A pop-up restaurant housed in a shipping container with the digital technology and equipment to “change” concepts was the platform for Launch Test Kitchen, which was introduced at the Las Vegas Convention Center. Today, the first-of-its-kind transformational concession stand allows guests to shape the menu. Richardson partnered with Quicken Loans Arena and Aramark Food Service to create the revolutionary stand. The goal: to quickly adapt to food trends, respond to guest needs and demographics, introduce new menu items, and showcase a roster of local chefs.

Naming a Brand-New Type of Concession
What do you call a completely transformational concession concept that can be altered, molded, enhanced, and quickly changed out to reflect guest needs? Richardson was charged with naming, designing and branding Launch Test Kitchen. The plan was to roll out the concept in different scales from a suite menu to a food truck. That called for a brand strategy including naming, logo, tone, materiality and digital design. The result: a clean, responsive, progressive marketing strategy with robust customer service.

Introducing a Progressive Pop-Up
The most integral part of Launch Test Kitchen is to support a rotating group of chefs and concepts that take over the stand. They build their own menu centered on food trends and customer feedback. But how? Richardson accomplished this goal by designing an open-kitchen concept with ‘plug and play’ food preparation equipment. This equipment can be unplugged and rolled away, and other pieces rolled in. Engaging digital signage and a menu board provide versatility and excitement. Also, a feedback kiosk with a digital voting system invites patrons to share their favorite dishes. The most favored chefs and concepts can score a more permanent location in the stadium — thus the name Launch.

Launch Test Kitchen offers a versatile customer experience with rich, quality data collection technology that can forward marketing and sales programs at the stadium.

Photography: Sean Swatsky Photography www.seanswatsky.com

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