Pizza has always struggled to gain membership in the QSR lunch day part. But Round Table Pizza understood that the challenge created by the perception of lengthy order service times could be partially mitigated by creating an environment that was energetic, family friendly, and by delivering on certain QSR conventions.

While avoiding the re-creation of the QSR model, Anza team members designed a comprehensive visual identity and interior design system—including graphics, signage, décor, furniture and lighting—to energize the brand and thrive in this very competitive market segment. The new design captured the hearts and minds of "fast/casual" customers and established a place  where all family members could enjoy their dining experience together.