Spice was a restaurant in Harrisburg Pennsylvania with an identity crisis. The interior of the restaurant pulled inspiration from Miami’s hot club scene, but the food served was a mish-mash of “something for everyone.” With sales dropping into the severely negative digits, Vigor was tasked with designing a way out.
Spice was located in a high traffic area of downtown Harrisburg; a bustling restaurant and bar scene at night, and highly active professional scene during the day. There was heavy competition during both times of day and most of the standard bases were covered from American to Italian. The core challenge was to develop a concept that was new, but easily adopted by the market.
After an extensive review of the restaurant’s current position, offering, and the surrounding downtown brandscape, Vigor was able to pin point a new direction. Spice would step away from a haphazard, confused experience and move towards its original vision: Miami.
Vigor developed a bifurcated experience that would see Spice optimizing it’s location during the day with a new-school style taqueria, and a restaurant/club experience serving Island-inspired American fare.
Spice had a series of garage doors which would serve as a food truck-esque taco stand experience which would reduce overhead significantly during lunch hours by eliminating the need for a large service staff. Simple tacos from a simple menu could be handled by two people in the front and a few in the back of house.
During the evening, the restaurant would liven up with a Miami-like experience from food to drinks to music and dancing. Spice’s evening style would be hot and alive. It’s food, delicious, vivacious and unforgettable.