Restaurants may use customer feedback to their advantage, but it may not be so obvious how they use it. Shula Burger in Fort Lauderdale, however, redesigned the store.
It gets better: Don and Dave Shula (father/son) will present the new design and hold a little public Q&A session today at the Fort Lauderdale location from 11 a.m. to 1 p.m. to talk about the store’s new design, what makes the perfect burger, and football and the Miami Dolphins, of course.
Over the course of the year, patrons submitted their feedback online via email and social media. The Shulas then pored over the requests; most of them centered on the design. So they actually took the feedback and put it in action. Whoever said corporate never responds to feedback is wrong.
The new design is inspired by Shula’s Delray Beach location. Some of the new digs include added color, red tile, lightened paint color to lighter yellow, enhanced lighting, and some contemporary art.
“We pay attention to what our customers say through social media. One of the things they wanted to change was the ambiance,” said Dave Shula, president of Shula’s. “It was more of a reaction over the course of the year of what people were saying about the ambiance and atmosphere.”
Shula added the company decided to redesign the Fort Lauderdale location because it is their flagship store and the closest one to their corporate office. The new design couldn’t be better timing, as Shula Burger in Fort Lauderdale celebrates its one-year anniversary on October 17.
Also, from October 1 to 28, Shula Burger is kicking off “All Access October,” giving fans a chance to win two VIP tickets and a premium parking pass for the November 17 Miami Dolphins home game versus the San Diego Chargers. Winners will meet Coach Don Shula in his private suite for photographs, autographs, and memorabilia. Winners will be selected randomly and announced on November 1.
Guests who merely sign up will receive a free beer or house wine. Those who have previously signed up are automatically entered to win.
In case if you did not know, Don Shula is the only NFL coach to have an undefeated season, winning 14 games in a row, including the Superbowl, in 1972. After coaching, Shula began a successful line of steak houses and fast-casual burger restaurants, opening several locations across South Florida and in several other states. Dave Shula is also a former NFL player and coach under his father in the early 1980s who now runs Shula’s Steak Houses, LLLP.
BY DAVID MINSKY