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Editor’s Pick: Au Bon Pain

BY Marianne Wilson

Au Bon Pain is updating its brand experience with a new customer-centric design that gives the store a more distinct personality. It also makes the space easier to navigate, with the layout redesigned to speed service.

“We’re taking the customer experience to the next level,” said Sue Morelli, CEO for Au Bon Pain, which operates 318 locations in the United States and internationally. “The response we’ve been getting to our new prototype has validated our decision to accelerate our growth, including going to new markets nationally.”

The new design, by Interbrand Design Forum, Dayton, Ohio, made its debut in a remodeled store in Boston, and will be in place in 26 locations by August. The café-bakery chain has already remodeled a majority of its locations in the greater New York City area, with the redone stores generating “double-digit” sales increases, according to Morelli.

Au Bon Pain’s new look is bright, welcoming and energized with color. Communication zones clarify the offer and enable customers to build their order with speed and convenience.

“The biggest issue that we needed to address was that Au Bon Pain did not have a personality or a tone of voice,” said Tom Kowalski, VP design, Interbrand Design Forum. “When people thought of Au Bon Pain, they thought of a yellow bakery. The new concept gives the brand credit for the things that it does really well. We’ve created destinations for core competencies and we’ve made it easier for customers to navigate the experience, inviting them to buy more.”

The design establishes a clear visual and verbal style for the brand, whose signature color is yellow. It differentiates Au Bon Pain in the marketplace and makes a vibrant visual statement while leveraging and refreshing the chain’s existing color equity. Green harmonizes with the signature yellow, sending natural and garden-fresh cues, while berry hues and chocolate tones are incorporated as accents.

Modern and traditional materials are combined project a contemporary yet authentic atmosphere this is evident throughout the space, particularly with the use of subtly grained woods banded with a metal edge.

Framed text-based art provides color and texture, while delivering branded messages. Hanging glass divider panels add privacy in the seating area, where warm brown sign bands link the panels with additional messaging. Script typeface on bold color is an ownable combination and establishes an approachable voice.

In a key change, the old pencil-and-paper sandwich ordering method at the made-to-order counter is replaced with wireless devices. This new efficient system allows customers to maximize their dwell time in the space and explore Au Bon Pain’s full offerings.

The changes in the store appearance has been complemented by menu enhancements.

Au Bon Pain is ramping up its expansion. It plans to add more than 20 new locations this year, including units in such new markets such as Sacramento, Calif., and Nashville, Tenn.

To see more photos of Au Bon Pain’s new store design, click here.

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Apr-28-2013 05:25 pm

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duyentran607 says:
Apr-10-2013 07:54 pm

Au Bon Pain’s new look is bright, welcoming and energized with color. Communication zones clarify the offer and enable customers to build their order with speed and convenience.green beans

P.Lopez says:
Apr-10-2013 07:50 pm

The response we’ve been getting to our new prototype has validated our decision to accelerate our growth, including going to new markets nationally. Chatrandom.com

P.Lopez says:
Apr-10-2013 07:50 pm

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J.Hams says:
Dec-25-2012 08:22 am

I have a memory foam mattress and love it. I don't think its very hot, but then again my house is really cold even in the hot summers. The first night I didn't really like it but now I really, really love it. I have had it for about a year. One thing you might not knowrsg is that when they are advertised, it may say something like temperature controlled. Ect. That just means that the spot you have been laying in gets really soft and comfy. The rest of the mattress will feet a lot harder and harder to the touch. Hope that helped and made sense!!! craftmatic

J.Hams says:
Dec-25-2012 08:22 am

I have a memory foam mattress and love it. I don't think its very hot, but then again my house is really cold even in the hot summers. The first night I didn't really like it but now I really, really love it. I have had it for about a year. One thing you might not knowrsg is that when they are advertised, it may say something like temperature controlled. Ect. That just means that the spot you have been laying in gets really soft and comfy. The rest of the mattress will feet a lot harder and harder to the touch. Hope that helped and made sense!!! craftmatic

T.Tiger says:
May-30-2012 07:25 am

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T.Tiger says:
May-30-2012 07:25 am

Taking the customer experience to the next level is a big factor in any fields. Nice post! Tax Tiger

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Mrs. Green’s officially confirms purchase of A&P Superfresh stores

BY CSA STAFF

SCARSDALE, N.Y. — Natural food retailer Mrs. Green’s Natural Market confirmed its acquisition of seven Superfresh grocery locations in Maryland and one Superfresh location in Washington, D.C., from the Great Atlantic and Pacific Tea Co.

"This investment is part of a strategy to grow our concept in underserved regions," said Matt Williams, CEO of Mrs. Green’s parent company, Natural Market Restaurants. "We have been exploring several options in Maryland and Washington, D.C., and this acquisition is a tremendous first step in providing consumers with healthy, natural and affordable food choices."

As previously reported, A&P auctioned off 25 Southern Superfresh locations as it implements its financial and operational restructuring.

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Au Bon Pain, Boston

BY CSA STAFF

Au Bon Pain is updating its brand experience with a new customer-centric design that gives the store a more distinct personality. It also makes the space easier to navigate, with the layout redesigned to speed service.

“We’re taking the customer experience to the next level,” said Sue Morelli, CEO for Au Bon Pain, which operates 318 locations in the United States and internationally. “The response we’ve been getting to our new prototype has validated our decision to accelerate our growth, including going to new markets nationally.”

The new design, by Interbrand Design Forum, Dayton, Ohio, made its debut in a remodeled store in Boston, and will be in place in 26 locations by August. The café-bakery chain has already remodeled a majority of its locations in the greater New York City area, with the redone stores generating “double-digit” sales increases, according to Morelli.

For the full story, click here.

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