VMSD - June 2017 - 14

THE GOODS

Portfolio:

B

ojangles' Famous Chicken 'n
Biscuits (Charlotte, N.C.), the iconic
hand-breaded, bone-in chicken, sweet
tea and biscuits quick-service restaurant, has
a story to tell. To weave the tale, the brand
created an environmental narrative in a new
location in Greenville, S.C., that pays homage
to the company's authentic Southern heritage,
while also defining a new approach to quality
fast food.
The restaurant chain partnered with San
Francisco-based Tesser to execute the new
strategy. Tré Musco, ceo and chief creative officer, Tesser, says, "We wanted the Bojangles'
story to differentiate them from the competition.
Southern authenticity has a specific meaning.
We didn't want to be cliché, rather, we wanted to
find the subtle balance between Southern comfort and the modern South."
The initial customer touchpoint for the
3900-square-foot branded environment is a bold
street presence. Musco explains: "The strategy

14

june 2017

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vmsd.com

was to be competitive but not [loud]." In order
to accomplish this, extra height was added to the
building's façade, along with multiple windows
that reveal the activity within, and also welcome
natural light into the space. Upon entering the
vestibule, customers are greeted with the memorable and recognizable tagline, "It's Bo Time."
Musco adds, "We made the tagline part of the
building experience."
While the exterior of the building is clean and
contemporary, its surface is clad in a traditional
material: brick that's sourced and manufactured
locally. Once inside, customers are treated to
high ceilings and wood flooring. Other interior
finishes include chicken wire-infused glass and
the same bricks used on the exterior.
The quality of the food is an integral part of
the Bojangles' story, and the menu sets a high
standard for fast-food restaurants with fromscratch cooking. To communicate this important message, the kitchen was positioned front
and forward with more equipment, colorful

crocks and better showcasing of its homestyle
comfort foods.
The highlight of the experience is the "biscuit
theater." To celebrate the restaurant's renowned
fresh, buttery, home-baked Southern biscuits,
the design team strategically positioned a glassenclosed "biscuit making stage" so hungry customers can watch a Bojangles' "master biscuit
maker" whip up a fresh batch of the goldenbrown delights every 20 minutes.
In defining a fresh approach to fast-food
dining, patrons are given personalized seating options that include banquet tables, rocking chairs or picnic-style tables. Additionally,
Bojangles' communicates strong branded messages of authenticity with storytelling enhancements, such as oversized dimensional cookie
cutters intended to convey the notion of "fresh
baked" and layers of rolling pins forming a custom wall treatment. Through its holistic design,
the Bojangles' environment communicates the
essence of the modern South. -Eric Feigenbaum

Dustin Peck PhotograPhy, charlotte, n.c.

Bojangles', Greenville, S.C.


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Table of Contents for the Digital Edition of VMSD - June 2017

Vmsd - June 2017
Contents
From the Editor
Vmsd Editorial Advisory Board
The Goods
Next Store
Street Clothes
What’s the Story?
Special Report: State of the Industry
Totally Tubular!
Keep Calm and Carry on (Shopping)
Showroom
Ad Index
Checking Out
VMSD - June 2017 - Intro
VMSD - June 2017 - BB1
VMSD - June 2017 - BB2
VMSD - June 2017 - Vmsd - June 2017
VMSD - June 2017 - Cover2
VMSD - June 2017 - 1
VMSD - June 2017 - Contents
VMSD - June 2017 - 3
VMSD - June 2017 - From the Editor
VMSD - June 2017 - 5
VMSD - June 2017 - Vmsd Editorial Advisory Board
VMSD - June 2017 - 7
VMSD - June 2017 - The Goods
VMSD - June 2017 - T1
VMSD - June 2017 - T2
VMSD - June 2017 - T3
VMSD - June 2017 - T4
VMSD - June 2017 - T5
VMSD - June 2017 - T6
VMSD - June 2017 - T7
VMSD - June 2017 - T8
VMSD - June 2017 - T9
VMSD - June 2017 - T10
VMSD - June 2017 - T11
VMSD - June 2017 - T12
VMSD - June 2017 - 9
VMSD - June 2017 - 10
VMSD - June 2017 - 11
VMSD - June 2017 - 12
VMSD - June 2017 - 13
VMSD - June 2017 - 14
VMSD - June 2017 - 15
VMSD - June 2017 - Next Store
VMSD - June 2017 - 17
VMSD - June 2017 - Street Clothes
VMSD - June 2017 - 19
VMSD - June 2017 - 20
VMSD - June 2017 - 21
VMSD - June 2017 - 22
VMSD - June 2017 - 23
VMSD - June 2017 - 24
VMSD - June 2017 - 25
VMSD - June 2017 - What’s the Story?
VMSD - June 2017 - 27
VMSD - June 2017 - 28
VMSD - June 2017 - 29
VMSD - June 2017 - Special Report: State of the Industry
VMSD - June 2017 - 31
VMSD - June 2017 - 32
VMSD - June 2017 - 33
VMSD - June 2017 - 34
VMSD - June 2017 - 35
VMSD - June 2017 - 36
VMSD - June 2017 - 37
VMSD - June 2017 - 38
VMSD - June 2017 - Totally Tubular!
VMSD - June 2017 - 40
VMSD - June 2017 - 41
VMSD - June 2017 - 42
VMSD - June 2017 - Keep Calm and Carry on (Shopping)
VMSD - June 2017 - 44
VMSD - June 2017 - 45
VMSD - June 2017 - Showroom
VMSD - June 2017 - 47
VMSD - June 2017 - 48
VMSD - June 2017 - 49
VMSD - June 2017 - 50
VMSD - June 2017 - Ad Index
VMSD - June 2017 - 52
VMSD - June 2017 - 53
VMSD - June 2017 - 54
VMSD - June 2017 - 55
VMSD - June 2017 - Checking Out
VMSD - June 2017 - Cover3
VMSD - June 2017 - Cover4
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