Noodles & Company
Business Transformation | Culinary, Menu, Experience
Boiling it Down: Rebalancing the Value Equation
+9-15
POINT INCREASE IN TASTE SCORES
+3%
COMP SALES GROWTH
IN Q1 2025
+5.6%
INCREASE IN DIGITAL SALES
Since 1995, Noodles & Company has been a fast-casual pioneer with a unique globally-inspired offering. With 450+ locations and a loyal following, the brand thrived on delivering familiar comfort, bold flavors, and fresh cooking at an affordable price point.
Over the years, the food was optimized for simpler operations and increased margin. Rising costs during the Pandemic led to price increases. Then, value perception became a serious challenge leading to a 4.2% drop in same store sales in 2022.
The challenge.
The insight.
A simple drop in price was not viable. Instead, we discovered that for the Noodles guest, there were other ways to re-balance the value equation.
The brand had always stood for craveable, comforting, and scratch-made cooking. And yet, shrinking portions of sauce and vegetables, the removal of fresh garnishes, and low cost packaging meant that the product no longer delivered on its values.
The work.
We needed to re-build the culinary pillars that originally set the brand apart. Through 18-months of business transformation, TCE helped Noodles & Company re-engineer their value equation by bringing the cooking back to the kitchen:
A More Focused Menu – Rigid subcategories were replaced with a simplified, form-led structure.
Signature Dishes, Perfected – Classics like Basil Pesto Cavatappi, Mac & Cheese, and Crispy Chicken Alfredo were rebuilt from the ground up—optimizing quality and value.
Re-built value – Elevations in ingredient quality, portioning, presentation, packaging, and digital experience re-balanced the value equation.
The results.
The Noodles & Company + TCE collaboration wasn’t about starting over—it was about building on a strong foundation to create a more focused, craveable, & efficient brand experience. The work had an immediate impact on guest sentiment and financial performance.
+3% comp sales growth in Q1 2025
+9 to 15 point increases in taste scores
+5.6% increase in digital sales
