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WHERE'S THE PIES?
28 October 2016

WHERE'S THE PIES?

I once got a brief from a national pie chain. My first reaction on seeing their existing stores was, "Where are all the pies?" 

They had lots of other stuff in the window and on the lease line - croissants, wraps, rolls, soft drinks...I just couldn't see any pies. They were hidden in the back somewhere.

Quick service restaurants should be simple and obvious. If you're selling pies, get them in the front window and make them look as tasty and irresistible as possible. Better still, find some unique way of visually owning or disrupting the category and make that the main feature of your store design.

Here's an example of how a European operation has done it with toast. Yup. They sell toast done many different ways. It's eye catching. It works. It's called Pain Grillé. It's toast. Simple as that.

28 October 2016
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