Blaze Pizza

Amanda Caswell

Brand Experience Champion

My journey into design and construction leadership started when I joined the New Store Visual Merchandise department at Floor & Decor as a Design Manager overseeing remodels for their design centers. That role really gave me a strong foundation in project management, budgeting, leadership and the RFP process, while also teaching me how to balance design intent with operational and financial realities.

From there, I was recruited to GoTo Foods to help manage design and construction for the international side of the business. That experience really broadened my perspective because I worked closely with franchisees in different countries and learned very quickly that construction methods, materials and processes vary greatly depending on the market. For example, in some countries it is more cost effective to build walls out of brick instead of traditional aluminum framing. Experiences like that taught me the importance of being adaptable and understanding local market conditions while still maintaining brand consistency.

Working in the QSR industry also taught me how important collaboration is between design, construction, marketing and operations. Restaurant design is not just about functionality. It is also about creating an environment that reflects the personality of the brand. When I joined Blaze Pizza, one of the first things I focused on was understanding the brand standards and overall personality of Blaze to make sure the design direction aligned with the guest experience we want to create. Every brand has its own personality, and the physical environment should reinforce that the moment a guest walks through the door.

Design in the fast casual industry goes far beyond selecting finishes and creating a space that simply looks good. A huge part of successful restaurant design is space planning, which is honestly one of the areas I feel strongest in. Operational efficiency starts with proper adjacencies and making sure team members can move through the restaurant as efficiently as possible without adding unnecessary steps.

The challenge is that no two restaurant spaces are the same, so we are constantly adapting and adjusting the prototype to fit different site conditions while still maintaining operational flow. You can technically make almost any space work, but that does not mean it will function efficiently. The real goal is creating a layout that supports the speed, functionality and guest experience required in a fast casual environment. Sometimes that means thinking outside the box and finding creative solutions that still support operations instead of making them more difficult.

One of the biggest challenges in restaurant design and construction today is managing rising construction costs while still delivering a high-quality guest experience and maintaining brand standards. For Blaze Pizza, keeping the overall investment for new locations at a reasonable level has become increasingly important as material, labor and transportation costs continue to increase across the industry.

To help manage costs, we allow franchisees to work with local general contractors who have experience with restaurant buildouts. Utilizing local contractors not only helps reduce travel related expenses, but also often improves project efficiency due to their familiarity with local jurisdictions, permitting processes and subcontractor networks.

Supplier relationships are another critical component. We continuously evaluate suppliers to ensure they provide a balance of competitive pricing, product quality, reasonable lead times and strong communication. At the same time, maintaining long-term partnerships remains important to us. Rather than constantly changing vendors, we work collaboratively with existing suppliers on value engineering opportunities and regularly explore new materials and products entering the market that may help further reduce costs without sacrificing quality or design intent.

Material innovation has played a significant role in helping the industry evolve. For example, luxury vinyl tile flooring has improved dramatically over the years. Earlier generations often appeared inexpensive and lacked durability, while newer products now offer realistic textures, improved wear resistance and high-resolution print quality that more closely replicates natural materials. As a result, we have begun implementing more LVT flooring in place of polished concrete in certain applications. While polished concrete can create a clean and modern aesthetic, it also requires ongoing maintenance that can become costly over time. In some cases, inconsistent maintenance has negatively impacted the long-term appearance of the space, which does not align with the experience we aim to deliver for our guests.

Ensuring projects align with both brand identity and customer experience starts with strong collaboration across departments. I work closely with Marketing to ensure we are aligned on the brand, while also partnering with Operations to make sure the customer experience meets both operational goals and guest expectations.

To me, restaurant design is about more than aesthetics. It is about creating an environment that reflects the personality of the brand while working well for both guests and team members.

Blaze Pizza is in a unique position because there are still many parts of the country where the brand is continuing to grow and establish recognition. That gives us an opportunity to continue refining and evolving the guest experience as the brand matures. Blaze has been around for about 14 years  now, and during that time consumer expectations have shifted significantly due to social media, Covid, technology and digital culture overall. Guests interact with brands very differently today than they did even a few years ago, and they expect more convenience, flexibility and overall experience. 

Because of that, I believe it is important that the physical environment evolves alongside those changes. Whether it is technology integration, updated layouts, lighting, materials or the overall atmosphere, the goal is to make sure Blaze continues to meet guests where they are today while still maintaining the energy and personality that defines the brand.

One of the biggest pieces of advice I would give to emerging professionals in design and construction is to never be afraid to ask questions. It is equally important to ask why certain processes, standards or design decisions exist rather than simply accepting them because that is how it has always been done. A lot of companies continue operating a certain way simply because it has become routine, even when there may be opportunities to improve efficiency, reduce costs or create a better guest experience.

Being new to the industry can actually be an advantage because fresh perspectives often allow us to see challenges and opportunities differently. In my experience, some of the best innovations come from people who are willing to think outside the box and respectfully challenge traditional ways of operating.

At the same time, there is a professional way to approach those conversations. I believe it is important to remain respectful, collaborative and prepared to support ideas with research, observations or examples that help explain the value behind recommendations.

When I was in college, classmates used to tell me that I thought differently than most people. I always took that as a compliment, and it is something I have continued to embrace throughout my career.

Thinking differently has allowed me to approach problems creatively, identify opportunities others may overlook and continue evolving within an industry that is constantly changing.