Market： 消费者体验

研究与洞察 – 2025年3月

体验方程式：快餐和休闲快餐如何重新定义餐饮

融合速度、设计和创新，建立客户忠诚度

消费者对快餐和休闲快餐的期望已不再局限于速度和价格。如今，食客追求的是沉浸式的品牌体验，这种体验融合了个性化、高效和社群感。为了保持竞争力，快餐和休闲快餐品牌必须重新构想其空间，使其成为有意义互动的中心，从而培养顾客忠诚度并提升品牌形象。虽然数字化点餐和精简运营等进步提升了便利性，但更深层次的机遇在于设计能够无缝融合速度、真实性和现代感的用餐环境。我们的调查旨在探索能够重新定义快餐和休闲快餐的创新策略，打造令人难忘的品牌体验，从而在未来数年内持续吸引消费者。

完整报告可在本页底部下载。 现在就带我去那里！

我们学到了什么

根据我们的研究，受访者分享了以下关于他们对快餐店和休闲快餐店用餐环境的体验和期望的关键见解，以及哪些服务和升级功能能够带来最大的价值和更高的消费者满意度：

感官细节

近 60% 所有受访者均表示，温暖宜人的灯光或整体氛围有助于营造舒适的环境。 舒适感和难忘感

高级功能

1/2 受访者希望厨房采用开放式设计，食物准备区一目了然，并补充说…… 戏剧元素和自信 就食物的清洁度和新鲜度而言

辅助技术

接近 55% 所有受访者都认为，用于数字会员计划和预购/预付功能的移动应用程序并列第一。 能够创造价值的技术

创新形式

大约 80% 所有受访者中，有相当一部分人对体验移动厨房或餐车，以及具有特色的体验式厨房感兴趣。 沉浸式品牌环境和主题装饰

个性化服务

超过 50% 所有受访者中，有相当一部分人认为，能够反映个人偏好（包括以往订单）的个性化促销活动是一种…… 忠诚度的主要驱动因素 并建立了一个 更强的品牌亲和力

超越用餐体验：通过设计、创新和社区提升快餐和休闲快餐的品质

快餐和休闲快餐的未来不仅仅在于品质、速度和便利；它更在于打造能够吸引、启发并与消费者建立更深层次联系的环境。效率固然至关重要，但如今的消费者追求的远不止快速解决一餐；他们渴望将优质食材与匠心设计、创新科技和有意义的品牌互动完美融合的用餐体验。美学吸引力在塑造消费者认知方面发挥着关键作用，温暖的灯光、开放式厨房和混合式用餐空间能够提升氛围，营造社区感。同时，通过与当地农户、艺术家或意见领袖的合作，开展战略性推广和合作，能够进一步提升品牌形象，创造归属感和兴奋感。限时菜单、快闪店和游戏化点餐方式则增添了惊喜元素，让顾客保持参与度，并渴望再次光顾。通过平衡功能性和创造性，快餐和休闲快餐品牌可以将日常用餐体验转化为难忘的经历，确保满足甚至超越不断变化的消费者期望。

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MG2 创造令人难忘的感官盛宴。

探索我们的餐饮专业知识

MG2 任命明尼阿波利斯办事处执行负责人

全球建筑设计公司MG2已推广 小斯科特·欧文 担任管理负责人 明尼阿波利斯办事处.  

小欧文是MG2公司的合伙人，负责领导该公司明尼阿波利斯办事处。他是一位充满热情的问题解决者，拥有超过15年的经验，专注于混合用途和大型零售品牌，包括百思买。 Target超市以及 Nordstrom，在 消费者体验 工作室。

更多内容请见 REjournals

Edgeworks 攀岩和健身项目是西雅图商业日报本周的热门项目

Edgeworks攀岩馆和健身中心 位于华盛顿州贝尔维尤的项目被《西雅图每日商业日报》评为本周最佳项目。

“翻新后的场地总面积达 40,000 平方英尺，其中包括一个 45 英尺高的室内空间，里面布满了攀岩墙、一个新的前台和登记区、公共社交空间、瑜伽室和新的洗手间。”

在西雅图DJC上阅读更多内容

2025年重塑零售扩张的趋势

Forbes Contributor Brin Snelling interviewed Principal and Founder of MG2 Advisory Melissa Gonzalez on the trends reshaping retail.

“There’s a shift to smaller in general – smaller formats, shorter leases, more agile environments,” shared Gonzalez, adding, “What is the point of the store? It’s not about inventory now, especially as consumers are getting more and more comfortable shopping online.”

