PEPPER LUNCH 4.0
Client / Hot Palette (Asia Pacific)
Sector / Food & Beverage
Service / Spatial Design
In addressing some of the gaps and challenges of one of the world's most recognisable F&B chains, we helped to develop a playbook to be implemented throughout the Asia-Pacific region seamlessly and elevate their customer's experience of the well-loved brand.
The result is a range of spaces that are cost-efficient, socially responsible, and provide delightful meal experiences.
Photo Credits to Hot Palette (Asia Pacific).
Background
Pepper Lunch is a popular F&B chain beloved by many around the world for the fun experience of mixing your own food on a hotplate. In Singapore and the Asia Pacific Region, Pepper Lunch is popular with students, families and young working adults. The team at Hot Palette approached the Afternaut with task of creating a playbook that could address some of the current gaps they faced, and enhance the dining experience at Pepper Lunch.
Some of the current gaps included: improving the queue experience (a happy problem!), the lingering smell on clothes after a meal (which is an issue of greatest concern to young working adults), maintenance and renovation cost, circulation choke points within each store, and lack of a more sophisticated way to distinguish Pepper Lunch's more premium offerings.
Photo Credit to The Afternaut.
Design Approach
We couldn't eradicate the long queues but we could enhance the queuing experience. This was done through a multi-functional wall that customers could view while waiting in line. This wall would have a clear heirarchy of information so that customers can read the most important things first, followed by more in-depth details. The wall also has shelving for Pepper Lunch to sell merchandise. Multi-media screens at the front of the store would also serve to attract customers to come in for a meal. This would enable Pepper Lunch to share content to build customer loyalty and stickiness.
To address the issue of the smell of food after a meal, we designed mechanical exhaust solutions closer to the table. This exhaust quickly clears the odours and also further reduces oil splatters or fumes that currently mess the ceiling and floors. Below is a sketch of the low wall-exhaust, followed by the actual implementation.
Every material and paint option was thoughtfully selected to minimise waste, reduce installation complexities, and strategically lower maintenance requirements, contributing to a reduced carbon footprint. The branding influence was also maximised through enriching the branding wall, by adding layers of information and textures. The famous hotplate that Pepper Lunch is known for takes a key space on the ceiling at the entrance, and we designed lightboxes to upgrade the previous branding in the store, which are easy to maintain and they made the space feel more premium.
We also helped address the issue of circulation choke points within the store by redesigning the spatial layout - for both regular and irregular-shaped shop areas. The spatial flow ensures that the paths of customers doing different things do not cross - e.g. the staff who have to serve, or the people dining in versus people taking away. The flow of customers from entry to payment to seating and exit also flows seamlessly without people needing to double back.
We hope that the new change has helped make the dining experience at Pepper Lunch more enjoyable, comfortable and that customers leave with a good impression - with the intention to come back. The space would also be easy and cost-efficient for the staff to maintain, and ensure a consistent look across the region.
For further questions regarding this project, please feel free to reach out to hello@theafternaut.com for more information.
Zero One Tech Festival 2018
The Afternaut Group Pte Ltd. 2024
