To reinvigorate the restaurant design package, the design
frm Tesser collaborated with Wendy's and presented four distinct design prototypes. Instead of testing only one of the new
prototypes –Wendy's, in a bold move – tested all four.
By concurrently building four prototypes and creating
real-time "labs," Tesser gained four times the learning. The
prototypes, ranging in size from 2,500 square feet to 2,900
square feet, were constructed around the country: the sleek
and angular Ultra Modern in Columbus, Ohio; the Contemporary, with blonde wood fnishes and crisp, straight angles,
in Pittsburgh; the Urban, which juxtaposes round lines and
clean edges, in Phoenix; and the Traditional, which touts a
brick facade and earthy tones, in Virginia Beach, Va.
While each new design has a very specifc look and vibe,
all of them share common features. In each of the four new
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