Read more in Frobes

执行行动项目：成功开店的关键步骤

Glossy’s newest Executive Action Items series featured MG2 Principal and Founder of MG2 Advisory Melissa Gonzalez, who shared her expertise on digital native brands.

在 Glossy 上阅读更多内容

梅丽莎·冈萨雷斯被评为2025年顶级零售专家

Principal and MG2 Advisory Lead Melissa Gonzalez has been named one of Rethink Retail’s Top Retail Experts of 2025.

The Top Retail Experts distinction is a prestigious accolade in the Retail and Consumer Packaged Goods industry. Earning a place within the Top Retail Experts Community is considered a tremendous achievement and based on outstanding contributions in these fields.

Read more in RETHINK Retail

MG2 在 BD+C 2024 年 140 强零售建筑公司中排名第 #4

MG2 在《建筑设计与施工》杂志评选的 2024 年 140 家顶级零售建筑公司榜单中排名第 #4。

阅读更多建筑设计+施工

SOREL 快闪店荣获《室内设计》杂志 2024 年度最佳奖项之一

的 SOREL pop-up has been named one of Interior Design’s 2024 Best of Year Awards Honorees.

Interior Design’s 19th annual Best of Year Awards celebrate outstanding projects and products across the design industry. Winners were revealed by Editor-in-Chief Cindy Allen during a vibrant ceremony in Manhattan on December 12. But the celebration doesn’t stop there! Discover who earned top honors in each category, and raise a glass to another year of bold, inspiring design.

阅读更多室内设计相关内容

2025年零售趋势与预测：破解新的价值方程式

As consumers navigated economic uncertainty in 2024, their priorities and expectations evolved to center on value.  

However, industry players quickly learned that consumers’ definition of “value” varies greatly depending on their household income, cultural alignment and more. How can brands embrace new marketing strategies, services and tech to solve this new value equation?  

15 retail industry experts shared their predictions, while offering tactical tips to help you thrive in 2025 and beyond. 
 
Access this interactive multimedia guide to get timely data and best practices from experts like Melissa Gonzalez, Principal, MG2 Advisory Lead.

Read more at Retail TouchPoints

纽约肉类加工区徕卡专卖店：两分钟零售之旅

A newcomer to the area is camera retailer Leica. Housed in a Greek revival rowhouse built in the 19th century, the building’s historic aesthetic, including the interior brick and wooden rafters, was incorporated into the retail space’s final design. Showcasing cameras with brightly lit finishes, casework and FF&E, the space also includes a photography gallery.

Ultimately, the flagship celebrates “the Meatpacking District’s historic setting while introducing contemporary elements that represented the brand and provided a high-end space for 徕卡 to connect with its audience through a multifunctional retail environment,” says Marta Abas, Senior Project Designer, MG2.

在 VMSD 中阅读更多内容

MG2加入Colliers Engineering & Design，拓展服务范围并扩大业务规模

L to R: Russ Hazzard, AIA, President, MG2; Kevin Haney, PE, President and CEO, Colliers Engineering & Design; Mitch Smith, AIA, LEED AP, CEO and Chairman, MG2. Download high-resolution image.

New partnership offers architecture, design, engineering, and more with locations across the U.S.

华盛顿州西雅图—Dec. 3, 2024—Global architecture and design firm MG2 announced today that it has joined Colliers Engineering & Design, a division of the global commercial real estate and investment management firm Colliers. MG2 is ranked a top 20 Architecture Firm and among the top five in Retail Design. MG2’s more than 400 architects, designers, and staff operate across seven offices in the U.S. and China: Seattle, Portland, Irvine, Minneapolis, Washington, DC, New York, and Shanghai. Their award-winning team of strategists, creatives, and technical experts work together to solve problems and design solutions that bring their clients’ visions to life.

Colliers Engineering & Design, headquartered in Holmdel, New Jersey, is a privately held company with 75+ offices throughout the United States. Partnering with Colliers Engineering & Design allows MG2 to expand its geographic reach and add expertise in building systems and structural engineering, site development, civil engineering, and construction management.

“Joining a complementary professional practice with Collier’s Engineering & Design’s resources and expertise enables us take advantage of growth opportunities in the market immediately and maintain the pace of our strategic plan,” says MG2 Chief Executive Officer and Chairman Mitch Smith, AIA, LEED AP. “Our greatest strength lies in our people, our clients, and our commitment to helping them succeed. This strategic step with Colliers Engineering & Design offers opportunities for our people to do their best work.”

