As part of Chopt's store and brand transformation, I led the charge in drawing plans for new locations and designing and modeling physical and brand components for the new restaurant layouts.
I coordinated meetings to develop plans and elevations of new location layouts, including customer journey explorations, FFE, and architecture drawings up to CD, drawing the new standard for their expanding franchise.
I designed each new Chopt location with a consistent implementation of our exterior and interior guidelines.
The exterior architecture of existing structures was updated to align with the Chopt brand, effectively bringing the interior design out, and the exterior in key elements illustrated to the right that are effective in bringing the interior design out, and the exterior in.
Chopt color palette and exterior materials, including brick, glazed brick, metal, wood and paint.
The primary signage Chopt Letters use a hollow dimensional prototype. This design uses a faux-neon LED strip as the light source.
The Chopt blade sign is used as a secondary form of signage, installed vertically or horizontally as dictated by the site.
For the customer journey, I developed and modeled in detail interior brand elements, from arrival to ordering to paying to dining.
The guest journey varies depending on how they choose to place their order - via the tablet Order Kiosk, mobile pick-up, or traditional line queue.
Framing the entry door inside the restaurant, the entry portal allows guests to settle in before embarking on the journey. The portal is lined with striated light wood panels on the inside. The outisde has a white glossy metal finish. Menu Map Holders are hung on one side of the portal.
The Cirque Pendant Light by Clara von Zweigbergk brings a fun and vibrant color to Chopt dining area. The inside is painted matte white to diffuse and reflect the downward light, providing soft and comfortable glare-free illumination.
The casual seating types have light wood frames paired with white wood planks. Blue-green fabric cushions are placed on the seats, and attached to white metal rails with chartreuse nylon straps on the back. The legs have a brushed aluminum base for protection.
Dining banquets have 2 seating types : high and low banquette. With different size combinations, dining banquets can fit into dining rooms of many configurations.
from Restaurant Spaces:
With that in mind, CHOPT – with the help of growth and transformational consultant company Prophet — set out to create a digital-first restaurant that prioritized convenience, while maintaining elements of its theatrical assembly line background.
Behind the Line Window, mounted to the tile wall, is the Dressing Board. Painted wood panels fit within the light wood framework that holds the options in place. The colors are consistent with the Chopt brand.
The Acoustic ceiling near the drinks station is intended to keep noise to a minimum in this high traffic area.
The 4 Destination Salad Posters are the first touchpoint the guest sees upon entering the line. The menu cards are placed directly below the Posters for the guest to take through the queue.
The wood baffle ceiling is suspended just under the ceiling structure roughly 10’ above the dining floor. The baffle helps with acoustics to create a more quiet atmosphere and adds quality to the space.
Alternatively, I developed a painted crate ceiling system for a family-oriented dining area.
The crate shelving is designed to resemble a custom farm crate in order to bring a natural feel to the Pick-Up area. Display tvs above the window let the customer know when their order is ready.
The Lettuce Header is clearly visible atop the refrigerator showcasing the various types of lettuce available to the customer. The Header is made of black painted GWB, creating a solid contrast to the fresh green lettuce below.
I developed plans and elevations up to Construction Documents level for each new location as Chopt expanded across the east coast.
Each new location for the Chopt franchise presented challenges in consistently implementing all brand strategies within building envelopes. I drew floor plans, reflected ceiling plans, elevations, and FFE schedules for every site.