Bruegger’s Bagels will open a new flagship bakery in the St. Paul, Minnesota, area on January 22 that will set a new direction for its bakery design nationally.
Each detail of the new design—from the open kitchen to communal seating—has been carefully crafted, except one: the art that will grace a large, brick feature wall. That space will be filled by the winner of the Bruegger’s Bagels $10,000 Artist Challenge that will launch January 22 in conjunction with the grand opening. Through March 31, artists, both amateurs and professionals alike, can submit an abstract, two-dimensional design for the wall. The winning design will be the focal point of the bakery at 437 Commerce Drive in Woodbury and will be used in select new bakeries nationwide. In addition to bragging rights, the chosen artist will receive a $10,000 cash prize. Contest rules, submission guidelines, entry information, and other details are available on the contest tab on the company’s Facebook page.
“We are a neighborhood gathering place, and the new prototype is designed to accentuate our bagel tradition while also celebrating new ideas and the creative spark,” says Bruegger’s Bagels director of marketing, Judy Kadylak. “The $10,000 Artist Challenge is a nod to all of our guests who create the warm, inviting atmosphere in our bakeries.”
The 2,200-square-foot bakery honors Bruegger’s Bagels’ 30-year baking heritage, with the baking area taking center stage. An open kitchen and plate glass windows allow guests inside and out to watch as bakers make New York–style bagels throughout the day using a traditional kettle and artisan oven. The inviting, contemporary new interior is flooded with natural light through large windows and features simple, sleek lines and warm brick juxtaposed with stainless steel accents befitting a working bakery. A large community table and bar seating replace traditional booths and tables and encourage conversation among guests.
“Everything in the flagship reflects both our history and our future,” Kadylak says. “Like our customers, we are modern-day artisans.”
The Commerce Hill design will be the prototype for all future bakery openings and represents a departure for the brand. In addition to the new interior design, the order flow and menu have been revamped for a fresh guest experience. The Commerce Hill bakery will offer a new breakfast and lunch menu category with the addition of premium salmon items such as the Hot Smoked Wild Salmon Salad, the Salmon Reuben Sandwich made with pastrami-style salmon, and Nova Over Easy, a breakfast sandwich featuring salmon, egg, and cheese. The new bakery also will offer an espresso bar with a full-time barista preparing a variety of specialty coffee drinks.
Other enhancements first seen at the Commerce Hill location include a new logo, team uniforms, and packaging innovations.
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