La Chelinda | Concept Design Management

New themed international restaurants brand developed as a franchise by Heineken

The Challenge

Design Management for new franchised Mexican restaurants brand “La Chelinda”
2015, conceptualization and first pilot

In 2015, BEER & FOOD restaurant group (part of HEINEKEN Spain) decided to create a new concept of Mexican restaurants, where beer would take center stage along with a contemporary image.

During this period, THE INNOVA ROOM managed the design and integration with other corporate areas, study of the spaces, analysis of expansion opportunities and management of the openings of the restaurant prototypes as market tests.

Likewise, we managed the changes required by the brand to adapt the test restaurants to the evolution of the concept and the market.

How We Did It

A) Concept

We led the process of updating the interior design and supervised the implementation of the pilot premises. The interior design concept was integrated with the new brand identity. Also, the gastronomic proposal was updated by the prestigious chef Jesús Almagro, making it more local and personalized.

B) Prototype implementation

Gambrinus Gastro-Cervecería prototype restaurant was managed from the analysis phase to the opening. In the post-opening, several adjustments of the concept were managed, according to the result of the market test.

C) Franchise Design Book

Once the market test and the ulterior adjustments to the concept were made, we created the Design Book for the expansion with a franchise business model. This document includes all technical and aesthetic characteristics a franchised restaurant should meet. It also includes the definition of furniture, equipment and decoration of the brand.

D) Expansion and analysis of opportunities

During the entire period of creation and initial expansion, we made all the feasibility analysis of properties for the implementation of the brand. To do this, we implemented our innovative agile methodology developed by THE INNOVA ROOM, with which the client can obtain a very accurate investment evaluation in less than 24 hours.

Design team:
Interior design concept and development: Labmatic
Visual identity and communication: Branward

Image source: corporate website of Beer & Food (later became Avanza Food)

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