Vinyl logo inlaid on brick wall, City Egg interior.
City Egg’s kiosks in Columbus, Ohio.
ers. There are between 80-90 million
millennials in the U.S. — giving them
immense buying power ($200 billion,
Forbes reports) and influence over
fast casual dining trends.
When considering other competitors
in the fast-casual segment, Brock
looked at Panera, Chipotle, Mac N’
Melts, Corner Bakery Cafe, Noodles
Company, and Moe’s, but it wasn’t for
inspiration.
“Our focus wasn’t taking from
competitors, we had to make it our
own,” Brock explained. “Panera does
breakfast, lunch, and dinner, and
we only do breakfast and lunch, so
we knew we were going to be stand
alone in that respect. The only thing
we really took from these franchises
like Moe’s, and Macs N’ Melts, was
ordering, and how simple they made
their meal choices”
Brock added that she and her team
looked at competitors to get a sense
of price points, which enabled her to
provide Scramblers with approriate
price matching.
“We brought the prices to our clients
to give them a dose of reality, we told
them the average cost of a sandwich
was around $4, but they were looking
for an $8 meal ticket,” Karrie said.
Aft er researching the market and
creating various ideas, two were
pitched to Scramblers. In each
pitch, logos, taglines, interior design
concepts, menu, and ordering ideas
were shared to illuminate the brands
Brock originally ideated. A millennial
geared lunch and breakfast stop
designed to have a cheery, modern
industrial feel won out.
Creating the Interior and
Exterior Design Concepts
Brock and the architect on her team
leaned heavily on the incorporation of
yellow and orange hues, and playful
egg imagery to avoid the unwelcoming
environment other industrial restaurants
tend to have. To create the warm,
modern industrial vibe, Brock and her
team hung boards from steel piping,
and used a palette of black, white,
yellow, and light brown.
Brock also made sure that the interior
and exterior of City Egg showcased
a pivotal aspect of the brand: the city.
The gains Brock’s team
made by going the
distance are
impossible
to ignore.
A large cityscape with grayback vinyl
was placed on the exterior of the
building, as well as the wall above
the kitchen area. Printed and contour
cut grayback vinyl mixed with
black PVC also created a 3D cityscape
“word wall” in the hallway leading to
the restroom. And in the dining area,
a sidewalk is depicted with vinyl on
a brick wall.
“We knew they City Egg restaurants
wouldn’t all be in a city, but we
wanted it to feel like a city environment,
but not so far away that customers
couldn’t relate to it,” said Brock.
“We wanted it to be a place to escape
for millennials. Th ey love the city,
and hustle and bustle, and branding.”
Brock’s instincts are not wrong. City
Lab reported that 25-34-year-olds,
especially those with a four-year
college degree, are more likely to live
in urban neighborhoods.
16 Wide-Format & Signage April 2018 PrintingNewscom
/PrintingNews.com