📋 Study Methodology
Ongoing guest feedback study conducted at new Einstein Bros. prototype locations.
- Total Sessions: 1140 conversations initiated
- Complete Interviews: 683 guests completed the full interview
- Completion Rate: 61.5%
- 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
59.3% of guests have visited other Einstein Bros. locations
Visit Frequency (Repeat Visitors)
n = 327 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.
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”
Location unspecified
“Nice open area, brightly lit, plenty of seating. I just walked out of a Dunkins that had limited seating and smelled like an ashtray, so I walked over to Einstein's”
AL
“It's nice and open concept with lots of natural light. Seating is a bit sparse but there's definitely lot of foot traffic showing there's lots of interest. ”
Location unspecified
“The employee I saw sitting next the the dumpster on his break walking in behind the counter after I walked in is what I noticed”
Location unspecified
Atmosphere & Usage Patterns
✅ Key Finding
58% of guests perceive the new prototype as a place to linger or serve both purposes.
Store Design & Aesthetics
What Guests Said
“Nothing seems out of place. It's fairly neutral but still welcoming. I like the clean, minimal, slightly trendy look of the tables & chairs, option of high or low seating. I like that the bench seats have cushion backs. The first time I came in I had a friend and my toddler grandson. I'd have liked a high chair - there are none at this time. Today there has been steady take-out traffic and just one other person eating in.”
AL
“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.”
Location unspecified
“The store colors are fine. Don't have much of an opinion one way or another. Artwork is mostly wallpaper type designs on the wall. I'd like to see some more decorative pieces that add personality to the store. ”
Location unspecified
“The front counter, logos, menu are awesome - very well done and updated. The sitting area is not good, the best way I can describe it is sterile. Artwork is boring and generic, it's too bright and not inviting.”
Waxahachie, TX
Brand Alignment
Of the 339 guests asked whether the store feels like an Einstein Bros.:
Seating
⚠️ Watch Item
"More/better seating" is the #1 requested change (115 mentions). Outdoor seating/patio also commonly requested (18 mentions).
“Only one table for a family of 5, everything else is small - would love for this to be our breakfast/coffee shop but there's no where for us to sit. It's too small, not enough table options - have to sit at a counter. Again, not comfortable or inviting.”
Waxahachie, TX
“Plenty of variety in seating however id like to see more seating. Generally the customers seem to come in and wait at a table until their order is ready and then leave. This takes up seating options for folks trying to sit and eat. ”
Location unspecified
Guest Flow & Ordering Experience
Flow Pain Points
“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”
Location unspecified
“Yes it's obvious where to order. The only suggestion I have is to add a rope or something to organize the line. If there are a lot of people waiting in line, people can get a little confused as to which way the line should go - against the wall (and then the line can go among the tables) or snake around back to the front door. New visitors seem to get a little confused about the correct line direction ”
Location unspecified
“I saw the cash register but was unsure which direction the line went, because there was an arrow and I wasn't sure if it was pointing to the start of the line, or the direction the line goes, which is two different ways. I think there should be a sign that says "line starts here" for more clarity”
Location unspecified
Bagel Display / Glass Case
💡 Placement Insight
Multiple guests noted that the bagel display is positioned after the register in some locations. Several suggested placing the display before the ordering point.
“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”
Location unspecified
“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 ”
Location unspecified
“It's definitely more of an afterthought. Other locations I've been to have the bagel display placed before the register. This one has it after the register so there's a lot of people who lean out to look at the display while ordering. Also although it's pretty obvious where the line forms and where to order there's generally at least a person or two standing in front of the display so customers entering the store aren't always sure if they're in line or not since the have to walk across these ppl to get to the start of the line”
Location unspecified
Design Impact on Visit Behavior
Does design affect visit frequency or duration?
n = 578
Would you recommend to a friend?
n = 567
If You Could Change One Thing
201 guests (29.9%) said they would change nothing.
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.”
