Nation's largest fresh-tossed salad franchise revamps look to increase efficiency and decrease startup costs for franchisees and create more welcoming atmosphere for dine-in customers.
Founded in 1986, and a franchise since 2001, Saladworks has developed a solid foundation and loyal following in 14 states and two countries. As any established brand knows well, the key to longevity is maintaining your core attributes customers fell in love with, while at the same time, incorporating updates and improvements to remain relevant as tastes and trends evolve.
“We realized that there were a number of stores that were in need of refreshment—some stores had gone up to seven years since a redesign. We sought out a new design that would be pleasing, comfortable and inviting and would embody our brand’s fresh, farm-to-fork concept,” said Patrick Sugrue, Saladworks’ CEO. “It’s all about becoming current and broadening our appeal.”
Sugrue is referring to the brand’s 2016 launch of a new store design and updated logo. The new design has replaced bright secondary colors with an organic, earthy influence and an inviting palate that includes natural colors and warmer tones. The appeal within the new design is broad, and the resdesign also offers Wi-Fi bars, communal tables and comfort seating—all geared toward promoting Saladworks as a comfortable destination for customers hungry for a convenient and healthy meal in a friendly environment.
In February of this year, the first store donning the new design was unveiled in Newtown, Pennsylvania. Since then, it has already experienced double-digit sales growth.
Saladworks did not shy from investing to make sure the new store design would accomplish the growing brands’ goals. The company worked with Odom Architects, P.C of Mobile, Alabama. Owner Angie Odom, who has expansive experience in franchise restaurant store design, helped the Saladworks team realize the vision they had for the refreshed look.
All new store build outs moving forward will follow the new design and brand specs. In addition to the stores already in development for this year, Saladworks is ready to take its new look to additional markets and is currently eyeing expansion in major cities across the Northeast from Boston to Washington D.C.
Sugrue believes that introducing the new store design throughout the Saladworks system will help drive guest counts and unit-level economics, thanks to customers both new and old.
“Our core customers keep coming back—they’re enjoying the new feel. But our less-frequent customers are noticing something different about us, too, and they want to see what it’s all about,” Sugrue said. “The awareness and trial that this stimulates is translating into visitation and adoption, which is exactly what we want to do. Ultimately, we believe this will expand our customer base by bringing in new guests who will feel comfortable enough that they will want to keep coming back. Our new store design will be a significant driver of our future same-store sales growth.”
To learn more about Saladworks, click here.