Bagel With Everything

New World Restaurant Group Inc. (Golden, Colo.) has announced the introduction of Einstein Bros. Café.

In an attempt to move the brand identification beyond merely the bagel, Einstein Bros. Café will offer a lunch and dinner menu. New World says the restaurant’s new look, developed in conjunction with Chute Gerdeman (Columbus, Ohio), is designed to position Einstein Bros. Café as a “dine-in choice conducive to meetings, family meals and groups dining out together.”

The first unit of the quick casual restaurant, in Denver’s Stapleton neighborhood, is scheduled to open today. Plans call for conversion of the remaining Einstein Bros. Bagel locations on a market-by-market basis.

The exterior has been updated with modern design elements using glass, steel and aluminum with clean, angled lines. Chute Gerdeman’s work also included the design of a new logo, a new exterior and a more efficient ordering system. The new logo contains an intersecting fork and spoon placed against a four-squared backdrop of bright green, blue and orange. The four squares symbolize the four seasons. With the advent of each season, Einstein Bros. Café plans to introduce menu items to reflect that time of year.

The interior features warm, contemporary lighting, dark woods and colorful textiles. High- backed booths and comfortable chairs were chosen to create a more relaxing setting. “The design focuses on creating an experience where customers concentrate on enjoying the food, rather than waiting in line for it to be prepared,” commented Tony Oliver, Chute Gerdeman’s director of environment. The café is also equipped with free wireless internet access.

Dine-in meals will be served on plates, with flatware. Hot beverages are served in ceramic coffee mugs. “The Einstein Bros. Café experience is about the food,” said Karen Bebus, brand manager for Einstein Bros. “The switch to tableware defines the quality of our food and creates a dine-in atmosphere. Guests are more inclined to relax and enjoy their meals versus taking it to go.”

New World Restaurant Group, which purchased the 425-unit Einstein Bros. chain in June 2001, also operates Chesapeake Bagel Bakery, Manhattan Bagel, Noah's New York Bagels and New World Coffee.