The Challenge

Repositioning a decade-old institution in an increasingly saturated casual dining market.

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The Perth William Street site, a cornerstone of the Ribs & Burgers portfolio for over ten years, required more than just a cosmetic refresh. The challenge was to pivot the brand toward a premium "destination" experience that would actively reverse the post-pandemic shift toward delivery. We were tasked with creating an environment that encourages "dwell time"—inviting guests to stay, linger, and engage with the product in its absolute best version—shifting the perception from fast-casual to a curated, sit-down culinary journey.

Our Approach

"Carte Blanche" Creativity: The Theatre of Abundance.

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Granted full creative freedom by the client, the COOOP team reimagined the space through a bold, art-centric lens. This is the very first venue in the global Ribs & Burgers group to be executed in this specific style, where art serves as the central, unifying storyteller.

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• The Ceiling as a Canvas: We installed a ceiling-spanning artwork that runs the full length of the restaurant. This serves as a visual narrative of the brand's origins, featuring intricate line drawings of iconic Sydney landmarks like the Harbour Bridge and the Opera House.​

• The Travelling Butcher: Woven into the overhead mural is the story of a "travelling butcher"—a conceptual nod to the discovery, travel, and exploration of diverse culinary cultures and meat traditions throughout the ages.

• Design for Behaviour™: The seating layout was specifically engineered to frame the artwork, directing the eye upward and through the space. By replacing traditional, repetitive branding with sophisticated visual cues, we transformed the atmosphere into one of "abundance" and warmth.

• The Open Display Kitchen: We retained the heartbeat of the brand by anchoring the new "art-centric" interior with an open display kitchen, ensuring the sensory connection to the flame and the craft remains central to the guest experience.

• Tactile Premiumisation: The interior features warm, strategic lighting and comfortable booth seating designed to support the brand's shift toward ceramic plates and glassware, elevating the physical touchpoints of the meal.

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"This is the first restaurant done in this bold style, where art is the central unifying theme. We’ve used the space to tell a story of travel and culture—when you step into Perth’s Ribs & Burgers, you immediately feel a connection to its origins through the discovery of diverse culinary traditions." — Callie van der Merwe