Robot Food rebrands The York Roast Co

Robot Food has created new branding and interiors for restaurant chain The York Roast Co.

The York Roast Co

The restaurant, formerly known as York Hogroast, has been renamed by Robot Food, which has worked on a new Chester branch, The York Roast Co’s first seated restaurant.   There are two other sites in York.

Consultancy creative director Simon Forster met the company owners last year when a brief was extended from a rebrand to a new store format which Forster hopes the company can roll out nationally. 

The York Roast Co

The identity mark was commissioned out to Jono Wood – from the Robot Food Artist Network, which is formed of selected collaborators.  

The new look brings together ‘a butcher-shop feel with the fast-paced appeal of a New York deli’ says Forster. The consultancy has brought in  a black granite takeaway counter, fronted in reclaimed scaffold boards,  backdropped by white brick tiling with black grout.

The black and white checked floor will be mimicked in the check of the chef's trousers says Robot Food
The black and white checked floor mimics the check of the chefs’ trousers, says Robot Food

Scaffold boards are also used in the seating area as table tops on top of steel frames which sit below red pendant lamps.

The colour palette comprises ‘heritage black’ gold and white to create what Robot Food says is ‘an old York feel in a contemporary setting.’

The York Roast Co

As well as designing the new branding, which has been applied across the interior, the consultancy also managed the build, and designed point-of-sale, uniforms and packaging.

Robot Food has also designed additions to the menu
Robot Food has also designed additions to the menu

Robot Food worked with the company to develop the menu, which now includes ‘Beastly’ sandwiches and ground coffee.

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Comments
  • Pete Blake November 30, -0001 at 12:00 am

    Looks like a butchers. St John’s it ain’t

  • Simon Forster November 30, -0001 at 12:00 am

    You’re right, it isn’t St. John Pete. It’s about 200 miles north west from there, but glad you noticed the butcher shop influence.

  • Andrew Kelly (…formerly of York) November 30, -0001 at 12:00 am

    The ‘Hogroast’ name was a classic! Why the change? “York Roast” could mean anything, and with a NEW York deli feel that identity gets even more lost.

  • Kate Jones November 30, -0001 at 12:00 am

    The place is lovely and the staff were friendly but I think the fast paced environment stops them doing something, getting the order right!!

    I ordered the beastly leg of pork sandwich costing £4.99 and when asked if I wanted crackling and yorkshire pudding on I said yes as this was what attracted me to the place, bare in mind I took a bus to Chester from my work and had to rush back on the bus to stay within my hours lunchtime, upon getting back to my desk I open my sandwich to find a thin smear of stuffing and an even thinner smear of apple sauce, no crackling and no yorkshire pudding so all I could really taste was pork, whilst this might be good it certainly wasnt what I had asked for and paid for and couldnt just walk back to the shop with to change!!!

    Please take this as constructive feedback and maybe tell the staff to double check the orders before it is wrapped.

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