Biscuitville Store Concept
There are very few truly authentic originals in the Breakfast QRC market. Biscuitville can certainly make a credible claim. As a home grown purveyor of classic handmade biscuits in North Caroline and southern Virginia, Biscuitville is the real thing, offering a taste usually reserved for your grandmother’s kitchen.
Brand Strategy | Retail Environment Architecture & Design
As a local family business in an increasingly competitive marketplace crowded by multinational players, Biscuitville sought to give it’s claim to Southern Cuisine a new modern environment that balanced its heritage and credibility with the need to stay relevant with modern consumers.
We offered concepts that sought to leverage what constitutes quintessentially Southern architecture, from warm, inviting front porches and pitter-patter tin roofs to classic wainscoting and plantation shutters.
As for the interior, a new paradigm was proposed that divided the dining area into individualized spaces. This countered Biscuitville's typical cafeteria-style seating, in which uniform, mass-produced booths were packed in as tightly as possible. Instead, a variety of dining configurations were offered to suit the customer's purpose and provide a sense of privacy, leveraging the Starbucks "third space" principle.
This ranged from a 6-top family style dining table circled by mismatched vintage chairs, to comfortable booths upholstered in soft seersucker fabric, to a cozy pair of lounge chairs by a fireplace. Throughout the dining room, spaces were often distinguished by a screen of plantation-style shutters.
The design aesthetic was rounded out with distressed brick, ceiling fans, stamped tin tiles, and classic patterns like gingham and seersucker. The result was a destination even your Southern Belle grandmother could love.
Concepts for the exterior ranged from a classic country farmhouse motif (complete with a simulated wrap-around porch) to an homage to the South's love of renovation – mimicking a heritage brick & mortar, stained glass classic reclaimed for modern use.
