Petco partnered with Just Food for Dogs (JFFD), which handcrafts gourmet dog food, for a store-within-a-store concept. It built a JFFD concept store inside a Petco, but then came to Miller Zell to scale its prototype for 25 stores. Miller Zell had six weeks to re-engineer the design and complete the installation.
Miller Zell reworked the prototype design into two store types, with each type consolidated and kit packed for a variety of store footprints. The prototype used four large pieces, but we value engineered the design, increasing the count to 20-24 unique parts. That reduced costs and made for more efficient installations.
We produced an enticing, functional design that attracted customers both looking for JFFD products Petco browsers. We delivered savings on logistics and shipping costs and value engineered just about every display and fixture, creating approximately a 35 percent cost reduction from prototype to the final version.