“We are thrilled to have MG2 join our team,” says Colliers Engineering & Design President and CEO Kevin L. Haney, PE. “Collier’s Engineering & Design invests in relationships to promote sustained growth and success, and this agreement will enable us to continue to drive market growth as a top-tier national commercial industry leader, provide clients with exceptional commercial design services, and accelerate communities nationwide.”

Current MG2 leaders will become senior partners within Colliers Engineering & Design, maintaining the company’s leadership structure and culture. MG2 will be rebranded at a future date.

关于MG2

Guided by our vision to create transformative experiences that foster and elevate healthy communities, MG2 has been delivering award-winning projects and programs for over 50 years. We partner with some of the world’s most recognizable companies and brands to bring exceptional design solutions to life through full architectural, strategic planning, cost management, interior design, brand strategy, and program consulting services. Our offices in the U.S.—Seattle, Portland, New York, Washington D.C., Minneapolis, and Irvine—integrate building performance and social responsibility into every project. At MG2, our greatest strength lies in our people, our clients, and our commitment to helping them succeed. We are purpose-driven by nature, data-driven by design. www.mg2.com

About Colliers Engineering & Design

Colliers Engineering & Design is a trusted provider of multi-discipline engineering, design and consulting services to public and private sector clients. Headquartered in Holmdel, New Jersey, with a network of offices throughout the United States, we specialize in providing a comprehensive suite of E/A services including Civil/Site, Architecture, Transportation, Governmental, Survey/Geospatial, Infrastructure, Geotechnical/Environmental, Telecommunications, Utilities/Energy, and Project Management.

Our talented professionals utilize the most advanced technologies to deliver customized solutions for our clients. Colliers Engineering & Design is affiliated with Colliers (NASDAQ, TSX: CIGI) a leading diversified professional services and investment management company. Learn more at colliersengineering.com. Visit us on LinkedIn, Facebook, Instagram and X.

研究与洞察 – 2024年11月

女性之美：你是否契合她的美丽之旅？你的消费者在不断变化，确保你也与她们一同成长。

如今的美容市场呈现出多元化的格局，尤其体现在不同世代的偏好上。年龄最大的Alpha世代消费者虽然只有14岁，但在2023年，他们的美容消费额却接近147亿美元，超过了其他所有年龄段的消费者。* 品牌和零售商固然需要找到与年轻消费者在店内互动和建立联系的策略，但同样重要的是，要确保Z世代、千禧世代、X世代和婴儿潮一代的消费者不会感到被疏远、被低估或被忽视，尤其考虑到他们整体的消费能力。在我们的调查中，我们深入研究了这些跨世代的美容消费者行为和偏好，旨在揭示面向未来的门店设计和项目规划机遇，这些机遇涵盖了对当今消费者多样性的整体视角，包括他们对新发现途径的偏好和差异，以及提升店内互动和顾客忠诚度的驱动因素。

*AYTM 2024

完整报告可在本预览页面底部下载。 现在就带我去那里！

我们学到了什么

根据我们的调查，受访者分享了以下关于她们在女性美容环境中的体验和看法，以及店内哪些产品和服务以及哪些接触点能带来最大价值的关键见解：

激励因素

超过一半 所有受访者均表示，两者同等重要。 受过良好教育，并受到启发 在实体店购物时，与其说是其中一个，不如说是另一个。

产品互动

接近 70% 所有受访者都希望 能够自由触摸 店内提供产品和造型工具，51% 希望设立一个试用/体验区，正是为了实现这一目标。

商品销售偏好

#1 所有受访者都渴望 基于治疗方案 商品销售同比变化（例如面部、皮肤、头发）

可持续发展倡议

超过 60% 所有受访者都对美容产品及其包装感兴趣。 回收容器 店内有售

技术集成

3/5 受访者发现皮肤扫描仪或化妆镜 个性化产品推荐 教育将成为提升购物体验的价值驱动因素

跨世代的吸引力是美妆品牌长盛不衰的关键

美容行业竞争日益激烈，从阿尔法世代到婴儿潮一代，消费者都在努力跟上最新的社交媒体潮流，同时也在寻找最能满足自身美容需求的品牌和产品。在实体店，产品知识普及和灵感启发是基本要求。消费者渴望在一个注重赋能和趣味性的环境中学习和探索，让他们能够自由地、随心所欲地试用产品。他们也重视信息丰富的展示和视觉效果，无论是线上还是线下，这都是学习和发现的有效途径。在商品陈列方面，消费者追求便捷高效的购物体验，希望货架上能提供基于护肤流程的规划，帮助他们快速找到合适的产品。各个年龄段的消费者都对新兴趋势（例如清洁美容和包容性美容）充满兴趣，他们重视店内的产品推荐和同伴推荐，以辅助购买决策。为了回馈他们的忠诚度和重复消费，美容消费者希望获得积分奖励计划，奖励包括免运费、礼品和专属活动等福利。最重要的是，随着美妆消费者面临人生新阶段，他们希望自己信赖的品牌能够继续陪伴左右，同时也能为他们提供探索新事物的机会。无论年龄大小，无论处于美妆旅程的哪个阶段，消费者的需求都在不断变化，他们也期望品牌能够与他们一同发展和适应。

