Culture & Legacy, Expressed through Design
An interview with Fares Chamoun,
Aladdin’s Eatery Systems
For over three decades, Fady Chamoun and his family have worked to grow a collection of regional restaurants that are widely regarded for their bold flavors and approachable flair. Influenced by Lebanese cultural traditions, the family philosophy of “exceptional food and service at a great price” guides every aspect of their portfolio of full-service and fast-casual restaurants. They believe food is a philosophy and created a family of brands that embody this spirit.
The Chamoun family was initially skeptical of using a restaurant design company to echo their mission. When they reached out to Scott Richardson, Founder & Chief Creative Officer, for ideas to update their beloved restaurants, they were impressed by his attention to detail and fidelity to the Chamouns’ vision. They knew this was the start of a great relationship.
Fares Chamoun, Fady’s son and CFO of Aladdin’s Eatery Systems, shares his perspective on how the restaurant design has supported the expansion of the family business.
“Lebanese culture is present in all of our restaurants. If you walk into someone’s home in Lebanon, you’ll be greeted with fresh food, coffee, smiles and hugs. We believe in being gracious hosts.
The restaurant experience must be welcoming above all else. Follow that up with a philosophy of exceptional food and service, at a great price, and it’s a winning equation.”
The Chamoun family was initially skeptical of using a design firm. When they reached out to Scott Richardson, Founder & Chief Creative Officer, for ideas to update their beloved restaurants, they were impressed by his attention to detail and fidelity to the Chamouns’ vision. They knew this was the start of a great relationship.
Strategically update your restaurant while maintaining its roots and legacy.
The Oak Barrel:
A Fresh Twist on the
New American Gastropub
No one would say that The Oak Barrel – opened in 2012 – became popular because of its decor. But as the food and fellowship kept patrons coming, the Chamouns decided the gastropub needed a space worthy of its energy. In 2013, the Richardson Design team began a redesign to elevate the aesthetic.
“We wanted a modern American vibe for this restaurant. I was worried that the concepts might be too trendy. We didn’t want to remodel every few years to keep up with the times. But it’s been almost a decade now, and the design has delivered as promised. It seems hip, but it has long-lasting appeal. I know that this was intentional when they selected colors, styles and patterns.
This design agency knows their trends, but they also know what’s classic.”
Richardson Design spent time on site to understand the restaurant flow, limitations for space, and opportunities for upgrades. The family had no specific goals in mind but trusted the Richardson team to guide the environmental strategy.
“It’s great to feel such confidence in a restaurant design company. I know I’m working with senior level people. They’re smart, focused, and meet us where we’re at.”
With their experience and creativity, the Richardson Design team offered inventive ways to make The Oak Barrel inviting, infusing it with a hip American vibe. Budget constraints required the team to be resourceful and to present cost-effective alternatives for the most expensive design elements of the plan, such as surface textures and lighting fixtures.
“They showed us this big blue statement couch that would be positioned at the entry way. At first, I wasn’t so sure. It was custom made and cost is always a factor. It’s not just about what looks good – it’s about making the business case for it.
The Richardson team always helps us balance these decisions. But in the end, we decided to go for it and we’re so glad we did.”
Boaz fresh lebanese:
An Introduction to
Fast Casual
In the late 2010s, the Chamoun family sensed a shift in the dining industry. Fast casual restaurants had already grown in popularity for several years, but the overwhelming success of popular concepts like Chipotle suggested consumers would grow even more focused on convenience and carryout.
To get ahead of the fast casual trend, the Chamouns developed Boaz.
“Boaz was our reaction to the changing times. More and more people wanted the convenience of fast casual; they wanted carryout and they didn’t always want to tip. We pivoted our flavors and philosophies to meet demand.
Richardson Design blended youthful, energetic design elements with Lebanese patterns and textures to create an inviting, energetic space that felt fresh. It was old world modern with a twist.
A traditional Mediterranean color palette of rich red and vibrant yellow accents connected customers to the flavorful ingredients. Clean lines and careful use of lighting were important to balance the saturated colors.
“What I love about Boaz is the warmth of the spaces. The colors are very organized; lighting, tile and wall all come together with both style and function. These are all big decisions. And there are a lot of opinions in the room. The Richardson team helped us navigate options with diplomacy and professionalism.”
The entryway to the restaurant presented an essential opportunity for connection. The Richardson Design team designed the front counter to include a passthrough for Boaz employees to greet customers without a barrier between them, capturing the hospitable nature of Lebanese culture.
The food display also played an essential role. The family wanted customers who ordered the “build your own bowl” menu option to clearly see the vibrant, healthy ingredients that went into their meal.
As Boaz expanded across the region, Richardson Design suggested a shift of visual identity with a nod to Lebanese heritage. The family agreed to a new brand name – Boaz Fresh Lebanese – which sparked an update to the entire brand landscape, including signage, website, menus, uniforms, and packaging.
“Whenever you’re handling the branding or rebranding of a restaurant, there are dozens of moving pieces. Richardson kept us organized with an efficient process and a new system to house all of our files and assets. It’s saved us countless hours. This is one of many advantages of working with a senior design agency team.”
Each design element and customer touchpoint work together to convey the warm, hospitable nature of the Boaz brand. View more of the project here.
Aladdin’s MODERNIZATION:
Strategic Upgrades
In 2020, Richardson Design reimagined Aladdin’s Cleveland locations to prototype the brand’s numerous restaurants across the region. The goal was to update the look and feel of the environment without compromising its warm, welcoming nature.
Through attention to detail and fidelity to the Chamouns’ vision, the Richardson team delivered inventive ideas to breathe new life into the well-worn restaurant. The modernization of the space started with a brand evolution of the logo, simplifying the dated outline stroke and letter forms for legibility while keeping the legacy intact. The refreshed logomark was incorporated into signage, new packaging, menus, and uniforms.
To capture the inviting nature of Lebanese culture, Richardson Design’s mood boards nailed down warm neutrals with bright pops of colors reminiscent of the flavorful ingredients of the cuisine.
The new prototyped space plays up the warm tones with clean lines, texture and pattern play through architecture and accent features. Form meets functionality with the inclusion of carryout shelves for the grab-and-go demands of busy, transient diners.
To make a lasting first impression, the family wanted to make the entryway more welcoming for guests. From the host stand to the dessert case, Richardson Design took time to understand the cultural importance of the request and thoughtfully reorganized the front-of-house layout.
“At one point, I think we had three meetings about the design of the host stand. That’s how important it was to us to make a good first impression. The Richardson team understood that and dove into our feedback – they’re great at taking direction and taking some chances along the way.”
FAMILY RESIDENCE:
BRINGING PERSONALITY TO LIFE AT HOME
After 15 years of successful business collaborations, members of the Chamoun family tapped Richardson to remodel their own homes, starting with Fares Chamoun’s kitchen.
“We had never remodeled anything, so we weren’t sure of the process. The Richardson team showed up and started poking around the house to understand how it was built. I was impressed at the depth of their questions – they thought of every detail. They came back with renderings that were well beyond our expectations.”
Fady, like his son, was also in the process of a home renovation. Seeing the progress made with Fares, Fady asked Richardson Design to contribute to his project as well.
A Restaurant Design Company Based on Vision and Trust
Over the last decade as a restaurant design company and Cleveland design firm for residential areas, our formula for a successful relationship includes:
+ Intentional Curiosity
+ Trust in Team
+ Respectful Collaboration
+ Commitment to Vision
All great partnerships start with a conversation. Connect with the Richardson Design team to share your vision here.
Photography Credit:
KP Photo Inc / David Berlekamp
Any additional photography used in this project is property of its respective owners.
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