Industry News | January 17, 2014 | QSR Exclusive Brief

Bruegger’s Roots Inspire New Store Prototype, Art Contest

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Vermont-based Bruegger’s Bagels announced a new store design that will debut in St. Paul, Minnesota, with a look that company executives hope will be a more relevant, modern space.

The brand also launched an “Artist Challenge” contest as part of the new store, intended to engage consumers nationwide by asking for pieces of art that could hang on the new unit’s wall.

“The overall design is just much more updated and relevant today. It’s got a much warmer feel,” says Judy Kadylak, director of marketing for Bruegger’s. “Every element in this new design is very intentional and very focused on supporting the brand positioning.”

Kadylak says Bruegger’s New York–style artisan bagels and loyal consumers were the inspiration behind the contemporary design. The revamped store includes a full espresso bar complete with a full-time barista, a “baked theater” open floor plan to include guests in the baking experience, and wood, metal, and ceramic tile surfaces designed to convey a warm, welcoming atmosphere.

The newly designed store will open January 22. Kadylak says the brand plans to integrate this design throughout the system over the next couple of years. All new builds will embody the new look and design, she says.

In conjunction with the new prototype, Bruegger’s is launching the “Artist Challenge” with a $10,000 prize to encourage consumer participation and brand awareness. The concept emerged from Kadylak’s desire for guests to share in the development excitement.

“We are a neighborhood gathering place at our core,” Kadylak says. “[The Artist Challenge] potentially puts us on the radar of folks that maybe aren’t even familiar with Bruegger’s ... or our current guests who really have a passion for the brand. We just felt like it was a win-win on both sides.”

The Artist Competition begins January 27 and runs through March 31. The winner will not only win a $10,000 cash prize, but will also have their art piece displayed on a large, brick feature wall in the St. Paul store, as well as in other bakeries around the country.

Kadylak encourages consumers nationwide to participate. “It’s open to anybody, it can be in any market even if there isn’t a Bruegger’s,” she says. “We’re focusing on colleges and art schools, and our PR outreach is focused that way, but we’re open to submissions from anybody.”

By Marlee Murphy