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MG2 打造兼具信息性和实用性的特色零售体验。

探索我们的专业零售经验

“他们把钱花在别的地方了”：今年品牌对假日快闪店更加谨慎

随着越来越多的消费者关注性价比，以及房地产资源日益稀缺，品牌和零售商正在重新思考…… 他们的假日快闪店策略.

梅丽莎·冈兹亚历兹西雅图建筑设计公司MG2的负责人表示，她也注意到开设快闪店的品牌越来越少。而那些开设快闪店的品牌，则更加注重如何最大化投资回报。

“对于那些瞄准节日快闪店的品牌来说，真正理解其独特的价值主张至关重要——或许比一年中的其他时候更为重要——因为这段时间竞争异常激烈，”冈萨雷斯说道。“消费者的注意力更多地集中在节日促销上，而且他们已经熟悉并信赖某些品牌，那么你该如何用一些特别的、独特的东西来吸引他们呢？”

更多内容请阅读《现代零售》杂志。

徕卡贝尔维尤相机荣获《西雅图每日商业日报》本周最佳项目奖

Leica’s luxury storefront in Bellevue was the Seattle Daily Journal of Commerce’s Project of the Week.

“The 2,415-square-foot store is Leica’s first location in the U.S. to receive the company’s new Leica Global Concept design that modernizes space using natural surfaces made of sustainable wood in warm tones to convey a calm atmosphere for guests.”

在西雅图DJC上阅读更多内容

MG2的莎拉·西姆丘克入选40位40岁以下精英榜

莎拉·西姆丘克

全球建筑设计公司的高级合伙人 MG2Sarah 专注于建筑和施工领域的零售设计和租户装修。她拥有 11 年的从业经验。 多年来，她一直保持着按时按预算成功交付项目的记录，即使面对复杂的物流要求和不同的利益相关者的期望所带来的挑战，她也能做到。

更多内容请阅读《零售触点》

快闪文化：消费者愿意为了免费走多远？

Glossy Senior Beauty Reporter Emily Jensen spoke with MG2 Principal Melissa Gonzalez about pop-up culture.

“Long lines can often be a sign of success, but Gonzalez said organizers need to be proactive about how consumers are experiencing long wait times, such as by sending out ambassadors to entertain those waiting in line or handing out free samples. ‘You keep the positive energy while they’re out there for you,’ said Gonzalez, whose firm has created experiential pop-ups for likes of footwear brand Sorel 和 the Amazon Prime show ‘The Marvelous Mrs. Maisel.’ ‘That way, being in that line becomes part of the experience in a positive way, too.'”

在 Glossy 上阅读更多内容

消费者体验

Kizik 快闪店

MG2 has been working closely with digital-native, direct-to-consumer footwear brand Kizik to bring its hands-free technology to brick-and-mortar. Kizik’s experiential pop-up on Greene Street in New York’s SoHo neighborhood introduced the brand for the first time to a New York audience—consumers, traditional media, and influencers. 

At the entrance of the space, a “conveyor belt” display of footwear led to the brand’s AHA moment, a “hands-free try-on” experience to determine fit and size. The entire process of shopping the pop-up was frictionless. A full range of styles were displayed and drop shipping allowed consumers to purchase their shoes without the hassle and inconvenience of lugging them around the city.

Motion, visualized through dynamic lighting, was a theme throughout the pop-up. Digital screens conveyed Kizik’s new tagline: “Motion is magic.” After engaging with the brand, consumers were invited to unlock a mystery door at the back of the store which led to an illuminated portal. An immersive and interactive color display allowed them to use their bodies to create a personalized light show. 

The Kizik pop-up provided an immersive experience that evoked a sense of endless possibilities, showcasing the magic of motion. Originally scheduled to run for one weekend, the pop-up was so successful, it was extended an additional five weeks.

