Next Generation Big Boy Prototype Restaurant Opens in Grand Rapids

Big Boy Restaurants International LLC introduces a cornerstone for relaunching the brand in 2003 with the January 14 opening of the new Big Boy prototype Restaurant in Grand Rapids, Michigan. The new Big Boy prototype restaurant, located at 407 Pearl Street N.W., will host a VIP reception Monday, January 13 from 5-8 p.m. for 100-150 dignitaries and invited guests. The following day, Tuesday, January 14, the restaurant opens to the public.

The prototype's design focuses on the company's goal of capturing all of the brand's elements and will set the design standard for future company- and franchise-owned stores across the nation. With over 4,400 square feet of floor space, the new Big Boy prototype restaurant will seat up to 150 customers. As customers enter the brightly lit entranceway, they will be struck with the openness of the new design.

"We wanted an interior design to help build our brand by drawing on the past while at the same time propelling us forward," said Tony Michaels, CEO of Big Boy Restaurants International LLC. "This design, by Lewis and Partners Design of Bath, Ohio, captures and communicates the energy and fun of our restaurants. Great emphasis was put on value engineering -- delivering all the personality while still making it cost efficient to build."

The new restaurant's interior concept was designed to be an integral part of the overall branding of Big Boy Restaurants, working as a visual tool to tie all the branding elements together.

For example, the new interior design features a separate ice cream/shake shop bar that is reminiscent of Big Boy Restaurants of old while emphasizing Big Boy's own signature premium ice cream. In addition, there is a very well- defined takeout area with retail items prominently displayed, designed to improve customer service and increase retail sales.

The floor plan makes sure that all the tables and booths have clean sight lines, meaning no one looks into the kitchen or a server station.

The chairs and booths provide comfortable seating designed to make the dining experience as enjoyable as possible. A wide expanse of outside windows lets the natural light in during the day and shows off the restaurant's interior from the street at night.

Special thought was given to choosing building materials and lighting that were great looking, easy to install and easy to maintain. With this in mind, Lewis and Partners chose multiple floor and lighting effects that work together to create the perfect ambience.

Flooring treatments include a tiled entrance for easy upkeep that blends into carpeting and vinyl tile in other parts of the new prototype Big Boy Restaurant. The lighting includes lots of recessed lights and pendant lights with beautiful cobalt blue glass shades over the booths.

Add to this a large mural showing the evolution of the Big Boy character over 60-plus years, easy-to-install vinyl wall graphics featuring the signature Big Boy Restaurant red and white checkerboard pattern, lots of easy- to-clean plastic laminates and stain-resistant seating fabrics and you have a stunning visual feast for the eyes. All of these elements blend together seamlessly with a specially selected color scheme of red, white, cobalt blue and burgundy to deliver a memorable place to dine. It sets the stage for the building of many more successful Big Boy Restaurant franchises in the future.

The opening of the new prototype restaurant is the showpiece in the company's exciting plans for 2003. Within the next two months, Big Boy Restaurants will break a new multi-media advertising campaign. Created by SMZ Advertising of Troy, Michigan, to relaunch the brand will include new store menus incorporating images of the ever-popular Big Boy character in memorable scenes.

Headquartered in Warren, Michigan, Big Boy Restaurants International LLC is the exclusive worldwide franchiser of more than 455 Big Boy Restaurants in the United States and Japan.