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The Urban concept incorporates industrial fnishes such as stainless steel and stained concrete tiles into a rich, tonal palette to give the space a hip, polished look. The Traditional concept utilizes warm brick and wood fnishes to give a modern twist to a design based on a traditional café. A rustic stone tower evokes countryside farm architecture and an undulating metal-clad sofft conjures the image of rolling hills. Rich red furnishings and earth-colored walls add punch to the soft palette of the interior, making it inviting and homey. Building and testing four design concepts gave both Wendy's and our design team a wealth of information to further refne the next phase of the image activation. Ultimately, the Ultra Modern design emerged as the clear winner. Wendy's has developed a three-tiered program to make the reimaging program accessible to all franchisees. The three tiers have appropriate fnancial price tags to enable franchisees to select the best option for their individual locations. Sales at the newly reimaged restaurants are showing double-digit increases and continue to hold at exciting sales levels. As of May 31, 2013, more than 80 Wendy's restaurants were reimaged or newly constructed. Two hundred reimaged restaurants are planned this year throughout North America. Wendy's goal is to have 50 percent of its North American company restaurants reimaged by 2015. CCR Tré Musco is president and chief creative offcer of Tesser, a brand strategy and retail design frm based in San Francisco. Since 1993, Tesser has been building powerful brands by focusing on the big picture: 360 degrees of uncompromised thinking on branding and integrated design. As strategic consultants, designers, and branding experts, Tesser helps clients create both long-term brand value and highly effective design programs. CirCle No. 39 CirCle No. 40 september : october 2013 — CommerCial ConstruCtion & renovation 97