The design of Boston Market's provided a "disconnect" with the food, says Keith Robinson, SVP of strategy for the company. In the new store, every detail, from wood-paneled floors to an earth-tone color scheme, will seek to remedy that, he says.

"The next step in the evolution of our brand is to warm up our dining room and emphasize the 'casual' in fast-casual in our interior look, because customers are placing a higher value on the total dining experience, which includes the décor and dining environment," says Walter Tyree, division president for Boston Market.

Highlights of the new dining room include:

• Maple wood flooring, Berber carpet and porcelain tile.

• Booth seating and padded chairs with matching tables.

• Ceiling soffits for visual appeal.

• Softer lighting with modern light fixtures and wall sconces.

• New color scheme of warm, earth tones, such as rustic red, hunter green and soft brown, throughout the dining room.

• Wedged partition walls with decorative plants to create intimate spaces.

The company is also changing its exterior look in all new stores that it builds, including the Highlands Ranch restaurant, to include canvas awnings and other new architectural elements. The new exterior prototype also calls for fewer windows to enhance privacy and to give the restaurant a more residential feel.

"We are capitalizing on the fact that we are building a new restaurant from the ground up and have the freedom to incorporate design enhancements that create a more comfortable atmosphere," says Peder Kruger, VP of construction and design for Boston Market Corporation. "We have the leeway to build upon the successful elements of our ongoing brand refreshing efforts, such as using new floor materials and lighting, to further enhance our customer's dining experience."

Instant Insights /

Boston Market Opens Prototype Restaurant

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