Scratch-made biscuits are not new for Bojangles’. But as more restaurants tout housemade fare, the chicken concept realized it needed to communicate those claims more overtly. “As we go into new markets, we want to make sure we get credit for making biscuits from scratch,” says Randy Icard, VP of construction and development.
Enter Bojangles’ newest prototype, featuring what the chain calls a Biscuit Theater. Behind the cash register is a window looking into the kitchen, where biscuits are prepared fresh every 20 minutes by a staffer dubbed the Master Biscuit Maker.
In addition to the emphasis on biscuits, the prototype replaced wallpaper and thin carpet with exposed brick and a mix of tile and wood floors. Also upgraded: digital menu boards, LED lighting and a tankless hot water system.
Seating has been revamped to accommodate a range of dining occasions, from work sessions to midday snacks and family dinners. Booths, four-tops and banquettes are joined by high-top communal tables, two-tops and Adirondack chairs near the windows, where customers can linger with their phones while they use the new free Wi-Fi. Other new technology adds include electrical outlets throughout the dining room that also feature USB charging ports.
The revamped Bojangles’ restaurant—which launched in Greenville, S.C., in January—is the first ground-up redesign. The chain is currently working on rebuilding or remodeling four existing Bojangles’ restaurants in its home base of Charlotte, N.C., where they’ll test the new look before rolling it out to other markets.
Concept: Bojangles’
Location: Greenville, S.C.
Footprint: 3,900 square feet
Seating: 70
Key features: Biscuit Theater; Adirondack chairs; charging stations; digital menu boards; colored crocks for side dishes