StORES Magazine - February 2006 - (Page 46) STORE REDESIGN Restaurant Redux Repositioning broadens customer appeal O and beefs up sandwich sales for D'Angelo BY JANET GROEBER n e year ago, D'Angelo Sandwich Shops served up an extreme makeover for its regional chain of more than 150 owned and fran- c h i s e d stores. It dramatically freshened the decor package, cut food prep time, shrank and repositioned the kitchen and changed its name to D'Angelo Grilled Sandwiches. Quick Bites D'Angelo turned to Columbus, Ohio-based design and operations consultants WD Partners for help in cap- Papa Gino's acquired turing new customers and getting more from its estab- D'Angelo in 1997. lished ones. In developing a more upscale and comfort- The Westborough, because that would allow us to capture able profile, we set out to position D'Angelo as an Mass., prototype incremental dine-in lunchtime business attractive choice in the fast-casual sandwich category opened in February as well as dinner business, Galligan without distancing ourselves from our core customers, 2005 a 2,300-sq.-ft. unit with 45 seats, a says. says Tom Galligan, president and CEO of parent com- new name and a new Over time, D'Angelo's menu has pany Papa Gino's. logo. grown to include more than 44 sand- Known for its hearty sandwiches especially the wiches, as well as a variety of soups and Number 9, grilled steak with mushrooms, peppers, Average ticket sale is fresh-made salads. onions and cheese D'Angelo has long been a staple $8.75, an increase of 50 cents over other To attract more women, WD created among New England men. When we did our research stores. a decor that was, if anything, even more we discovered D'Angelo was a masculine brand, like manly, with deep colors and materials Ralph Lauren is a masculine brand, says Lee Peterson, Upgraded furnishings like brick and wood. Rather than serve executive director for WD Partners. encourage on-site as a turnoff to women, a strong, rugged D'Angelo wanted to make our restaurants more ap- dining and fuel dinner traffic. look suggests quality, Peterson says. He pealing to women, especially mothers and their families, and his team toured Boston's Back Bay and Newbury Street in search of ingredients found in an authentic New England sub shop. To help convey the changes inside, WD also redesigned the D'Angelo logo. What once featured whimsical lettering on a Kelly green background now has strong white block lettering against a burgundy field and carries an Est. 1967 tagline. Outside, customers will see illuminated signs, while the large hand- painted sign on an interior brick wall is highlighted 46 S TO R E S / FEBRUARY 2 0 0 6 W W W. S TO R E S . O R G http://WWW.STORES.ORG Table of Contents for the Digital Edition of StORES Magazine - February 2006 Contents Executive Editor's Page President's Page UPfRONT NRF News Retail People Concept2Watch Credit COVER STORY: Spicing Up Service In-Store Marketing Online Loyalty Programs Store Redesign Customer Service Content Management Human Resources Electronic Signage Supply Chain Logistics Channel Compatibility Data Warehousing Workplace Law Loeb Retail Letter Point of View Advertising Index Company Index Retail Profit Scoreboard Retail Industry Calendar StORES Magazine - February 2006 http://www.nxtbook.com/nxtbooks/nrf/STORES_bigshowdaily20180116 http://www.nxtbook.com/nxtbooks/nrf/STORES_bigshowdaily20180115 http://www.nxtbook.com/nxtbooks/nrf/STORES_bigshowdaily20180114 http://www.nxtbook.com/nxtbooks/nrf/STORES2018_preview http://www.nxtbook.com/nxtbooks/nrf/STORES_bigshowdaily20170117 http://www.nxtbook.com/nxtbooks/nrf/STORES_bigshowdaily20170116 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