Hospitality Design - October 2013 - 59

perspectives

trends

fast casual
dining
By JoAnn Greco

1

2

1+2. MyBurger, with its
palette of apple red and
green, concrete floors,
and colorful metal
chairs.

3. Marcel Wanders
tiles add intrigue to
a revamped booth at
Mister Steer.

THE FAST AND THE FABULOUS
Packing big design punches in small packages

Although fast casual restaurants represent a relatively small chunk—about
$31 billion—of the entire $632 billion U.S. restaurant industry, they remain
its fastest-growing segment. And, predicts Technomics, which follows food
industry trends, they’re on track to outpace the rest of the limited-service
category (which includes traditional fast food outlets) by about two to one.
Much of that total market—roughly 16,000 units—is comprised of
large chains, like leaders Chipotle Mexican Grill and Panera Bread.
But as entrepreneurs enter the picture—drawn by the relatively small
footprint required (typically about 3,000 square feet) and the promise of
using economies of scale to present fresher, healthier food with some
table service—they’re bringing with them the aesthetic sensibilities
and commitment to design authenticity of the nation’s best full-service
restaurants.

Mister Steer

There’s nothing cheap, for example, about the recent facelift undertaken
by Montreal’s family-owned Mister Steer. Founded in 1958, the hamburger
joint has always been resolutely nostalgic, offering a kitschy dining
experience (stagecoach wheels suspended from the ceiling have long been
part of the ambiance) beloved by natives and sought after by visitors. But
in light of a misguided ‘80s update that eliminated its distinctive counter
seating and introduced a palette of peach and mint, a redo has long been in
the cards.
Everything retro is new again, says designer Alain Courchesne of the
city’s Igloo Design, so his team reintroduced the chuck wagon conceit but

3
added a luxe twist. “We used Paul Smith plaids,” he says, “and Marcel
Wanders tiles that have an almost doily texture. We kept the sixties soul
and the Old West influences, but made them current and relevant.” As is
common in the fast casual arena, Igloo also handled a complete reworking
of the restaurant’s branding material—retooling everything from its logo to
its uniforms and website.

MyBurger

Another family-owned burger joint, albeit with not quite so lengthy a
history, has also undergone a reinvigoration. MyBurger has been thriving
as a single restaurant in downtown Minneapolis since 2004, but recently
it decided to up its game in preparation for a rollout that includes a few
more locales in the Twin Cities as well as expansion throughout the Upper
Midwest. It called on FAME, a local brand marketing agency whose milieu
includes not only graphic design but visual merchandising and design
prototyping, for help.

