“When we hired you, I knew it would look great, but, I must say it looks even better than I imagined.” Chef Franklin Becker
ICRAVE teamed up with Aurify Brands, the owners of Five Guys and Melt Shop to reshape the quick serve experience with this new casual restaurant serving an accessible, ingredient-driven menu by nationally acclaimed chef Franklin Becker. The first location on 50th Street in Midtown Manhattan caters to the hurried lunch crowd.
ICRAVE worked with The Little Beet team to create an experiential quick-service model that actively promotes guest engagement with fresh, all natural ingredients. A multi-exposure menu wall made of hand painted wood, chalkboards, and butcher paper graphic panels, highlights the seasonally rotating menu items. Guests on the move can choose from a selection of freshly made grab-and-go items at the front of space, while a second, dynamic queue allows others to traverse through an open-style kitchen, watching the chefs as they actively prepare each customer’s chosen menu items.
The design further emphasizes The Little Beet’s commitment to simple, fresh ingredients by infusing the space with natural elements. Polished concrete and wood reminiscent of a garden path bring clean, subtle textures into the space. A handmade grid system suspends lush plants and herbs along the walls and onto the ceiling, highlighting the authenticity of the menu and ingredients. The design team used a mostly neutral color scheme to showcase the food, the menu, and The Little Beet’s signature beet colored logo.
The result is a unique pairing of superior customer service with a high quality, healthy dining program, transforming the quick-serve dining experience.