Slim Chickens - Concept Presentation

Slim Chickens Bentonville, AR Concept Presentation

Phase 2 Concept August 2021

Slim Chickens

Contents 1.0 Customer Journey 2.0 Planning 3.0 Design

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1.0 Customer Journey

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Customer Journey Current Journey

DRIVE THRU WINDOW

DRIVE THRU WINDOW

KITCHEN / BOH 1600 SF

ORDERING COUNTER

RESTROOMS 200 SF

PATIO 430 SF

DINING 970 SF

LOBBY 200 SF

CURBSIDE

PARKING

DINE-IN & TAKEOUT

MOBILE APP

DSP

CALL-IN

WEBSITE

DRIVE-THRU

Pg. 4

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Touchpoints / Moments Wayfinding

View from highway

Drive thru entrance

Order & Pickup

POS Station

Main Dining

Outdoor Dining

Signage seen before walking in

Drink Station

Restroom Wayfinding

Restroom Wayfinding

Main entrance

Trash Receptacle

Restroom

Pg. 8

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2.0 Planning

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2.1 Layout - Existing

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Zoning Plan

Fixed Indoor Seating Loose Indoor Seating Circulation Space

BOH Storage / Prep Areas

Existing

Drive-Thru Fixed Seating Cookline

Drinks Pickup Office

Outside Seating

Service Counter

Male and Female Restrooms

Communal Table Loose Dining

Refuse / Service Areas Restrooms

Entrance Lobby

Patio Loose Seating

Fixed Seating

Pg. 11

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Customer Journey Existing

COVER COUNT Inside DRIVE THRU WINDOW

Fixed - 34

DRIVE THRU WINDOW

Loose - 34 Total - 68 Outside Loose - 32

Customer Journey Key

Total 100

DINE-IN & TAKEOUT

RESTROOM

SERVICE COUNTER

MOBILE ORDER

EXIT SERVICE COUNTER

RESTROOM

RESTROOM

DINE-IN & TAKEOUT

SERVICE COUNTER

MOBILE ORDER

EXIT

EXIT

Pg. 12

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2.2 Dogtrot Principles

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Dogtrot Principles Option A + B

The ‘old dog was too hot to trot’.

Existing Slim sites already borrow elements from the dogtrot house. The aim is to increase these elements with influence from ‘less-rustic’, modern versions that conform with current Slim’s ‘open and modern architecture’ and to begin to form a kit-ofparts for future sites.

Dogtrot houses are characterized by a central ‘breezeway’ that separates living and sleeping areas from a dining room and kitchen. We aim to mimic that theory with our space planning via layout, material selection and architectural elements.

SIDE AREA

Central Dining Zone

FRONT PORCH

‘BREEZEWAY’

SIDE AREA

Pg. 14

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Dogtrot Side Areas Look & Feel

Pg. 15

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Dogtrot ‘Breezeway’

Central Dining Zone Look & Feel

Pg. 16

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2.3 Layout - Option A

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Zoning Plan

Fixed Indoor Seating Loose Indoor Seating Circulation Space

BOH Storage / Prep Areas

Option A

Drive-Thru

Drinks Pickup Fixed Seating

Cookline Loose Dining

Office

Outside Seating

Communal Table

Service Counter

Male and Female Restrooms

Entrance Lobby

Refuse / Service Areas Restrooms

Mobile Pickup

Patio Loose Seating

Loose Dining

Fixed Seating

Pg. 18

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General Arrangement Option A - Front of House

