Overview
Futo Buta Ramen House showcases the unique union of Japanese and Southern cuisine. Opened in 2015 and operated successfully until 2024, it was one of the first ramen shops in North Carolina and the first to make all elements of the bowl from scratch, including noodles and broth. Approaching the concept as an authentic Japanese experience, we left tradition at the door. Designing a restaurant where you could “Come as You Are” and experience Soup Nirvana.
This case study documents the conceptualization, design, and operational implementation of our ramen shop in Charlotte, North Carolina. As the co-creator, I oversaw every aspect of the project, from initial ideation to daily operations—showcasing my expertise in user-centered design, branding, and experience curation for both staff and customers.
Conceptualizer
Designed the vision for the brand, blending cultural authenticity with local influences.
Operator
Implemented systems and processes to streamline daily operations.
Marketer & Graphic Designer
Built brand identity through cohesive visuals and storytelling.
CX and EX Designer
Designed the space to balance form, function, and customer delight.
Goal 1: Create a unique dining experience that appeals to diverse customer demographics in the Charlotte market.
In 2015, the Southend neighborhood of Charlotte was an untapped area for new restaurant concepts, and the city itself was known for its conservative dining habits, with a customer base predominantly accustomed to meat-and-potato meals. Introducing a Japanese ramen dining concept, especially in a market where such cuisine was virtually unheard of, presented a significant challenge. Futo Buta sought to break away from these culinary norms and deliver a bold, innovative experience that embraced food diversity. The concept aimed to not only introduce high-quality, authentic ramen but to redefine how Charlotte viewed ramen as an elevated cuisine—something the city had yet to experience. In a city known for its picky eaters, this risk of offering something so different was considered both daring and ambitious. But by creating a space where food lovers could explore new flavors and experiences, Futo Buta quickly became a standout destination, changing the culinary landscape of Southend and beyond.
Goal 2: Establish an operationally efficient and aesthetically compelling restaurant.
At Futo Buta, operational efficiency was equally as important as cultivating a welcoming and supportive atmosphere for both staff and customers. Having come from environments where toxic competition and a lack of work-life balance were the norms, my partner and I were committed to creating a positive workplace. We implemented staff outings in the summer to encourage team bonding, built a strong sense of camaraderie, and prioritized promoting from within. Investing in education, all front-of-house staff was certified as Level 1 Sake Sommeliers from the Sake School of America (tuition covered by us.) These efforts resulted in a remarkable staff retention rate of 90% over five years, with a team that was highly trained, invested in, and motivated.
This strong foundation translated into an exceptional customer experience. Regular patrons, many of whom visited 4-5 times a week, felt welcomed by a team that was not only highly skilled but personable. Futo Buta became the go-to destination for the neighborhood, earning a place among Charlotte's top 50 restaurants throughout its life.
The restaurant's aesthetic was designed to reflect this inclusive culture, blending a casual yet refined environment with an alternative edge. Rock music played in the background, and the minimal design of the dining room encouraged intimacy and connection—both among guests and between staff and customers. This welcoming, approachable atmosphere helped Futo Buta stand out, earning praise for both its exceptional service and quality cuisine.
Goal 3: Ensure alignment between branding, interior design, and the customer experience (CX).
At Futo Buta, my design and branding decisions were deeply influenced by both Japanese ramen house minimalism and the energetic vibe of alternative rock culture. I chose a minimalist dining room layout to maintain a focus on the food while promoting a sense of connection among diners. The small space encouraged spontaneous interactions between guests, creating a dynamic environment that was both intimate and engaging.
The rock music played throughout the space was more than just background sound—it was a reflection of the vibe I wanted to create. The energy it brought, combined with the design's simplicity and purpose, kept the atmosphere lively and welcoming for both staff and customers. This synergy between branding, interior design, and the customer experience helped form a distinctive identity for Futo Buta, creating a restaurant that wasn’t just about the meal, but about being part of a unique, high-energy space where everyone—staff and customers alike—was engaged in the experience.
Transforming the Vision into a Physical Space
As the sole designer for Futo Buta, I took on the challenge of transforming a bold concept into a tangible, functional restaurant space. From crafting the initial vision to overseeing the construction process, I ensured that every element of the design supported both the brand's identity and operational efficiency. This included carefully selecting FF&E (Furniture, Fixtures, and Equipment) and OS&E (Operating Supplies and Equipment) to prioritize functionality and ease of use for employees. Balancing aesthetic goals with practical needs, I meticulously planned the layout to optimize customer flow while enabling seamless staff operations. Through hands-on project management, I maintained a sharp focus on timelines and budgets, ensuring a space that delivered on all fronts.