新闻报道

奖项

消费者体验

Kizik专卖店

In collaboration with Kizik, MG2 has been charged with introducing the “hands-free, step-in” footwear brand into physical stores. After its New York City pop-up, Kizik opened stores across the U.S. including Mall of America (Minneapolis), King of Prussia (Philadelphia), and Newbury Street (Boston). These new locations are not only a physical manifestation of the brand but also bring to life a high-sensory fit experience and showcase the brand’s new “motion is magic” design. 

Kizik blue is prominent, both on the exterior and interior of the store. A blue portal entry encompasses both a blue archway and pathway that leads to the store’s primary display to create a threshold moment. The key design principle of the Kizik brick-and-mortar experience is fitting the customer in a pair of shoes as early in the journey as possible. It’s an AHA moment that captures and celebrates the magic of the brand.

Floor-to-ceiling vitrines flank the portal to create Kizik’s signature “fishbowl” storefront, which allows passers-by to see into the space and take part in the store experience. Motion is an important part of the Kizik brand, and digital screens are placed prominently throughout. The “motion is magic” tagline is abstractly reinforced through circular pendants, half-circle benches and fixtures, gradient wall treatments, and mirrored graphics that reflect consumers as they move about the space. 

These stores were designed to be modular and flexible. Elevated, versatile displays capture a sense of motion to create an environment that empowers visitors to discover and explore. Modular systems allow Kizik to morph and change as it continues to grow and expand. Shelving can be moved up, down or removed entirely. Central displays can be reconfigured to form a variety of patterns. Standout design elements include the store’s materiality—a juxtaposition of surfaces including perforated metals, concrete, and textured paints with LED neon and vibrant blue. 

The result is inviting and visually engaging spaces that captivate and draw in the eye, enhancing the overall aesthetic and reinforcing the brand identity.

新闻报道

MG2 入选《普吉特海湾商业杂志》最大建筑公司榜单，位列 #2

MG2在《普吉特海湾商业杂志》评选的全球最大建筑事务所榜单中位列第#2名。 在西雅图地区.

更多内容请阅读《普吉特海湾商业杂志》。

健康与保健浪潮

随着整体健康理念在社会中扎根，营销人员正在探索与顾客沟通的新方式，以促进健康。“从生活方式的角度来看，品牌可以做出各种各样的承诺，” MG2 负责人梅丽莎·冈萨雷斯 (Melissa Gonzalez) 说道。 “它可以是任何东西，从新产品到美容部门的部分，从健康的角度解释其好处，再到对环境问题的认识。”

“2024 年 1 月 整体健康报告 从 MG2 公告 该集团探索营销人员如何利用其所认为的下一个健康前沿：零售店。报告指出：“通过以健康的视角评估传统的店铺设计元素，品牌有机会打造更全面的环境，而不仅仅是物质层面，并兼顾认知、情感和精神健康属性。”

更多信息请阅读“购买之路”研究所

餐饮娱乐场所必须通过社群和友谊来“赢得”顾客的时间。

最近，编辑 Adam Blair 在 Retail TouchPoints 上重点介绍了 为了刺激：满足所有人的餐饮娱乐体验 深入探讨成功餐饮娱乐场所的关键驱动因素。

“‘吃’之所以排在‘餐饮娱乐’前面是有原因的。人们想要的是一站式服务，如果你能成功做到这一点，就能赢得他们更多的时间和金钱。” Melissa Gonzalez.”

阅读更多关于零售触点的内容

活力增长：拉斯·哈扎德

Hear from Russ Hazzard, President of MG2, in his Q&A with The Zweig Letter Correspondent, Liisa Andreassen.

“Hazzard first joined MG2 in 1993. He says that they’re always looking to grow their shareholder base and to bring younger contributors into the fold – people who want to grow the company and take over when the old guard retires.

“‘It will be exciting to watch as the next generation leads the firm and the industry into the future,’ he says.” Find the full interview in the link here:

Read more in The Zweig Letter

连锁餐厅可以从独立餐厅学习的10个餐厅设计经验

Chain restaurants are consistent in both their food and their design, which is a huge part of their appeal to consumers, who know exactly what to expect on subsequent visits, even to new locations.

Bars should also ideally be visible from the entrance, says Joy Dayaw, associate, MG2 设计, Seattle, to create an immediate impression and to attract early arrivals

阅读更多关于餐厅开发与设计的内容

SOREL Pop-up荣获VMSD国际视觉大赛荣誉奖

的 SOREL pop-up has been named one of the VMSD International Visual Competition Awards Honorable Mention.

在 VMSD 中阅读更多内容