Redefining the burrito? Why not redefine the quick-serve restaurant experience as well?
Boston-based Boloco is redefining the burrito with global flavor combinations. In preparation for nationwide expansion, they challenged Bergmeyer to design a new prototype that reflects the company’s core values and establishes a “vibe” in each local community. But the design team didn’t stop there. Understanding that Boloco has a tech-savvy customer base, the team leveraged technology to enhance the in-store experience and redefine the quick-serve format itself.
Recognizing that one size does not fit all, the kit-of-parts design enables “regulars” to skip the queue-to-order process via the Boloco app or expedite the process at in-store decision-assistance kiosks. Customers now have complete control of HOW they order.
Reclaimed wood and sustainable materials contribute to a relaxed environment, counteracting Mexican food associations with burritos. With a large open kitchen as its backdrop, the store balances visual openness with the creation of a variety of cozier spaces. As Boloco is a recognized innovator in the use of social media, free Wi-Fi and USB outlets at nearly every seat invite customers to tweet in store. A three-panel LCD displays an ever-changing variety of content, including live Twitter feed and “Boloco TV,” highlighting the company’s philosophy, history, and local community involvement – a call to action for their loyal customers.