Streamlined design emphasizes freshness, supports off-premise business
Capriotti's Sandwich Shop has pulled the wraps off a new look that features reclaimed wood and exposed concrete floors and brick walls as well as heightened emphasis on food preparation, the company said this week.
The Las Vegas based sandwich brand said the opening of the new prototype in Lehi, Utah, features a revised layout that moves the turkey ovens and refrigerators to the front of the restaurant in an effort to emphasize the menu’s focus on freshness.
"We pride ourselves on the care that goes into each turkey we roast, and every sandwich we make,” said Ja Haddad, Capriotti's director of design and construction, in a statement. “That's why we decided to move our food processes to the front of the restaurants to show fans the dedication that goes into their favorite menu items.”
Brick walls, concrete floors and food preparation highlight Capriotti's prototype in Lehi, Utah.
Haddad said the redesign also used “bricks and reclaimed materials to ensure our locations continue to have an authentic feel and are welcoming and comfortable places to dine for our loyal fans.”
The company said that putting the ovens closer to the patrons helps emphasize the brand’s food processes and accent transparency.
Capriotti’s also said it is moving toward a smaller footprint, reducing the size to about 1,400 square feet from the previous 1,800 square feet and giving franchise owners more real estate options and more varied footprints. The Utah prototype covers 1,700 square feet and has 40 seats.
The new design also can accommodate more delivery and pick-up orders and fewer dine-in customers, the company said.
"We wanted to find a design that appealed to Capriotti's loyal fans as well as creates a more efficient and profitable model for our franchise partners," said David Bloom, Capriotti's chief development officer.
"This updated style appeals to the modern consumer — foodies who are eager to see how their meal is made and be involved in the cooking process,” Bloom said.
Capriotti’s, found in 1976, has more than 100 locations.
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