Leading restaurant from Brazil credits agency’s creativity & brand understanding as key to brand evolution
Dallas, TX (RestaurantNews.com) For over four years, Harrison – a global branding agency with expertise in architecture and design – has served as the global design lead for internationally-renowned restaurant brand Fogo de Chão.
During that time, Harrison has taken the lead on over 30 global restaurant designs, including new prototype developments, conversions and new concept creation for brand extensions. The partnership has positioned the agency to complete the design for openings for over a dozen new Fogo de Chão locations later this year and into 2024.
“We are humbled and honored with the amount of trust that Fogo de Chão allows us to take in creating these amazing multi-faceted dining experiences for their guests,” said Harrison Chief Executive Officer Keith Anderson. “Every restaurant has its own story to tell through each individual design while delivering a unique dining experience. Being able to collaborate on these high-profile locations as we help grow the Fogo brand is a very exciting journey. We are proud of the work we’ve done so far and look forward to being their design lead for many years to come.”
Highlighting the creativity of its design implementation is the opening of one of the newest Fogo de Chão restaurants in Paramus, New Jersey. The exterior building design has been transformed using warm and timeless materials. The flickering of the flames from the gas lanterns flank the main entrance. Striking architectural design with a feature aperture with a fret cut panel entices guests to enter the restaurant. The attention to detail and use of space leaves little memory of the former Bar Louie restaurant that used to occupy the two-story space.
The exterior of the restaurant features floor-to-ceiling windows that flood the space with natural light throughout the day and in the evening, the glow from the feature pendants perfectly illuminates the dining room. The interior also features an open-air churrasco grill in the heart of the dining room where guests can watch Gaucho Chefs demonstrate the culinary art of churrasco, as they butcher and grill a variety of fire-roasted proteins over an open flame. Fogo’s entry into New Jersey’s elevated culinary scene also offers the ultimate space to be seen with its second-floor Next Level Lounge, where guests can enjoy a premium whiskey & bourbon menu alongside world-renowned South American wines.
Vice President of Design Cal Young leads Harrison’s current scope of work, partnering with Fogo de Chão’s Canadian franchisee, Debut Hospitality Group, on a broad entry into the Canadian market, including the brand’s first restaurant location in Vancouver. The collaboration between Harrison and Fogo de Chão includes a newly designed restaurant in Oak Brook, Illinois that opened in 2021 as well as another to open in Huntington Beach, California this summer.
“Harrison has been an incredible design agency for us as we transform our brand to a warm, timeless and approachable setting in all of our new restaurants,” said Barry McGowan, Chief Executive Officer of Fogo de Chão. “The Harrison team understands the importance of innovating to enhance the guest experience and helps us bring this to life while staying true to our authentic Brazilian Heritage.”
Harrison is structured to grow and flourish international business in strategic markets around the world, offers clients a 360-degree design approach, and always ensures that the client’s core values and strategic services are embedded into each client’s brand guest experience and personality.
Harrison is a global specialist in architecture, interior design and brand consultancy. The team creates global brands with distinctive spaces, commercially successful brand positioning, and practical and sales optimized interior design. With over 30 years of experience, Harrison has worked on over 6,000 spaces channeling storytelling, creativity, imagination, and a genuine passion for developing unique guest experiences in all they do. Harrison has offices in London, Birmingham, Dallas and Melbourne, working exclusively in the hospitality and leisure sectors. Its current and previous client list includes Fogo de Chão, Hilton, Harrod’s, HMS Host, Marugame Udon, Nando’s and Hash Kitchen to name just a few. For more information visit weareharrison.com and follow on Instagram.
About Fogo de Chão
Fogo de Chão (fogo-dee-shown) is an internationally renowned restaurant that allows guests to discover what’s next at every turn. Founded in Southern Brazil in 1979, Fogo elevates the centuries-old cooking technique of churrasco – the art of roasting high-quality cuts of meat over an open flame – into a cultural dining experience of discovery. In addition to its Market Table and Feijoada Bar – which includes seasonal salads and soup, fresh vegetables, imported charcuterie and more – guests are served simply- seasoned meats that are butchered, fire-roasted and carved tableside by gaucho chefs. Guests can also indulge in dry-aged or premium Wagyu cuts, seafood a la carte, Bar Fogo Features including signature cocktails, and an award-winning South American wine list, as well as smaller, sharable plates in Bar Fogo. Fogo offers differentiated menus for all dayparts including lunch, dinner, weekend brunch and group dining, plus full-service catering and contactless takeout and delivery options.
For more information on Fogo de Chão or to make a reservation, please visit Fogo.com. For images, logos and other media assets, please visit the Fogo Newsroom.