Rooted in community and family, El Pollo Loco wanted to reconnect with guests through a dining experience that celebrated its heritage. We helped evolve the brand’s expression—bringing warmth, authenticity, and a bold new visual identity that tells the story of where it all started: over an open flame.
Vertical: Food
SeaWorld
SeaWorld needed foodservice venues that could handle large guest volumes without sacrificing experience. We developed two flexible models—a market-style layout for exploration and a cafeteria-style layout for speed—designed to scale across multiple parks while keeping service smooth and enjoyable.
BJ’s Brewhouse
For more than two decades, BJ’s Restaurants has trusted us to help evolve and expand their national portfolio. What began as project support has grown into a long-standing partnership—delivering technical expertise, regulatory insight, and scalable solutions that keep the brand running strong.
Joanne Heyob
As SVP, Operations Strategy & Design at WD Partners, Joanne brings 20 years of experience rooted in retail and store operations. With a proven track record of driving innovative growth strategies for retail brands, she leads WD’s operations team, which is a key component and differentiator in our end-to-end offering. She serves as a client […]
Jay Highland
Jay spent over 17 years building teams, leading creative, and collaborating with all disciplines involved with experience design. His career path encompasses all phases of the retail strategy and design process, solving clients’ real-world business problems via “big ideas” in concepting, prototyping, and scaled implementation. Jay is a team and account leader—collaborating, listening, building, guiding, […]
The Hidden Engine of Flagships: Why Operations Make the Magic Possible
Flagship stores are often celebrated for their immersive designs, bold statements of identity, and ability to showcase a brand at its peak. But beneath the sparkle and spectacle lies an operational machine that makes it all possible — from labor planning to inventory flow to technology integration. These destinations succeed because every part of the […]
Beyond Pasture
A Dining Concept Built on Cultural Capital
Our team created a concept from scratch for the restaurant industry based on the idea of Cultural Capital (check out the full article on this theme). At WD, we believe the most successful brands today don’t just sell products — they build movements. Consumers increasingly seek experiences that reflect their values, foster connection, and create a sense of belonging. Beyond Pasture was designed to embody these principles, transforming dining into Cultural Capital.
The Why
Food is no longer just about flavor; it’s about identity and shared values. Diners want meals that align with their values. Research shows that 70% of diners prefer restaurants with visible, ethical commitments, and 80% will pay more for products that reflect their beliefs. Beyond Pasture responds by championing thoughtful consumption — craveable food with real impact.
The Mission
Beyond Pasture is more than a restaurant; it’s a gathering space designed to reconnect people. In a time when 65% of Americans feel disconnected, it creates opportunities for shared values and togetherness.
The Execution
Five pillars bring Cultural Capital to life here: Transparency, Connection, Activism, Sustainability, and Accessibility. Every design choice from rainwater-harvesting facades to hydroponic walls, serves as a cultural signal of the brand’s mission.
Interiors feature hydroponic walls growing fresh greens, recycled aluminum furnishings, and digital tools that help customers track the impact of their orders. Even the smallest details — from seed libraries to compostable packaging — serve as intentional cultural signals.
Storytelling completes the experience. Educational moments highlight innovations like cultivated meat, while playful content and loyalty programs foster curiosity, engagement, and connection. The restaurant becomes more than a dining destination — it becomes a cultural stage.
The Impact
Beyond Pasture proves restaurants can be catalysts of culture. Spaces where meals fuel appetite and ideals, and where dining becomes an act of identity, activism, and belonging.
Beyond Pasture is only the first chapter. We built this concept to illustrate how experience-led design can express shared values in a tangible way. Future stories in the Create to Resonate series will highlight other paths, from retail to entertainment, that turn brand spaces into movements.
Do we have your attention? Dive into Create to Resonate and discover more bold ideas shaping the future of brand and consumer connection here.
Chris Doerschlag
Chris Doerschlag is the CEO and owner of WD Partners, a 300+ person global strategic branding and consulting firm with 8 offices in the US and overseas. WD is a vertically integrated strategic partner to many Fortune 500 consumer brands, helping them drive innovation and scale. WD has delivered projects in over 77 different countries. […]
From the Ground Up (Or Not): How to Prioritize Restaurant Remodels That Actually Pay Off
In Part 1, we explored how WD worked with White Castle to build a back-of-house prototype that was fast, efficient, and future-focused. But let's be honest—most brands don't have the luxury of launching all-new stores from a blank slate. The real challenge? Making that same innovation work inside a footprint that already exists. Which begs […]
The Restaurant of the Future Starts Where Customers Never Look
When White Castle set out to evolve its operational model, the goal wasn't just to build something new—it was to build something repeatable. That means creating a prototype for tomorrow and a strategy for every legacy location stuck in yesterday. At the National Restaurant Association Show, our team took the stage to share insights from […]