South St. Burger Co.
The South St. Burger Co. is a contemporary fast-casual restaurant owned by New York Fries and developed around the philosophy of doing one thing well. Inspired by New York City and named after the South St. Seaport where New York Fries originated, the environment embodies the Big Apple without introducing stereotypical New York symbols.
The loft-style architecture, rich in colour, detail, and texture, is exemplified by the exposure of beams, columns, concrete and glass, and balanced with warm, light, maple woods. Horizontal and vertical planes, matched by the strong use of colour blocking and texture, effectively highlight key areas. The architectural palette features modern materials selected for their appeal and strength. The environment illustrates the contemporary, urban style that defines this new fast-casual restaurant concept.
At night the full luminosity of the environment radiates through the tall windows and invites patrons into the warmth and energy of the space. The high, open ceilings depend upon halogen lighting for highlights and accents, and compact fluorescents for ambient lighting to create a warm, theatrical contrast of brightly lit and shadowed areas. A variety of seating provides the consumer many possibilities for seating, from the intimacy of a single seat to the social setting of the curved, tall-backed, signature booth. Cantilevered banquette seating with loose tables and chairs and high stool seating at a frosted acrylic counter along the window allows maximum visibility into the restaurant. A vertical column of frosted glass, stainless steel and a clean stone facing gives prominence to the grill. The display of fresh condiments highlights selection and choice for the consumer. The counter features a poured concrete top, rear illuminated plexi inset and laminated wood flooring on the face. The menu system and the order process characterize the simplicity of the concept. Appetite appeal is generated through close-cropped food photography that helps categorize the three main commodity items, which are all best-in-category. The visibility of the menu upon entry locates the order area. Oranges and yellows flooded with accent lighting create strong brand pillars within the space. Brand personality signature artwork throughout the space injects humour in contrast to the upscale design.
South St. Burger Co. has become a destination for those looking to elevate their burger experience. Consumer acceptance has been overwhelming, and a total of nine restaurants have been opened in and around the GTA, with more planned for later in 2009.
