The Immersive Customer Experience: Balance Grille Stays Ahead of the Curve
There are many important factors that contribute to business success in the fast-casual space, and as the industry continues to grow and change through the decades, it’s important to adapt procedures and approaches to offer the best possible service and experience. Balance Grille co-founders Prakash Karamchandani (PK) and HoChan Jang (CJ) are constantly innovating and developing their business strategies with a focus on a people-first mindset. We prioritize creating an immersive experience for customers led by a strategy of meal transparency, design, and technology—creating a multi-sensory experience that engages and leaves a lasting impression.
Meeting the Demand for Transparency
Customers care about the quality of their food, and at Balance Grille, we pride ourselves on using transparently clean ingredients to create meals that are fast, fresh, and completely customizable. 72% of restaurant diners in the US rank high-quality food as the top factor in determining where they’ll go to eat, and we make sure those visiting Balance Grille are confident not only in our food’s amazing taste, but also in its quality. Restaurant News wrote that we have “a refined focus on clean eating, a literal approach to menu transparency, authenticity, and ahead-of-the-curve tech integration.”
Our Kitchens and Tea Bars are open and visible in every one of our restaurants. Our customers can see every step of the process, from how our top-tier vegetables, proteins, and sauces are stored, prepped, prepared, and served. The visual of an open kitchen allows customers to see the quality of their meal being made in real time, inspiring a confidence and comfort in knowing exactly where their food comes from. Our transparency through fresh, clean food, combined with a pan-Asian-inspired restaurant interior and integrated technology, allow customers to experience Balance Grille in a fun, immersive, and transparent way.
We Live our Brand
We believe a strong brand translates to strong growth, and a customer’s ability to connect to the brand and its values is key. Authenticity is also incredibly important to consumers as it represents genuineness, transparency, and honesty. Consumers want to feel confident that they are getting what they pay for, and they often prefer to do business with companies that are authentic and have integrity. Moreover, authenticity can help build trust between businesses and their customers, leading to stronger relationships and increased customer loyalty. When consumers perceive a brand as authentic, they are more likely to engage with it, recommend it to others, and continue to support it over time.
With people as our focus, Balance Grille has curated a close knit employee experience in an upbeat and inclusive environment. Our commitment to serving others can be seen through the provision of a living wage for employees, menu transparency, and the sustainable use of biodegradable packaging to positively impact the cities we call home.
Every one of our fast-casual restaurants has a unique interior designed to reflect the heart of the brand, and at Balance Grille, we’ve interwoven our identity into a bright, high-contrast color palette, natural materials, and clean lines inspired by harmony and balance. Our restaurants are also bright and fresh, just like our menu, with big windows and plenty of lighting that uplifts the customer experience. Living green walls bring in oxygen as a high-flow HVAC for easy breathing, so customers don’t leave wearing our flavors for the rest of their day.
Our interiors combined with positive, edgy music result in a space that visually emulates Balance Grille’s core, one that’s inviting, relaxing, and innovative, setting a tone that customers love.
Providing our customers with an engaging, personalized experience is key to building a strong and loyal customer base. Co-founder, Prakash Karamchandani notes that “We want our customers to not just eat our food, but to have a complete experience that they can remember and share with others. By creating an immersive experience, we are able to stand out in a crowded market and connect with our customers on a deeper level.”
A Tech-Forward Approach
Technology has transformed the way businesses operate and similarly impacts what customer interaction looks like. The full integration of technology into Balance Grille’s operational systems is an extension of how our customers use their phones when thinking about where, what, and how to order their food.
Balance Grille has developed an award-winning loyalty app that serves as a powerful tool for franchise partners and creates an exceptional user experience. Customers can use it for integrating online ordering, customization, and curbside check-in. However, its real strength lies in its experiential data collection capabilities, which are fully integrated into marketing and the point of sale, enabling Balance employees to receive customer feedback and satisfaction in real-time.
The app’s complex rewards campaign mechanics and guest segmentation provide the ability to launch customized campaigns down to the individual. Reporting capabilities allow for campaign analysis, facilitating necessary tweaks to better understand what customers want. Our commitment to create and deliver the best customer experience possible is emulated through the personalization every app user receives.
Balance Grille also provides a seamless in-store experience via iPad-based kitchen operations, kiosk ordering, and automated administration, offering efficiency and ease throughout the customer’s stay. Balance Grille’s app success was recognized by Loyalty360, earning us the 2018 Technology and Trends Silver Award for building lasting and profitable relationships with customers. At Balance Grille, we remain dedicated to leveraging technology to enhance the customer experience and build meaningful connections with those who love our brand.
Our efforts toward implementing an immersive customer experience have been a success, resulting in a measurable increase in customer loyalty and engagement. In 2022, Balance Grille was listed on QSR’s 40/40 list of hottest fast-casual concepts and has continued to hold a seat on Fast Casual’s Top 100 Movers and Shakers for six consecutive years. As our business continues to grow and learn through our customers, we’re thrilled to create and offer a connective brand experience to all who visit our locations or order via our loyalty app. “We are thrilled with the response we have received from our customers. By creating an experience that is not just about the food, we are able to build a stronger connection with our customers,” notes Balance Grille co-founder CJ.