The Boston Market restaurant chain offers wholesome, convenient, great-tasting meals in a fast-casual atmosphere. In an effort to bring back the family dining experience; the cornerstone of their business, they decided to renovate and revamp their entire guest experience as well as change their market positioning to “America’s Kitchen Table.” Price points were to remain comparable, while increasing the selection of gourmet sides and display format. They needed a menu system that was clear, easy-to-understand and appeared more recipe-like.
The Customer Solution
The VGS in-house design studio, Studio D, designed the new menu board system and inserts. They also helped to establish the “graphic standards” for some of Boston Market’s homey, recipe-driven, quality products and messaging. We employed our MagaLens® menu solution, allowing them to control menus with full sheet posters which could be produced very econo-mically; it also allowed easy and frequent changeability, as often as their marketing strategies and product selection needed freshening. The entire chain was converted—including full menu board systems, freestanding displays and countertop displays—in an aggressive 90 days.