CBX leverages quintessential New York-centric approach.
New York, NY – January 30, 2012 – For New Yorkers, a routine trip to the local drug store to pick up a tube of toothpaste may turn into something totally unexpected. The renovated Duane Reade located at Broadway and 52nd Street reopened with the chain’s first self-serve frozen yogurt bar. UpMarket Fro-Yo is part of Duane Reade’s plan to become a total health, beauty and daily living destination, according to Duane Reade president, Joe Magnacca.
Duane Reade collaborated with CBX, its creative retail brand partner, to help develop the name, look and feel for this store within a store environment for a fresh food offering space. The UpMarket sub brand made its debut last year at Duane Reade’s 40 Wall Street location with a sushi bar and juice bar. It’s a continuation of the chain’s strategy to develop neighborhood-centric niche offerings. CBX also helped design Duane Reade’s signature private label strategy and package design system.
“UpMarket Fro-Yo is a unique creative addition to their strategy,” says Todd Maute, managing partner, CBX. “This was an opportunity for us to collaborate with Duane Reade management to continue the transformative ‘New York Living Made Easy’ vision and create a real destination that offers its customers something innovative in a sophisticated, Duane Reade way,” he adds.
The contemporary design epitomizes the quintessential New York feel with the application of black and white subway tiles and introduces a new signature color of green to indicate an expansion of the fresh food offerings. Playful language punctuated by an edgy tone is complemented with clever graphic icons that speak to the various activities and places people usually enjoy while eating frozen yogurt including bike rides, ice skating, ball games and the beach.
Fro-Yo greets shoppers at the entrance to the store across from the UpMarket Sushi and Juice bars, and through sophisticated design cues, instantly communicates a convenient destination and fast, fresh new alternative for discerning New Yorkers. The curved space with machines canted at a 45-degree angle makes the flow and pedestrian traffic fluid and easy to navigate. The organic shape of the machines mimics the swirl of the frozen yogurt, while a green accent subway tile leads customers through the entire journey with style from cup pickup to flavor choice and topping.
Menu boards, cups and napkins incorporate the same edgy tone along with the icons, green swirl and talk bubbles (“Grab life by the berries,” and “Go ahead, get creative”) that encourage customers to create their own signature combination of yogurt and toppings. Lighting inside the kiosk, the dispenser units and above the toppings bar gives it a clean, fresh look.
UpMarket Fro-Yo serves eight flavors of frozen yogurt along with a variety of toppings at a price of $5.99 per cup.
“CBX helped us bring something special into the neighborhood that connects with New Yorkers and fits into our larger strategy of enhancing our position as the retailer of choice in New York,” says Mike DeFazio, Director of store merchandising, Duane Reade.