📋 Study Methodology
Ongoing guest feedback study conducted at new Einstein Bros. prototype locations.
- Total Sessions: 388 conversations initiated
- Complete Interviews: 237 guests completed the full interview
- Completion Rate: 61.1%
- Interview Method: AI-powered conversational interview via SMS, recruited via in-store table tents
- Purpose: Validate new prototype design decisions and identify tactical improvements to guest flow, design elements, and overall experience
At a Glance
Guest Profile
Visit History
59.6% of guests have visited other Einstein Bros. locations
Visit Frequency (Repeat Visitors)
First Impressions
When asked about their first impression walking into the store, guests most frequently mentioned cleanliness, friendly staff, and the aroma of fresh bagels. Responses were overwhelmingly positive.
What Guests Said
“It smells really good and I'm Sad that I can't get more because there's so many things I want to try , and I also like how they have their bagels displayed and the schmears”
“My first impression was "wow this place looks amazing and well taken care of ".what stood out to me was the smell of bagels and how living this place looks .”
“It was clean, all the employees were busy and working hard and had a good attitude and were still friendly”
“The cashier, she was happy to be there and made me feel very welcome! Also the store was so clean!”
Atmosphere & Usage Patterns
Guests were asked whether the store feels like a place to hang out or more of a grab-and-go destination. The prototype is successfully serving both use cases.
✅ Key Finding
The majority of guests (64.2%) perceive the new prototype as a place where they would want to linger or see it serving both purposes. This suggests the design is successfully creating an inviting atmosphere beyond just quick-service.
Store Design & Aesthetics
Guest reactions to the overall look of the store — colors, materials, and artwork — were strongly positive. Art and wall treatments were a standout element.
Design Highlights
Brand Alignment
Of the 131 guests asked whether the store feels like an Einstein Bros.:
What Guests Said About Design
“Yes 👍 I love it. It feels nice. Everybody seems super sweet. It feels like a great vibe and yes, I love the artwork. It's very nice and the bagels of course that's the reason why I'm here so the food is amazing.”
“All art on the walls is done by the same artist so it makes it not look cluttered or make something look out of place. The yellow theme is consistent and the overall aesthetic of the store is on point. ”
“I think everything in the store flows. The decor matches vibe of the store. It gives a "I'm a busy worker vibe but I have time to stop and chat with a friend vibe". Nothing looks out of place ”
“I would have loved to sit there and enjoy my bagel. Look of the store was nice. It was a smaller store, therefore, they did not add a lot of artwork ”
Seating
Seating received generally positive feedback, though it emerged as the single most-requested improvement area in the "one thing to change" question.
⚠️ Watch Item
While the majority of guests find seating adequate, "more/better seating" is the #1 requested change (52 mentions) and "outdoor seating/patio" is also commonly requested. During peak hours, capacity limitations become noticeable.
“I love the mix of options, there are small tables, tall tables and islands to provide different seating for different visits ”
“Not enough seating today with the business, but I think it's limited with the size of the store”
Guest Flow & Ordering Experience
Most guests found the ordering path intuitive, though a subset described confusion around line formation and the pickup area.
Flow Pain Points (from guest verbatims)
The most commonly cited flow issues involve guests waiting for orders standing in the ordering path, and confusion about where the line starts vs. the pickup area.
“It was obvious counter I needed to go to, but the line itself was kind of confusing. There was only two people at the lake registers, but there was also only two registers, and I wasn't sure if I should go on like the right side in front of the smears or be the left side in front of the bagels, but I assumed the right side, but then there was also the problem of like where other people were standing while they were waiting to order I think I basically almost cut in front of somebody because she was just standing where everyone else was standing because everyone that was waiting for their order was basically just spread out throughout the shop and she was standing at a table so I assumed she was also just waiting for her order but when I asked her if she was waiting in line, she said yes, so I let her go in front of me obviously cause I didn't wanna be rude, but that was just kind of confusing”
“Honestly, there was an arrow near the register and I didn't know if it meant that's where the line started or that's the direction of the line. But I was quickly helped and it wasn't an issue. We laughed about it.”
