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Designing A New Food Experience

Bertucci’s needed to adapt to a changing market in order to grow. Although their current brand was strong, the family-friendly, Italian restaurant chain needed to design a new restaurant concept in order to create a social eating experience that would appeal to how consumers eat today. Drawing on Bertucci’s strong brand heritage, trends towards more authentic foods, and the social habits of Millennials,

we worked together to create a completely new and contemporary casual restaurant concept called 2ovens.

Continuum, in partnership with Bertucci’s, crafted the brand proposition, service experience, food concept, visual identity, and environmental design of the new offering. 2ovens was inspired by Bertucci’s passion for brick-oven cooking that’s been built over the past thirty years. With two brick ovens at its heart, 2ovens features an energetic and warm atmosphere with an open kitchen and an emphasis on social dining and seating. The ovens are the only method of cooking in the restaurant and the menu offers a thoughtful selection of signature pizzas and shared plates.

The emphasis on a holistic food experience makes 2ovens unique in the restaurant marketplace — one that’s flexible in delivery, allows guests to connect with others the way they want, and the freedom to make their dining experience their own. This is the key to ensuring authenticity and relevance with key Millennials. Sharing and social interaction are encouraged by the menu, communal seating, high-top tables, and energetic staff.

In addition to delivering a distinctive and holistic brand experience, 2ovens had to deliver business results. To do this, we worked collaboratively across disciplines ranging from marketing to operations to finance. This integrative approach mixed qualitative and quantitative research and full experiential and business model prototyping in parallel to achieve smart tradeoffs at every stage of development.

Designing the business, along with the brand and restaurant concept, allowed us to work with all levels of the organization, prototyping in the language that each silo speaks in, resulting in one of the fastest time-to-market of any new restaurant chain: 2ovens went from nascent idea to restaurant opening in just 10 months.

The first 2ovens concept restaurant opened in December 2012 in Massachusetts. From the mobile app to the cocktail list to the light fixtures, our shared vision has become real. Two additional restaurants will be opening in the first quarter of 2013, with additional rollout throughout the year.

In July 2013, 2ovens was featured in a Forrester Report called “Customer Experience Innovation Demystified: Frame Innovations With Customer Needs, Business Model, And Brand.” Read more about the report here.

HOW Design Awards
2013 Promotion & Marketing Design Merit Award