hospitalitydesign.com October 2013

059


http://www.hospitalitydesign.com

Table of Contents for the Digital Edition of Hospitality Design - October 2013

Contents
Hospitality Design - October 2013 - Intro
Hospitality Design - October 2013 - Cover1
Hospitality Design - October 2013 - Cover2
Hospitality Design - October 2013 - 1
Hospitality Design - October 2013 - 2
Hospitality Design - October 2013 - 3
Hospitality Design - October 2013 - 4
Hospitality Design - October 2013 - 5
Hospitality Design - October 2013 - 6
Hospitality Design - October 2013 - 7
Hospitality Design - October 2013 - 8
Hospitality Design - October 2013 - 9
Hospitality Design - October 2013 - 10
Hospitality Design - October 2013 - 11
Hospitality Design - October 2013 - 12
Hospitality Design - October 2013 - 13
Hospitality Design - October 2013 - 14
Hospitality Design - October 2013 - 15
Hospitality Design - October 2013 - 16
Hospitality Design - October 2013 - Contents
Hospitality Design - October 2013 - 18
Hospitality Design - October 2013 - 19
Hospitality Design - October 2013 - 20
Hospitality Design - October 2013 - 21
Hospitality Design - October 2013 - 22
Hospitality Design - October 2013 - 23
Hospitality Design - October 2013 - 24
Hospitality Design - October 2013 - 25
Hospitality Design - October 2013 - 26
Hospitality Design - October 2013 - 27
Hospitality Design - October 2013 - 28
Hospitality Design - October 2013 - 29
Hospitality Design - October 2013 - 30
Hospitality Design - October 2013 - 31
Hospitality Design - October 2013 - 32
Hospitality Design - October 2013 - 33
Hospitality Design - October 2013 - 34
Hospitality Design - October 2013 - 35
Hospitality Design - October 2013 - 36
Hospitality Design - October 2013 - 37
Hospitality Design - October 2013 - 38
Hospitality Design - October 2013 - 39
Hospitality Design - October 2013 - 40
Hospitality Design - October 2013 - 41
Hospitality Design - October 2013 - 42
Hospitality Design - October 2013 - 43
Hospitality Design - October 2013 - 44
Hospitality Design - October 2013 - 45
Hospitality Design - October 2013 - 46
Hospitality Design - October 2013 - 47
Hospitality Design - October 2013 - 48
Hospitality Design - October 2013 - 49
Hospitality Design - October 2013 - 50
Hospitality Design - October 2013 - 51
Hospitality Design - October 2013 - 52
Hospitality Design - October 2013 - 53
Hospitality Design - October 2013 - 54
Hospitality Design - October 2013 - 55
Hospitality Design - October 2013 - 56
Hospitality Design - October 2013 - 57
Hospitality Design - October 2013 - 58
Hospitality Design - October 2013 - 59
Hospitality Design - October 2013 - 60
Hospitality Design - October 2013 - 61
Hospitality Design - October 2013 - 62
Hospitality Design - October 2013 - 63
Hospitality Design - October 2013 - 64
Hospitality Design - October 2013 - 65
Hospitality Design - October 2013 - 66
Hospitality Design - October 2013 - 67
Hospitality Design - October 2013 - 68
Hospitality Design - October 2013 - 69
Hospitality Design - October 2013 - 70
Hospitality Design - October 2013 - 71
Hospitality Design - October 2013 - 72
Hospitality Design - October 2013 - 73
Hospitality Design - October 2013 - 74
Hospitality Design - October 2013 - 75
Hospitality Design - October 2013 - 76
Hospitality Design - October 2013 - 77
Hospitality Design - October 2013 - 78
Hospitality Design - October 2013 - 79
Hospitality Design - October 2013 - 80
Hospitality Design - October 2013 - 81
Hospitality Design - October 2013 - 82
Hospitality Design - October 2013 - 83
Hospitality Design - October 2013 - 84
Hospitality Design - October 2013 - 85
Hospitality Design - October 2013 - 86
Hospitality Design - October 2013 - 87
Hospitality Design - October 2013 - 88
Hospitality Design - October 2013 - 89
Hospitality Design - October 2013 - 90
Hospitality Design - October 2013 - 91
Hospitality Design - October 2013 - 92
Hospitality Design - October 2013 - 93
Hospitality Design - October 2013 - 94
Hospitality Design - October 2013 - 95
Hospitality Design - October 2013 - 96
Hospitality Design - October 2013 - 97
Hospitality Design - October 2013 - 98
Hospitality Design - October 2013 - 99
Hospitality Design - October 2013 - 100
Hospitality Design - October 2013 - 101
Hospitality Design - October 2013 - 102
Hospitality Design - October 2013 - 103
Hospitality Design - October 2013 - 104
Hospitality Design - October 2013 - 105
Hospitality Design - October 2013 - 106
Hospitality Design - October 2013 - 107
Hospitality Design - October 2013 - 108
Hospitality Design - October 2013 - 109
Hospitality Design - October 2013 - 110
Hospitality Design - October 2013 - 111
Hospitality Design - October 2013 - 112
Hospitality Design - October 2013 - 113
Hospitality Design - October 2013 - 114
Hospitality Design - October 2013 - 115
Hospitality Design - October 2013 - 116
Hospitality Design - October 2013 - 117
Hospitality Design - October 2013 - 118
Hospitality Design - October 2013 - 119
Hospitality Design - October 2013 - 120
Hospitality Design - October 2013 - 121
Hospitality Design - October 2013 - 122
Hospitality Design - October 2013 - 123
Hospitality Design - October 2013 - 124
Hospitality Design - October 2013 - 125
Hospitality Design - October 2013 - 126
Hospitality Design - October 2013 - 127
Hospitality Design - October 2013 - 128
Hospitality Design - October 2013 - Cover3
Hospitality Design - October 2013 - Cover4
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