compared to the 6k? • Why does the station differ from the 6k? • How does the design solve the differences between Legacy & 6k? YOUR QUESTIONS
page 12
associate
PERSPECTIVE the associate
DESIGN CONSIDERATIONS
KEY QUESTIONS TO CONSIDER
• Will my guests understand how the lines queue? • Upgraded cash wrap and anti-fatigue mats behind counters • Do I have enough visibility for me to see the cash wrap & front doors in case I need support? • Streamlined back of house instead of divided rooms • New modular space on the back right of building for addi- • Am I able to conduct “figure 8s” without losing sight of the cash wrap and front doors? tional storage • Does the streamlined BOH support by storage and organization needs? • Enhanced restrooms for associate’s ease of maintenance • How will the additional storage space on the back right of the building enand guest comfort hance the BOH compared to before? • Are the prep islands in locations that I can easily maintain and keep restocked?
ASSOCIATE
DESIGN QUESTIONS • What are the primary differences for the store? • Why is the store different? • How does the design solve the differences between Legacy & 6k?
page 13
PRE-REMODEL Restrooms N/A Divided BOH areas Limited Storage
YOUR QUESTIONS
POST-REMODEL Upgraded & expanded Men’s & Women’s Restrooms New Oven & Hood Streamlined BOH Additional storage room
store team
THE STORE PROTOTYPE MOCK-UP WALK guest experience work book
YOUR THOUGHTS
page 14
appendix
APPENDIX market basket data & plans
MARKET BASKET DATA BAKERY
BEER
TOP 3 Sub-categories
TOP 5 SKUs
TOP 3 Sub-categories
TOP 5 SKUs
TOP 3 Sub-categories
1. Small Coffee
1. Brewed
1. Lotto
1. Marlboro
1. 32 OZ Fountain Drink
1. Coffee
2. Medium Coffee
2. Non-Carbonated Single Serve
2. Nathan’s Beef Hot Dog
2. Lottery
2. Nathan’s Beef Hot Dog 2. Energy
3. Bag of Ice
3. Lotto
3. Small Coffee
3. 32 OZ Fountain Drink 3. Carbonated Single Serve
4. Marlboro Gold Bx King
5. Lotto
5. Newport Mthl Bx King
5. Nathan’s Beef Hot Dog COFFEE
3. Fountain
4. Large Coffee
4. Large Coffee
FRESH FOOD
FOUNTAIN DRINKS
TOP 5 SKUs
TOP 3 Sub-categories
TOP 5 SKUs
TOP 3 Sub-categories
TOP 5 SKUs
1. Single Donut
1. Non-Carbonated Single Serve
1. Nathan’s Beef Hot Dog
1. Non-Carbonated Single Serve
1. Nathan’s Beef Hot Dog 1. Coffee
2. Nathan’s Beef Hot Dog
2. Hot Food
2. 32 OZ Fountain Drink
2. Hot Food
3. Lotto
3. Chips
3. Small Coffee
3. Chips
4. Medium Coffee
4. 32 OZ Fountain Drink
TOP 3 Sub-categories
2. Lotto
2. Energy
3. Single Donut
3. Fountain
4. 16 OZ Frozen Drink 5. 32 OZ Frozen Drink
5. Pierre New Ham, Egg & Cheese Croissant
5. Tortilla Chips Clamshell
HOT FOOD TOP 5 SKUs TOP 3 Sub-categories 1. 32 OZ Fountain 1. Non-Carbonated Drink Single Serve 2. Small Coffee 2. Cold
NON-ALCOHOLIC TOP 5 SKUs TOP 3 Sub-categories 1. Nathan’s Beef Hot 1. Hot Dogs/Links Dog 2. Small Coffee 2. Frito Lay $1.49 (XXVL) 3. 32 OZ Fountain Drink 3. Coffee
YOGURT TOP 5 SKUs TOP 3 Sub-categories 1. 32 OZ Fountain 1. Non-Carbonated Drink Single Serve 2. Nathan’s Beef Hot 2. Cold Dog 3. 16 OZ Frozen Drink 3. Hot Food
4. Large Coffee
4. Single Donut
4. Lotto
5. Monster Energy Drink
5. Bag of Ice
3. Medium Coffee
page 15
CIGARETTES
TOP 5 SKUs
3. Carbonated Single Serve
5. 32 OZ Frozen Drink
THE STORE PROTOTYPE MOCK-UP WALK guest experience work book
appendix
PRE-LEGACY MOCK UP FLOOR PLAN
462 HUDSON OAKS
POST-LEGACY MOCK UP FLOOR PLAN
page 16
appendix
APPENDIX margin comparison & notes
page 17
MARGIN COMPARISON | STORE TYPE Category
Legacy
Store Types 5K
Alcoholic Beverages Margin Cigarettes Margin
$1,213 $2,084
$1,255 $2,132
$1,039 $1,653
($216) ($479)
Ͳ17.2% Ͳ22.5%
Bakery Margin Hot Food Margin Fresh Food Margin Speedy Avocado Margin Total Food Margin
$378 $673 $213 $0 $1,264
$410 $804 $269 $0 $1,483
$356 $1,201 $296 $0 $1,852
($54) $397 $27 $0 $369
Ͳ13.2% 49.4% 9.9% Ͳ 24.9%
Brewed Beverage Margin Cold Beverage Margin Frozen Beverage Margin Total Dispensed Margin
$735 $500 $201 $1,435
$820 $675 $324 $1,818
$981 $640 $397 $2,017
$161 ($35) $73 $199
19.6% Ͳ5.1% 22.5% 11.0%
Yogurt Margin
$0
$1,071
$1,534
$464
43.3%
Ice Cream Margin Candy & Snack Margin NonͲAlcoholic Beverages Margin Other Margin Other Tobacco Margin Refrigerated Grocery Margin General Merchandise Margin Services Margin
$54 $1,768 $3,062 ($29) $967 $1 $1,084 $494
$105 $2,051 $3,467 ($29) $1,034 $21 $1,198 $533
$88 $2,017 $3,166 ($34) $851 ($0) $1,085 $497
($17) ($34) ($301) ($6) ($183) ($21) ($114) ($37)
Ͳ16.1% Ͳ1.6% Ͳ8.7% 19.5% Ͳ17.7% Ͳ100.4% Ͳ9.5% Ͳ6.8%
TOTAL IGM
$13,396
$16,141
$15,766
($375)
Ͳ2.3%
6K
5k / 6k Comparison IGM Variance % Difference
HIGHLIGHTS • LEGACY STORES This group omits any 80 or 100 store types. There is a total of 87 stores in this group. • 5K STORES This group includes all 5k stores with the exception of RT 140 (Oakdale) & RT 234 (Loganville). Note: Yogur t IGM is included in this comparison although it is only offered at RT 78 (Macland). • 6K STORES This group includes all 6k stores regardless of how long they have been open.
YOUR QUESTIONS
appendix
THE STORE PROTOTYPE MOCK-UP WALK guest experience work book
YOUR THOUGHTS
page 18
MAKING PEOPLE’S LIVES SIMPLER & MORE ENJOYABLE Your Experience Work Book
END
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