frosthaus was a local spot known for its frozen drinks, a little slice of vacation in the everyday. But that vacation vibe had its limits. The place was seasonal, and it wasn't quite capturing the welcoming spirit year-round that could really make it thrive. This is a challenge many restaurants face—how to evolve without losing the essence that made them special in the first place.

The frosthaus to The Hum transformation is a relevant case study for any restaurant or aspiring restaurateur looking for what’s next. This wasn't just about a fresh coat of paint or a new menu; it was about understanding what makes a restaurant truly resonate with its community and how it can adapt and thrive in a dynamic environment, then building the experience to deliver that every time.

When Transforming a Restaurant, Take Stock of What You Have.

frosthaus had some real strengths. First, their frozen drinks? Top-notch. The team knew the chemistry behind frozen drinks that took them from gimmicky bar offerings to sought after cocktails. We didn't want to ditch those entirely, but rather figure out how to make the frozen drinks part of a bigger, more compelling story. Second, the location. An old power company building right on a lively square in Covington. Plus, a walkup window that could enable quick grab-and-go style menu items.They also had welcoming, passionate personalities who could carry a concept that spoke to a laid back, cool atmosphere. A restaurant's people are often its greatest asset. Skills, location, and character? We can do a lot with that.

When Transforming a Restaurant, Always Think About a Marquee Item.

We knew we needed a signature item. Something that would get people talking and draw them in, as well as translate to their walkup window. After a lot of brainstorming with the frosthaus crew, we hit on the "pocket." Think of an upscale "Hot Pocket," inspired by Beef Wellington. It's a nostalgic nod with a gourmet twist, and it's seriously delicious. Plus, it’s perfect for their carryout window: quick, handheld, efficient, and minimal staffing required. This idea of combining nostalgia with modern culinary techniques is a perfect example of how restaurants can deliver an experience that works both as a sit down or a carryout order.

A Restaurant’s Brand Should Tie It All Together

Then came the name: The Hum, and with it the whole look and feel. The identity was born out of the concept of "nostalgia delic." It’s about mixing the familiar and the fresh, utility with vibrant colors and great energy. We worked with the frosthaus team to develop the interiors, add graphics that make the whole square feel special, and create a carryout window that grabs your attention. Every element of a restaurant contributes to its overall experience.

If you haven’t already, go check out The Hum. It's a completely fresh take on what a restaurant can be.

Looking Ahead to 2025 and Beyond

In 2025 and beyond, restaurants MUST deliver exceptional experiences both in person and via a quick, carryout system. It’s about more than just food; restaurants must be adaptable, embracing technology while staying true to their core values. Whether it’s a unique menu item, a creative use of space, or a genuine connection with the community, the key is to keep evolving and finding new ways to delight guests. The Hum stands as an example of how thoughtful innovation can transform a restaurant and set itself up for success.

If we can do this for a restaurant, imagine what we can do for your business. Contact us to find out.