Food Retailing / Supermarkets

Atlanta Bread Co., multiple locations

The chain seeks to transform itself into a 'third-place' destination.

Published

15 years ago

March 31, 2009

Mary Scoviak

Atlanta Bread Co.’s new prototype aims to reposition the bakery/cafés from fast-pace to third-place style. “We knew we couldn’t create a space where customers would want to work, socialize and eat if we set up platoons of tables,” says Jerry Couvaras, president and ceo of the 110-unit chain. So design/architect Pazdan-Smith Group zoned the 4000-square-foot concept with half-walls and a high mix of seating. Laptop-friendly booths are set off by 48-inch-high dividers topped with slices of frosted acrylic. Loose tables and minimalist chairs with shiny vinyl upholstery add to the lounge-like ambience.

Other lifestyle-inspired decisions: Comfortably cushioned backs on booths and banquettes, more artwork and menu boards suspended from delicate wires. Franchisees are seeing the payoff. Couvaras reports same-store sales increases from single digits to as much as 28 percent.

For more on Atlanta Bread’s strategy, click here.

Project Participants

Client
Atlanta Bread Co., Smyrna, Ga.

Design/Architect
Pazdan-Smith Group, Greenville, S.C.

Ceilings
Armstrong, Lake Mary, Fla.

Flooring
Amtico, Coral Gables, Fla.

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