First of two ground-up units underway, with
three remodels planned in 2017
Bojangles’ (NASDAQ: BOJA), the iconic restaurant famous for its
hand-breaded, bone-in chicken, made-from-scratch buttermilk
biscuits and Legendary Iced Tea® steeped the old fashioned way,
today unveiled its new restaurant design concept aimed at
propelling the fast-growing chain to its next stage of success.
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Bojangles' new restaurant concept
features Wi-Fi, multi-device charging stations, unique high-top
community tables, and a variety of interesting seating options to
accommodate different-sized groups. (Photo: Bojangles')
Construction has already begun on the first new concept
restaurant on Laurens Road in Greenville, South Carolina, where the
new store will replace the existing Laurens Road location. The new
3,900-square-foot restaurant will boast a variety of features
designed to greatly enhance the customer experience when it opens
in early 2017.
Created by renowned San Francisco-based brand strategy, retail
and guest experience design firm Tesser, Bojangles’ new restaurant
design features a distinctive, contemporary exterior that combines
sophisticated materials like brick, tile, and steel canopies. Bold
graphics celebrate the brand’s heritage: “Famous Chicken ‘n
Biscuits” and “Made from Scratch Since 1977.” Soft lighting and
landscaped planters alongside the building and in the drive-thru
lane give the restaurant a warm, welcoming feel.
Changes to the restaurant interior are even more dramatic, with
the star of the Bojangles’ menu – the made-from-scratch, always
delicious, golden-brown biscuit – taking center stage. Upon
entering the door and proceeding to the counter, guests will be
captivated by a “Biscuit Theater” where they can witness biscuits
being made fresh every 20 minutes by a Bojangles’ Master Biscuit
Maker. Colored crocks replace steel warming trays to give the food
display area a more inviting appearance, with increased use of
glass adding to the visual appeal.
In addition to putting Bojangles’ fantastic food in the
spotlight, the dining room is also getting a refresh. The new
restaurant concept features Wi-Fi, multi-device charging stations,
unique high-top community tables, and a variety of interesting
seating options to accommodate different-sized groups. New uniforms
for all Bojangles’ team members will complete the updated look.
“This new design concept represents our commitment to
operational excellence and enhancing the consumer experience at our
restaurants,” said Randy Icard, Bojangles’ vice president of
construction and development. “In addition to the design expertise
brought by Tesser, we also leveraged the historical knowledge and
experience of long-time leaders inside the company, including
franchisees.”
Icard said efforts are already underway to remodel three
existing Bojangles’ next year in the company’s hometown of
Charlotte, North Carolina – Billy Graham Parkway near
Charlotte-Douglas International Airport; South Tryon Street near
Arrowood Road; and Steele Creek Road near I-485 in southwest
Charlotte. In keeping with the new concept, many of the design
elements found in the prototype will be incorporated into these
remodels.
“The restaurant business is more competitive than ever, and
smart brands like Bojangles’ are using design strategically to make
current customers feel more welcome while appealing to an even
broader range of consumers,” said Tré Musco, CEO and chief creative
officer at Tesser. “From its bold exterior to the engaging
experience of the Biscuit Theater, we anticipate the new Bojangles’
restaurant design will be as popular among newcomers to Bojangles’
as the brand’s most loyal fans.”
Regular updates about the new Bojangles’ in Greenville, South
Carolina, including grand opening news, will be posted on
Bojangles.com, Twitter (@Bojangles1977), Instagram
(@Bojangles_1977) and Facebook
(www.facebook.com/BojanglesGreenville592).
About Bojangles’, Inc.
Bojangles', Inc. is a highly differentiated and growing
restaurant operator and franchisor dedicated to serving customers
high-quality, craveable food made from our Southern recipes.
Founded in 1977 in Charlotte, N.C., Bojangles' serves menu items
such as delicious, famous chicken, made-from-scratch buttermilk
biscuits, flavorful fixin's and Legendary Iced Tea®. At September
25, 2016, Bojangles' had 699 system-wide restaurants, of which 301
were company-operated and 398 were franchised restaurants,
primarily located in the Southeastern United States. For more
information, visit www.bojangles.com or follow Bojangles' on
Facebook and Twitter.
About Tesser
Since 1993, Tesser has been building powerful brands by focusing
on the big picture: 360 degrees of uncompromised thinking on
branding and integrated design. As strategic consultants,
designers, and branding experts, Tesser helps clients create both
long-term brand value and highly effective design programs. Tesser
provides a unique mix of strategy, naming and verbal branding,
corporate identity, retail design, merchandising, packaging,
uniforms and menu board design. For further information on Tesser’s
innovative work, visit www.tesser.com.
Forward-Looking Statements
This press release contains forward-looking statements. All
statements other than statements of historical fact included in
this press release are forward-looking statements. These statements
are not guarantees of future performance and involve a number of
known and unknown risks, assumptions, trends, uncertainties and
factors that are beyond our control. Should one or more of these
risks or uncertainties materialize or should underlying assumptions
prove incorrect, actual results may vary materially from those
anticipated, estimated or projected. We undertake no obligations to
update or revise publicly any forward-looking statements, whether
as a result of new information, future events or otherwise than as
required under the federal securities laws.
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Bojangles’ Corporate CommunicationsBrian K. Little,
704-519-2118BLittle@bojangles.comorLuquire George AndrewsBarry
Finkelstein, 704-534-2327Barry.Finkelstein@lgapr.comorInvestor
RelationsRaphael Gross, 203-682-8253Raphael.Gross@icrinc.com
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