Rejuvenating
A 100 year old brand
Preserving the past, and staying relevant in the present.
Yoshinoya America
About Yoshinoya
Rooted in the heart of Japanese tradition, Yoshinoya America is a long-standing culinary landmark, tracing its roots back over a century to the quaint settings of a small fishing village in the 1890s.
This humble beginning laid the foundation for a remarkable journey to see Yoshinoya evolve into a well-loved fast-casual dining brand with over 1,100 locations globally.
Infusion of Modern Spirit
A FRESH OUTLOOK
With over 100 locations in Southern California, Yoshinoya America has been serving its real cooking. 'Made by hard-working people, for hard-working people' is the brand's approach to make a delicious difference in their customer's day.
Despite its loyal customer base and unique market position, Yoshinoya was concerned about being perceived as a weary brand. The image projected by its restaurants had started to feel somewhat dated, reminiscent more of a bygone era than a contemporary dining spot. Also, most of the brand's locations were not suited for the customer trends of pick-up orders coming out of the pandemic and needed an update.
New Interior Dining Area
A Vision For Rebirth
The aim was simple – make the Yoshinoya experience more appealing and thus encourage their existing patrons to dine more frequently but attract and introduce new customers to the brand. Yoshinoya wanted to turn the modernization of the brand into an increase ROI, market share, and back-of-house efficiency.
Dunne Kozlowski was happy to collaborate with Yoshinoya to reach their brand and business goals. We saw the potential for more: We aspired to elevate Yoshinoya's physical presence to a level that could compete with its big competitors.
Branding
Incorporating the bowl-shape of the Yoshinoya logo in prescriptive locations.
Branding
Storytelling
Custom wall covering to tell a century-old origin story in a modern way.
Storytelling
Customer Experience
Simplified pick-up process for digital orders.
Customer Experience
Seating options
Simplified customer journey
Collaborative Synergy
Operating in harmony with Yoshinoya's core brand ethos, our design approach revolved around fusing the elements of Yoshinoya's Japanese origin with its modern American incarnation. Our designers threw themselves into translating the brand's rich historical narrative into a design that spoke volumes about its past while staying relevant to the present.
To enhance the brand's storytelling, we devised a custom wall covering that depicted the original fishing village, providing customers with an immersive view of the brand's history. As part of our efforts to simplify the customer's journey, we borrowed a leaf from Chipotle's book. They had perfected the art of ushering customers through their choices, which we sought to replicate.
Acknowledging the evolving dining trends owing to the pandemic, we re-engineered the physical space to incorporate a dedicated pathway for pickup and carryout. This modification helped alleviate operational bottlenecks and ensured a seamless experience for in-store customers.
We moved away from the cafeteria-like layout in the dining room, opting for a more dynamic and flexible seating arrangement catering to a broader range of customer groups. Developing seating options provided a more comfortable experience for customers and new spaces to re-enforce the brand experience.
Rejuvenating
Vison To Reality
The design team rose to the challenge of transforming the essence of the rebranding efforts from an abstract concept into a tangible reality. The new Yoshinoya design featured a clear and intuitive ordering process, gently guiding customers through their options. This experience was carefully crafted to be equally effortless for first-timers and seasoned patrons.
Reconfiguring the front-of-house operational layout was done to accommodate the recent surge in demand for pickup and third-party delivery services. In doing so, we ensured the customer's in-store experience wasn't compromised.
The dining area underwent a metamorphosis from an undefined open space into a carefully orchestrated seating arrangement featuring booths, banquettes, bar seating, and flexible tables and chairs adapted to different party sizes.
Divided and open seating area
Signage
Core to the brand, but with a modern look.
Signage
Exterior
Sleek, bold, and illuminated to draw customers in off the street.
Exterior
Refresh
Light, clean, and stylish.
Refresh
A Testament to Success
The outcome of this collaborative endeavor was reflected in the resounding business growth that followed the rebranding efforts. This rejuvenated brand image resonated with Yoshinoya's customer base, bolstering their brand appeal and enticing regular patrons to dine more frequently.
The story of Yoshinoya's transformation illustrates the power of a symbiotic relationship between a deep understanding of a brand's DNA, an innovative approach to design, and an unwavering commitment to operational efficiency. This narrative serves as a beacon for the restaurant management industry, offering insights into how a carefully curated blend of brand heritage respect and contemporary taste adaptation can lay the groundwork for sustained growth and success.
Photo Gallery
Experience Yoshinoya's transformation, from the inside out.
Photo Gallery
Operational Efficiency
Yoshinoya's brand refresh increased market share and revenue by enhancing their customer journey. Operational efficiency played a big role.