“Yes it is obvious you have to walk to the back of the store to get in the line which is OK, which makes the proud of you at the end of the end of the store, so it's not that crowded when you walk in”
Bagel Display / Glass Case
The bagel display is a high-investment design element. Guest feedback was largely positive — the majority find it visually appealing and engaging — but placement relative to the register emerged as a friction point.
💡 Placement Insight
Multiple guests noted that the bagel display is positioned after the register in some locations, causing guests to lean across the counter or walk past the line to view options. Several suggested placing the display before the ordering point so guests can browse before reaching the register.
What Guests Said
“At first, I didn't notice the bagel displayed, but I was looking on the menu trying to figure out what bagels I could use because it had like a build your own bagel and I was debating between that and one of the sandwiches that are on the menu already and so I was like OK the bagel names like aren't listed on the menu so they have to be somewhere so I started living around and then I saw the bagel display, but I think that it's nice because then you get to see what all of the bagels look like”
“Honestly if the display was on the other side of the registers it would be a tad bit more convenient. Having to walk past the register to see the bagels or the few people that sometimes block the line from moving past the register while they browse the bagels isn't the best ”
“The bagel display is it a little awkward if you really want to take a good look to decide what you want. Maybe a register on each side of the display case instead of after the two registers”
Design Impact on Visit Behavior
Does the store design affect how often you'd visit or how long you'd stay?
n = 187 respondents
Would you recommend this location to a friend?
n = 196 respondents
If You Could Change One Thing
72 guests (31.3%) said they would change nothing about the store design. Among those who offered suggestions, seating and space were the most common themes.
Most Actionable Guest Suggestions
“it has the feel of wanting to serve people quickly and efficiently. But could use some warming up if you're wanting them to come and hang out with friends, spend time on your laptop doing some work. Could use some warmer colors and some separation in the dining room to warm it up.”
“Some kind of estimated time until your food is ready display (it took over 15 minutes this morning for our food to come up, so I did have to get up and check to make sure the order wasn't lost)”
“It might be nice to be able to see the types of bagels before I actually get to the register. Not a big deal, but that's all I could think of.”
“I'd put the kitchen/computers more in the back because it's kind of an eyesore behind the counter and brings down the chibes (=chill vibes)”
“Maybe if the lights were a little dimmer I might be tricked into staying longer and eat more. Haha!”
“I wish it was designed inside a location in walker county Alabama so I didn't have to drive so far ”
“We have a young child and don't see any high chairs. Even 2-3 highchairs would be great ”
Executive Summary
✅ Prototype Validation: Strong Guest Acceptance
Across 237 complete guest interviews, the new Einstein Bros. prototype design is receiving overwhelmingly positive reception. 79.1% of guests would recommend the location, 31.3% would change nothing about the design, and first impressions consistently highlight cleanliness, welcoming staff, and appealing aesthetics.
💡 What's Working
- Cleanliness & Presentation: The #1 first impression across all guests — the stores look and feel well-maintained
- Atmosphere Flexibility: 64% see the store as a place to linger or serve both purposes
- Art & Wall Treatments: Frequently called out as a standout element that adds personality
- Brand Alignment: 69% of guests asked say the location feels like an Einstein Bros.
- Bagel Display: 53.7% of guests find it visually engaging
⚠️ Tactical Fix Opportunities
- Seating Capacity: The #1 guest-requested change — consider additional seating, especially for peak hours and groups
- Bagel Display Placement: Multiple guests note the display is positioned after the register, causing line confusion and requiring guests to lean across to see options. Consider placing before the ordering point.
- Order Pickup Congestion: Guests waiting for orders tend to stand in the ordering path, creating ambiguity about where the line starts vs. the pickup zone
- Outdoor Seating: Frequently requested as an addition (0 mentions)