SOURCE: The Heiserman Group

The Heiserman Group

June 23, 2009 12:51 ET

National Retail Architects, The Heiserman Group Completes Design of 125th Five Guys, 600th Hair Cuttery

How 125 Burger Joints and 600 Salons Add Up to Successful Branding in Retail Design

BETHESDA, MD--(Marketwire - June 23, 2009) - What do you get when you cross 125 burger joints and 600 hair salons? The Heiserman Group's Branded Concepts design studio, which recently added two more notches to its already-bulging belt with the completed design of its 125th Five Guys and 600th Hair Cuttery retail store.

With a heritage of national retail tenant work that can be replicated quickly and cost-effectively, The Heiserman Group has also designed more than 100 Starbucks, 50 Paneras, and 100 TD Ameritrade branches. So what do its latest accomplishments signify for the established retail design firm?

According to principal Herb Heiserman, AIA, "These milestones reaffirm our commitment to this important niche of branded design. From building materials and exterior signage down to the smallest detail such as what type of flatware a restaurant uses, we strategically evaluate every design element to ensure it successfully represents the brand and can be easily replicated, even at different scales."

In 2004, Five Guys corporate first turned to The Heiserman Group to replicate the brand experience of its first 20 locations among hundreds of new franchises that were in the works. Charged with creating -- in Heiserman's words -- a "Five Guys in a box," The Heiserman Group responded with a design that reflected the brand's signature "burger joint" image. From open barrels of peanuts for waiting customers to eat (and often throw shells on the floor) to the use of a vintage red and white checkerboard pattern, every step of the retail experience conveys Five Guys' casual, down-to-earth positioning.

At the other end of the franchise spectrum lies The Hair Cuttery, an established brand recognized nationwide. A client for 15 years, The Hair Cuttery recently approached The Heiserman Group with a two-fold mission: to refresh its brand and to update its design standards, in part to become more environmentally friendly but also to offset rising material, shipping and construction costs. According to Heiserman, "The resulting design ensures that the Hair Cuttery brand stays relevant while maximizing return on investment for each of its locations."

Heiserman points out that although Five Guys corporate does not mandate that franchisees use The Heiserman Group for design, more than half of them have elected to do so. He attributes that to what The Heiserman Group does in terms of brand recognition and consistency, which he believes is integral to a successful location. Heiserman says, "In particular, new markets present a challenge in that you have to educate both property owners and landlords and prospective customers about an unknown brand. While that's not directly our job, we do wind up promoting our clients and their brand because we want them to succeed."

And with 15 new Five Guys and 20 new Hair Cutterys in design by The Heiserman Group at any given time, these chains' success shows no sign of slowing.

About The Heiserman Group

Founded in 1972, The Heiserman Group is a full-service architecture, planning and interior design firm that has designed more than 100 Starbucks, 50 Paneras, 600 Hair Cutterys, 100 TD Ameritrade branches and 150 Five Guys in 30+ states around the country.

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