Creating a bold, modern take on Italian

A long-standing passion for Italian cuisine led nationally renowned restaurateur Chris Doody to the streets of Italy and back to Big Red Rooster to create a fast-casual Italian eatery that appealed to a broad range of time-challenged, budget-weary, and health-conscious consumers.

Featured in Nation’s Restaurant News as one of the “hottest new concepts in America,” Piada Italian Street Food is a pioneering concept thanks to its fresh, fast Italian fare and unique delivery system.  

Crafting a simple, sophisticated aesthetic

From brand expression and naming to store planning and visual merchandising, Big Red Rooster helped Piada create a fresh, distinctive, and inviting atmosphere that did not mimic stereotypical Italian restaurants or existing fast-casual concepts. Recognizable, easily fabricated elements offered a replicable footprint for rapid expansion and growth. 

Modern subway tiles, Carrara marble, brushed aluminum, and painted brick are paired with warm, custom hewn-wood furniture and stained concrete floors. Restrained design communicates the brand promise: Despite hectic lifestyles, customers don’t have to sacrifice ambiance and quality for speed and value.  

Romancing the customer

Piada romances customers as soon as they enter the store. Minimal, high-impact signage is used solely to enhance the user’s ordering experience. The open kitchen and glass-front refrigerators offer a multi-sensory experience that emphasizes freshness while allowing guests to watch chefs prepare their meals.  

Our team created a delivery system that allows guests to create custom entrees in 60 seconds. A seamless glass partition showcases a wide selection of freshly prepared meats, sauces, cheeses, vegetables, and other toppings, which customers can select as they migrate toward the register. 

Reinforcing a sense of simplicity 

The brand tone and voice say “simple.” It’s about the pleasure of sharing a simple, affordable meal with family or friends. 

Large menu boards reinforce the simple 1-2-3 ordering process. Subdued finishes, colors, and textures put the focus on the food. Contemporary music, clean white uniforms, and simple packaging echo that simplicity. 

The iconic European motor scooter serves as an impactful visual identifier. It suggests a certain carefree ambiance and alludes to speedy service. Scooter imagery is used with restraint and discretion throughout the restaurant, appearing as a small iconic element on uniforms, packaging, menu cards, and signage.