Mapping the Experience: Designing Flows for Staff and Customers
Customer Journey
Upon entering Futo Buta, customers were immediately greeted by the vibrant energy of a bustling dining room. The smaller footprint of the restaurant was an intentional design choice—it created an atmosphere that always felt lively, even on a slower weekday.
Positioning the host stand parallel to the wall removed any physical barriers between the host and guests. This deliberate placement encouraged casual, approachable interactions, allowing the host to explain the seating process—first come, first served, with every member of the party required to be present. This ensured the dining experience could be enjoyed collectively, while also streamlining introductions to the cuisine and our unique approach. The transparency helped set expectations, and wait times felt shorter when guests were fully engaged with the process.
During peak times, longer wait times often led customers to embrace the communal seating arrangement, including sitting near strangers. Explaining that this was a hallmark of ramen houses in Japan made guests more open to the experience. The desire to avoid appearing "uncultured" often turned into curiosity, as customers found themselves enjoying conversations with table neighbors.
Even practical elements, like unisex single-stall restrooms, were designed to minimize congestion and maximize efficiency. No matter where customers sat, they were immersed in the dynamic energy of the room—servers delivering steaming bowls of ramen, sake flights landing at the next table, or curious diners asking, “What's in the jar?” or “What’s moving on top of those brussels sprouts?” This visual storytelling turned every table into a stage, inspiring customers to order dishes they saw in real time or mentally bookmark them for future visits.
Server Journey
Organized Chaos— a design approach I intentionally embraced to harness the energy and productivity of a high-energy, high-functioning environment.
The staff’s footprint touched every inch of Futo Buta, embodying the philosophy that a small space could be a highly functional one with smart design. Charlotte’s rapid growth meant commercial real estate was at a premium, so I had to get creative in maximizing every square foot for operational efficiency.
Servers used handheld point-of-sale (POS) systems to streamline order-taking, while a single wall-mounted POS near the expo area allowed managers to quickly correct orders or void errors. This station also managed to-go orders, with tickets printing directly at the expo line for kitchen prep and staff bagging. Server stations were strategically placed at the kitchen entrance near dry storage, enabling quick restocking and providing an at-a-glance inventory view.
The bar, positioned centrally, served as a multi-functional hub. Bartenders could step in to assist at the expo line during busy periods, reinforcing teamwork. Because of their proximity to operations and ability to pitch in, bartenders were often elevated to assistant manager roles.
Server Assistants and Hosts didn’t have designated stations; their “workspace” was the entire dining room. This intentional choice reinforced a team mentality and encouraged constant communication among the staff. By keeping everyone in motion, the space felt dynamic and energized, allowing the team to keep a close eye on the dining room, troubleshoot issues, and step in wherever needed. This fluid approach didn’t just improve service—it amplified the vibrant atmosphere that defined Futo Buta.
Kitchen to Expo Journey
The kitchen had a notoriously small footprint, so it was essential to create the simplest flow with clear station functions. Ingredients were delivered through the back kitchen door, where dry storage was immediately offloaded by the door and produce went directly into the walk-in. To maximize the limited refrigeration space, all prep stations were dual-purpose, incorporating low-boy coolers. The flow continued through these stations, leading to the sushi station, and then to the mise-en-place for ramen execution. The noodle and broth stations were positioned next to expo to ensure hot bowls were handed off to Chef Shortino for immediate plating. Once plated, toppings were added and passed to expo for quick delivery to tables, ensuring immediate consumption. This singular flow minimized unnecessary steps and avoided contamination in the small kitchen.
Understanding the Staff Experience
Conducting user research by interviewing staff at various levels (servers, kitchen staff, hosts) allowed me to identify pain points in the standard hospitality training processes.
I created personas representing different roles within the restaurant (e.g., "Server Assistant," "Bartender", "Server") to understand their unique needs, goals, and challenges. To then identify gaps in standard training programs that lead to inconsistent service quality.
Define the Problem
Working in the hospitality for a decade, I was very familiar with the problems that surround staff on-boarding and training. It lacked accessible resources, knowledge retention, soft-skills training, and lack of follow-up. I went straight to the source and interviewed my staff to understand what they needed in a Training Program.
Designing a User-Centered Training Program
Management was no longer wasting precious time printing and reprinting out materials.
I transitioned all training materials to an online platform accessible via mobile and web. This included payroll onboarding, food and beverage resources, job descriptions and workflows, and interactive quizzes, ensuring staff could access these tools anytime.
Training was a continuous, iterative process. As we navigated the challenges of COVID-19, adapted to state-regulated procedures, and transitioned out of the pandemic, the dining environment—and our guest experience—evolved. I consistently relied on insights and staff feedback to refine the training model, always prioritizing simplicity and ease of use.
