DESIGN RE-INVENTS A COMPANY'S BRAND
Continental Service approached ROSSETTI when it purchased a 1980s era, 30,000SF office building to consolidate its growing event catering business. The company had never before considered hosting clients, as its kitchens were chaotic and uninviting. Through a Discovery Workshop session, ROSSETTI convinced Continental to take a risk and investigate what food production really meant to them and their clients.
The owner is passionate about the holistic preparation of food, so ROSSETTI designed with an exposé aspect in mind. A farm to fork mentality inspired the overall concept, design and layout of the space. Three kitchens with cutting edge food demo areas were created. An immersive hospitality environment encourages clients to watch the kitchen operations, located in the heart of the building, and sample new dishes as they are being prepared and perfected for events. The banquet facilities allow Continental to host a variety of gatherings in a light-filled, lively environment.
The client response from the new design was overwhelming. In previous years, Continental’s account closure rate was at 50%, after the new design, the rate increased to 90%. Out of 18 clients that visited the new headquarters, Continental was able to close 16 of those accounts. Less than 12 months after the completion, Continental believes that the project had already paid for itself, and after 23 months they were able to generate $80 million in business revenue.