News

Old Chicago rolls out 'Unbox' prototype design

May 17, 2005

LOUISVILLE, Colo. — Deep dish pizza and imported beer purveyor, Old Chicago, is rolling out what it calls an "Unbox" prototype design it plans to use for national expansion.

According to a news release, the new design will cover 6,616 square feet and seat 225. The design theme centers on historic Midwestern restaurants and taverns. Created in conjunction with D&E Architecture and Interior Design out of Dallas, Texas, the prototype also captures the spirit of eclectic Chicago neighborhoods. The building appears to have evolved over time, with additional space cobbled on to create uniquely shaped rooms and exterior structures out of a variety of wood, brick and stucco.

"The 'Unbox' prototype was strategically designed to create a comfortable, cozy favorite local hang-out," said Buck Warfield, senior vice president of development for Rock Bottom Restaurants, which owns the Old Chicago brand. "Guest feedback played a key role in designing the form and function of a space that doesn't feel like a 'chain' restaurant."

Warfield explained that the warm ambience is achieved by mixing various golden hues of wood, exposed brick on the interior walls and comfortable booths. "We've achieved a space where customers could eat, drink and be themselves," Warfield added.

Another major change is in the 1,629 square-foot display kitchen, now visible from the bar and dining room. The perspective gives customers a full view of the meal preparation process. The modifications to the kitchen layout maximize space and time efficiencies, while creating entertainment value for guests.

The new prototype also features a new 100 square-foot curbside To Go area that has a separate entrance, designated parking spaces and a video camera that enables guest recognition for speedy service.

The prototype will debut at a new restaurant location in Colorado Springs, Colo., slated to open on August 15. Additional prototype locations are set to open in Topeka, Kan., and Omaha, Neb., by the end of 2006.

Rock Bottom Restaurants owns and operates 88 restaurants throughout the United States: 55 Old Chicago restaurants and 33 brewery restaurants operating under the names Rock Bottom Restaurant & Brewery, ChopHouse & Brewery and Walnut Brewery. The company also owns and operates SingSing, a dueling piano bar concept with two locations.