COVER COUNT Inside Fixed - 32 Loose - 36 Total - 68

Outside Loose - 32

Total 100

Pg. 19

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Customer Journey Option A

DRIVE THRU WINDOW

DRIVE THRU WINDOW

Customer Journey Key DINE-IN & TAKEOUT

RESTROOM

SERVICE COUNTER

MOBILE ORDER

EXIT SERVICE COUNTER

RESTROOM

RESTROOM

DINE-IN & TAKEOUT

SERVICE COUNTER

MOBILE ORDER

EXIT

EXIT

Pg. 20

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2.4 Option B.1 + B.2

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Zoning Plan

Fixed Indoor Seating Loose Indoor Seating Circulation Space

BOH Storage / Prep Areas

Option B.1 + B.2

Drive-Thru Fixed Seating

Cookline Office

Outside Seating

Service Counter

Male and Female Restrooms

Patio Fixed Seating

Loose Dining

Communal Table Patio Loose Seating

Entrance Lobby

Refuse / Service Areas Restrooms

Fixed Seating

Mobile Pickup Drinks Pickup

Pg. 22

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General Arrangement Option B.1 - Front of House

COVER COUNT Inside Fixed - 27 Loose - 36 Total - 63

Outside Fixed - 12 Loose - 25 Total - 37

Total 100

Pg. 23

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General Arrangement Option B.2 - Front of House

COVER COUNT Inside Fixed - 48 Loose - 22 Total - 70

Outside Fixed - 12 Loose - 27 Total - 39

Total 109

Pg. 24

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Customer Journey Option B.1 + B.2

DRIVE THRU WINDOW

DRIVE THRU WINDOW

Customer Journey Key DINE-IN & TAKEOUT

RESTROOM

SERVICE COUNTER

MOBILE ORDER

EXIT SERVICE COUNTER

RESTROOM

RESTROOM

DINE-IN & TAKEOUT

SERVICE COUNTER

MOBILE ORDER

EXIT

EXIT

Pg. 25

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3.0 Design

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Materials

Main Counter / Entrance / WC Corridor

3 1. Music Artwork 2. Colored Corrugated Metal Counterfront 3. 4” x 8” “Corrugated” Tile - Wall 4. Faux Polished Plaster 5. Corian Countertop 6. Vinyl Wall Covering

1

2

3 4

8

9

5

7. Brick Slip Wall Finish 8. Colored Glass Viewing Window 9. Inspirational Image

6

7 4

Pg. 27

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Materials

Dining Area - Side Sections

1

1

2

3

4

5

1. Porcelain ‘Terracotta Effect’ Tile 2. Green Powdercoated Table Bases 3. Red Faux Polished Plaster Wall Finish 4. Corian Countertop 5. Acoustic Ceiling Panels 6. Wood Flooring 7. Timber Feature Wall Finish 8. Corrugated Panels 9. Colored Lighting Cable w/ Ceramic Guides 10. Medium Brown Faux Leather

6

7

9

8

xbl Pg. 28

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Materials

Dining Area - Breezeway

4

1 1. Acoustic Ceiling Panels 2. Medium Gray Semi Gloss Powdercoat

3

3. Oak Framework 4. Chicken Wire Glass 5. Oak Joinery 6. Lighting Flex Cable Detail

1 2

5

7. Pistachio Green Faux Leather 8. Red Chicken Wire Upholstery 9. Reclaimed Look Timber Floor with Color Accents

6

3

7

8

9 Pg. 29

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Materials Restroom

1. Vinyl Wallcovering - Wall 2. OSB Panel - Ceiling 3. Off white hexagon porcelain tile - Wall 4. Dark Stained Concrete- Floor

1

2

3

4 Pg. 30

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Furniture Direction Dining Area

1. Stool - Dining Height 2. Stool / Table Detail 3. Dining Chair 4. Table and Lamp Detail 5. Stool - Counter Height 6. Banquette Stitch Detail

1

2

3

4

5

6 Pg. 31

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Lighting Direction Overall

1. Pendant Light 2. Pendant Light 3. Wall Lights 4. Exterior Gooseneck Lamp 5. Breezeway Feature Pendant 6. Flex Cable Details

1

2

3

4

5

6 Pg. 32

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Furniture Direction Patio Area

