Premium smoothie franchise Robeks unveiled its Next Generation concept, a redesign of the interior and exterior of a typical Robeks store. The new prototype—just less than 1,000 square feet—is designed to make Robeks more convenient and accessible to customers and more efficient and profitable for franchisees.
Robeks corporate staff spent much of 2013 revamping store designs and gathering information from key stakeholders, who include the Robeks executive team, customers, franchisees, regional directors, and more.
“We redesigned the inside and outside of the entire box—with an eye on visual impact, operational improvements, functionality, customer flow, and new equipment,” says Robeks chief marketing officer Chad Bailey. “When you enter a Robeks now, one of the first things you see is our gorgeous display of fresh fruits and vegetables. You will know instantly that you’re getting a one-of-a-kind, superior experience.”
The new designs feature a subtle color scheme of muted teal, orange, green, and gray and a simplification of Robeks original hummingbird logo to make it more robust and easier to read. The hummingbird is designed to give the sensation of motion, much like the typical Robeks customer.
“The hummingbird sums up the Robeks brand,” Bailey says. “Our products give energy. Our guests live active lifestyles, and it takes their energy to fuel the brand.
“We wanted a retail environment that’s more sophisticated and more reserved,” Bailey adds. “A fine wine doesn’t scream at you, nor does the color palette inside our stores.”
The 1,000-square-foot footprint will make it easier for store owners to find quality locations, and it will give them the ability to expand to nontraditional spaces, such as yoga studios, airports, or within other retail stores.
The Next Generation store includes three new Robeks stores in Philadelphia and Costa Mesa, Orange County, California. Remodeled stores are underway in Monrovia and Culver City, California. Three tiers of remodeling packages will be offered, and all stores will be required to remodel with the new design.