Location unspecified
“Probably change the color, maybe something a little more calming. Yellow and brown says anything but chill spot to me. I would change out the majority of stools and chairs, probably split half for seating and the other half some seating arrangement for lounge setting ”
TX
“I guess really the only thing I would adjust is the flow of the lines as I mentioned. As far as athletics maybe a warmer color on the walls but I still enjoy the new clean feel that it has, maybe that's a suggestion down the road”
TX
“Bigger Display at front of store to make it easier to find you guys. I never knew it was there I only seen it because my daughter had a dentist appointment. Had I not gone, probably never would of came ”
League City, TX
“Back to size. I will eat in but I will not "hang out" too long so others can have a place to sit and eat when they come in. I'm glad you came to Waxahachie! ”
TX
Improvement Requests by Location
Breakdown of guest-requested changes by market. Texas locations are shown at the city level since the state has multiple NSO stores. Location data is available for 314 of 683 completions (46.0%), based on self-reported state/city during the interview. Cells highlighted in orange indicate 30%+ concentration; green indicates 40%+ satisfaction (said "nothing").
| Location | n | Nothing | Seating | Out. Seating | More Space | Wait | Decor / Colors | Menu / Signage | Parking | Drive-thru | Other |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Texas — By City | |||||||||||
| League City, TX | 38 | 10 (26%) | 7 (18%) | — | 2 (5%) | — | 2 (5%) | 4 (11%) | — | 1 (3%) | 10 (26%) |
| Waxahachie, TX | 17 | 4 (24%) | 1 (6%) | — | 2 (12%) | 1 (6%) | 1 (6%) | — | — | — | 8 (47%) |
| Cypress, TX | 14 | 5 (36%) | 3 (21%) | — | 2 (14%) | — | — | — | — | — | 4 (29%) |
| Texas (Other) | 31 | 12 (39%) | 3 (10%) | 1 (3%) | 2 (6%) | 5 (16%) | 1 (3%) | — | — | — | 6 (19%) |
| Other States | |||||||||||
| Florida | 38 | 16 (42%) | 6 (16%) | — | 2 (5%) | 1 (3%) | 1 (3%) | — | — | — | 11 (29%) |
| California | 37 | 7 (19%) | 8 (22%) | 2 (5%) | — | 2 (5%) | 2 (5%) | — | — | — | 15 (41%) |
| Colorado | 27 | 7 (26%) | 2 (7%) | 2 (7%) | — | 4 (15%) | 2 (7%) | — | 3 (11%) | — | 6 (22%) |
| Nevada | 27 | 11 (41%) | — | — | 4 (15%) | 2 (7%) | 1 (4%) | 2 (7%) | — | — | 6 (22%) |
| Alabama | 25 | 10 (40%) | 4 (16%) | 1 (4%) | 1 (4%) | 2 (8%) | 2 (8%) | — | — | 1 (4%) | 4 (16%) |
| Missouri | 25 | 5 (20%) | 11 (44%) | — | 1 (4%) | 1 (4%) | — | 1 (4%) | — | — | 6 (24%) |
| Utah | 21 | 4 (19%) | 3 (14%) | 1 (5%) | 2 (10%) | — | 1 (5%) | — | — | 1 (5%) | 9 (43%) |
| Georgia | 8 | — | 6 (75%) | — | — | — | — | — | — | — | 2 (25%) |
| Oklahoma | 6 | 1 (17%) | 1 (17%) | — | 2 (33%) | — | — | — | 1 (17%) | — | 1 (17%) |
⚠️ Location-Specific Findings
- Missouri: Most acute seating issue — 44% of guests requested more/better seating
- Georgia: Small sample (n=8) but seating dominates at 75%
- Colorado: Unique parking concern (11.1%) — not seen in other markets
- Nevada: Zero seating complaints — space and ordering are the focus
- California: Most critical guest base — only 18.9% said "nothing"
- League City, TX: Menu/signage stands out at 10.5% — highest of any market
Executive Summary
✅ Prototype Validation: Strong Guest Acceptance
Across 683 complete guest interviews, the new prototype is receiving overwhelmingly positive reception. 77.6% would recommend, 29.9% would change nothing, and first impressions consistently highlight cleanliness and welcoming staff.
💡 What's Working
- Cleanliness & Presentation: The #1 first impression
- Atmosphere Flexibility: 58% see the store as a place to linger or both
- Brand Alignment: 63% say it feels like an Einstein Bros.
- Bagel Display: 52.0% find it visually engaging
⚠️ Tactical Fix Opportunities
- Seating Capacity: #1 requested change (115 mentions) — most acute in Missouri (44%) and Georgia (75%)
- Bagel Display Placement: Positioned after register in some locations — consider moving before the ordering point
- Order Pickup Congestion: Guests waiting for orders block the ordering path
- Outdoor Seating: Frequently requested (18 mentions)
- Parking (Colorado): Location-specific issue at 11.1%