A great little Italian, for every time of the day
Italian to-go food concept Julia's has been providing Dutch railway travellers with the best pasta and coffee for 10 years now. But lack of autonomous growth was an issue, and Julia's was in need of renewal. NS commissioned us to 'rebuild' Julia's from the ground up. We looked at the commercial side of the business, the role of staff and the entire design. In short, every aspect of the product range was taken into account, down to the sugar packets. Rotterdam Central Station was the first branch to be remodelled.
to-go concept for the whole day
faster through more efficient ordering and preparation process
stronger visual identity thanks to new Italian look and feel
increase in turnover
To make Julia's more relevant throughout the day, the menu was expanded to include more types of sandwiches and new products like salads and focaccia. Additional presentation possibilities were added to give the products a greater impact.
In addition to quality and convenience, travellers expect station restaurants to offer fast service. We therefore revised the ordering, preparation and take-away process based on our analysis of the customer journey. The new modular layout and routing has enabled Julia's to improve in terms of speed. Thanks to a digital ordering system, orders placed at the counter or on the new order columns are directly visible on a panel in the kitchen. Orders that are ready for pickup are displayed on a separate screen. Popular products, such as the best-selling pasta combinations, have been listed as Julia's favourites. The aim was to anticipate and respond to the needs and behaviours of Julia's target audience, and deliver an even faster service. And it works, because 78% of Julia's customers now choose from the fixed menu, which has clearly shortened the waiting time.
Key elements in Julia's positioning are service and quality. This is expressed in beautiful materials and an eye for detail. Like in Italy ('il bel paese') itself. This look has been retained and improved. The new visual identity and disposables are in keeping with the new formula. The updated design is a modern-day reinterpretation of the typical Italian. Local materials, such as terrazzo and terracotta, reflect the Italian theme. The designs are a modern take on classic Italy, inspired by Florence Cathedral.
We saw opportunities to capitalise on other times of the day and offer travellers more convenience and faster service.
Thanks to a digital ordering system, orders placed at the counter or on the new order columns are directly visible on a panel in the kitchen. Orders that are ready for pickup are displayed on a separate screen.
Disposables are a recognisable part of the concept and have been redesigned along with the logo. The new design is inspired by the stark, powerful lines of Romanesque architecture and the Florence Cathedral in particular.