EAT, the food, soup and coffee chain will tomorrow (Thursday 22 November) open a new concept store on London’s The Strand, marking the biggest change in the chain’s branding and store environment since its launch in 1996.
The new branding and store design is to be rolled out across EAT.’s 120-strong food chain early next year. Alongside the opening of the new store on The Strand, EAT. has also secured a new site in Reading opposite the Oracle shopping centre helping grow the brand’s presence outside London.
Created by architects and designers, Stiff and Trevellion, the new store on The Strand has been designed with customer experience in mind with significant changes made to the way the store operates. The kitchen has been opened up to allow customers to see what’s going on and putting the preparation and serving of the food at the heart of the customer experience.
EAT. has also introduced a new digital menu board for its hot food menu. The digital menu lets customers see what is coming up on the menu for the next day and the next week while they’re making their choice for lunch that day.
A number of new food and drink lines will also be introduced to the new store. A new self-service area will have breakfast on display in the morning and then afternoon tea from lunchtime onwards; this will display freshly baked goods such as breakfast pastries and cookies.
EAT. worked with design agency The Plant on the new branding, and artist Joel Penckman produced the store’s hand-painted food illustrations the highlight the crafted aspect of EAT.’s food.
“We are very excited to be unveiling EAT.’s new look which we feel reflects the core principles on which our brand was originally founded,” commented Sarah Doyle, EAT.’s marketing director. “It is modern and stylish, yet also has a natural, simple and handcrafted feel which reflects the essence of our food. The new design marks the start of a new stage of growth and expansion for the business”.