Foodservice is Focus of Next Generation C-Store

King-Casey (USA) Principal, Howland Blackiston, will be a keynote speaker at the AACS Convenience Leaders Summit on 23rd August Don’t miss this event.
American Natural, a new convenience store designed by King-Casey opened recently outside of Pittsburgh. The goal was to develop an innovative, next generation c-store that surpassed all other competing c-stores with respect to its foodservice offering.
The client’s vision and objective was for American Natural to be a foodservice and fuel destination of choice, providing freedom and flexibility to the modern consumer convenience lifestyle. King-Casey created brand identity and store design concepts that are visually compelling and functionally and operationally sound. These combined with King-Casey’s proprietary COZI® methodology, result in a 3-Dimensional branded environment that showcases American Natural’s commitment to the environment and its fast casual menu and dining experience. The net result being a compelling and memorable customer experience.
Please scroll down to see more photos of American Natural, and to learn about King-Casey’s work on this project.

The exterior materials include re-cycled wood to underscore the brand’s commitment to the environment. Design style and trade dress delivers a “fast casual” brand image. The activation of the logo/icon shapes are used throughout the store contributing to proprietary 3-D branding.

3-Dimensional branding of the concept extends to the design details and trade dress at the pumps and forecourt zone.

The prime sign features the “The Eatery” branding which communicates the fast casual food and beverages offered at American Natural. American Natural is positioned as a fast casual foodservice destination that also offers a choice of quality fuel options and convenience items. It is not your traditional C-Store.

The foodservice zone has become the showcase and the center of attention of the new convenience store. It’s the first thing you see entering the store. It’s all about the fresh and delicious food that is made to order. There’s an element of engaging “theater” in the design and layout of the store. ​

3-D branding extends to wall coverings that communicate key brand attributes, and the “freshness” promise. Graphic interpretations of the brand logo are used thought the store as décor elements. This highly social beverage bar zone is part of the interactive “theater” experience of American Natural. Note the gondolas of traditional snack displays are on wheels for making easy changes to the store layout.

Different customer zones were designed to meet the different needs of different customers, e.g., communal counter seating for those fast-moving customers on the go…traditional table top seating for those wishing to engage in conversation…

…and even a comfortable lounge area for those wishing to linger and relax. There is also the outside patio zone for customers wanting to dine al fresco.
About King-Casey
​For more than half a century, we have been helping companies build competitive brands by dramatically improving the customer experience. Our highly creative solutions are firmly grounded in insights derived from hard data about consumer behavior. Our solutions are designed to delight your customers and help you achieve your business objectives. We provide a complete range of services including assessment, research, branding, visual merchandising, retail prototype design, and rollout. We will help you develop creative, innovative solutions that result in increased customer loyalty, higher sales and greater return on investment. We can make a positive impact on your business while exciting your customers with fresh, innovative and competitive design solutions. Be sure to visit our website: www.king-casey.com.
For more information please contact:
King-Casey (USA), Howland Blackiston, Principal, T: +1 203 571 1776
King-Casey-AEI (Colombia), Angela Meneses, Director, T: +571 6029960
King-Casey-Arabia, Mohammad Al Tabshi, T: +966 555 6464 79
King-Casey-PARUS (Russia), T: +7 911 928 0123