1. Outdoor Dining Chair 2. Outdoor Dining Stool 3. Outdoor Table 4. Outdoor Banquette Detail

1

2

3

4 Pg. 33

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Wayfinding / Guest Journey Look & Feel

IN-STORE PICKUP PARKING INSTRUCTIONS INSTRUCTIONS INSTRUCTIONS

CURBSIDE PICKUP ONLY

ORDER HERE

PICK UP

PICK UP Pg. 34

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3.2 Exterior Elevation Exploration

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Exterior Design Direction - Signage

Pg. 36

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Exterior Elevation Design Direction - Option A

Pg. 37

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Exterior Elevation Design Direction - Option B

Pg. 38

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Exterior Elevation Design Direction - Option C

Pg. 39

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3.3 Potential Design Moments

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Musical Heritage

Musical Heritage Designed by Slim

To personify and add depth to the Slim character expanding upon Slim’s musical background and the culture surrounding him. A celebration of the legendary characters of the South.

A reference to Slim Chickens music festival roots.

Pg. 41

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Musical Heritage

Interior Moments

Music Poster Wall Corridor

3

4

4

2

6 7

5

5 1

1

Version A

1

2

3

8

Version B

4

5

6

7

8 Pg. 42

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Musical Heritage / Slims Humor

Interior Moments

‘Slim World’ Music Posters

Pg. 43

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Musical Heritage

Exterior Moments

‘Recording Artists’ In-Store Pickup Parking

PICK UP

Pg. 44

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Musical Heritage

Exterior Moments In Car Slims Radio

While the customer is waiting in their car they can tune into the curated slims playlist. Through Spotify a playlist can be created including blues, rock n roll and bluegrass.

1. Monthly playlist releases 2. Slimthusiasts can propose songs for playlists 3. Different playlists for different genres 4. Signage on drive-thru elevation for details on ‘tuning in’

Pg. 45

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Musical Heritage / Community

Interior Moments

Instruments Wall Look & Feel

Pg. 46

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Community / Southern Hospitality

Community

Southern Hospitality Colorful and thought-provoking public art can promote positive social impact and remind locals of reasons to be proud residents. They can empower communities to re imagine and reclaim their environment by replacing dull gray skylines with vibrancy and wonder.

Furthermore, infusing positivity and fun into messaging and communication styles, can foster positive emotions from customers and employees and can provide the spark for a positive outlook on someone’s day.

Pg. 47

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Community / Humor

Interior Moments Sauces •

An opportunity for customers to express their personality is by choosing their favorite sauce and for Slimthusiast merchandise.

•

A celebration of one of Slim Chicken’s most valuable brand assets.

•

An opportunity for marketing.

Pg. 48

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Humor

Interior Moments Sauces •

Internally, a social moment can be created by utilizing light boxes featuring each sauce. A selector switch can be manipulated by guests to light up their favorite sauce.

•

At the drive thru, the sauce selection could be celebrated by projecting the chosen sauce on a digital screen or on an exterior wall near the point of order.

SLIM’S SAUCY PLAYLIST sauce name

sauce name

sauce name

sauce name

sauce name

sauce name

sauce name

sauce name

sauce name

sauce name

sauce name

sauce name

Sauce Selector Switch

Pg. 49

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Community / Southern Hospitality

Interior / Exterior Moments Mural Wall •

Opportunity to sell mural wall prints on website.

•

All proceeds could go to music-based or local charity.

•

Different site specific mural could be sold.

•

Local artists for each site.

Pg. 50

Thank You!

DALLAS 14990 LANDMARK BLVD, SUITE 265, DALLAS, TX 75254 USA T +1972-807-9257 BIRMINGHAM 15 COLESHILL STREET, SUTTON COLDFIELD BIRMINGHAM, B72 1SD UK T +44 (0) 121 321 3030 MELBOURNE LEVEL 1, 130-132 STAWELL STREET, RICHMOND VIC 3121 AUSTRALIA T +61 476 206 201