La Clueca Restaurants | Design Management

Design Management for a brand new fast service restaurants chain developed and franchised by Heineken

The Challenge

La Clueca restaurants Design Management (by Heineken)
2013-2014, prototype restaurant

In 2013, BEER & FOOD restaurant group (part of HEINEKEN Spain) decided to create an innovative restaurant concept based on fresh made and customize Spanish omelette.

During this period, THE INNOVA ROOM managed the design and integration with other areas, study of the spaces, analysis of expansion opportunities and management of the openings of the prototype restaurants.

Subsequently, we evaluated the market test with the client, and we adjusted the prototype for the expansion.

How We Did It

A) Concept

The architectural project was led, the design and execution of the prototypes were supervised until the opening. The image of the interior design concept was integrated with the brand’s concept created by Marketing team.

B) Franchise Design Book

Based on the typical local project, the Design Book was prepared, which includes all the technical-aesthetic characteristics that a local must meet, as well as the catalog of furniture, equipment and decoration typical of the banner.

Once the prototype restaurant was completed, an element approval process was carried out in order to achieve economies of scale in the expansion.

C) Expansion and analysis of opportunities

After the opening of the pilot and until mid-2015, the feasibility analysis of premises for the implementation of the banner was carried out, according to an innovative agile methodology developed by THE INNOVA ROOM, thanks to which very accurate investment evaluations are obtained in less than 24h.

D) Project Management

The pilot store was managed from its analysis to its opening. In the post-opening phase, modifications to the concept were managed to adapt to the changing needs of the evaluation phase.

Design team:
Executive project and construction: Revescoan
Communication design: Food Service
Image source: corporate website of Beer & Food

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