Too often, we use the term “POP” without considering what we mean by it. At what point does POP begin? What exactly is the point of purchase? A physical point? A decision point in the customer’s mind? And what leads up to that point?

For us, a recent assignment to revitalize the in-store graphics for Rubio’s, a Carlsbad, Calif.-based growing quick-serve restaurant (QSR) in the intensely competitive Mexican food segment, brought those questions home.

By definition, a Rubio’s customer—or any QSR customer for that matter—has already made the decision to purchase something by virtue of stepping in the door, so the primary objective of POP has already been accomplished. For that reason, we redefined POP in that situation as “point of preference.” On a certain level, you could say that while the Rubio’s menuboard seeks to sell something today, the restaurant’s overall environment is helping to sell something tomorrow. Specifically, it’s selling customers a reason to be a frequent and loyal patron—that’s “point of preference.”

The Total POP Environment: Every aspect of the store environment must work together to create that preference, because every point of contact with the customer has the potential to enhance his experience and add to the selling proposition.

To create a total POP environment, however, it’s essential to work from a solid brand foundation. You need to ensure consistent execution and clear messaging. Above all, you need to stand for one thing—and deliver that one thing at all times.

For Rubio’s, that one thing is fresh-grilled, true Baja flavor. From photography and color right down to the fresh lemons and limes that decorate the salsa bar, we viewed every component of the in-store program as an asset designed to strengthen this value proposition.

The Power of Color: What the Rubio’s brand stands for today—a fresh-grilled, intense flavor experience—represents an evolution from the brand’s earlier, seafood orientation. Previously, teals and muted sea colors contributed to a mellow, relaxed experience. Not anymore. With a clear understanding of its new positioning, Rubio’s made a dramatic color shift to support its strategy.

In addition to a palette that includes spicy reds and vibrant greens, black plays a leading role in the solution. A system of black borders, evoking the grill marks of the char-broiler, makes the colors—and the lemons, limes, and salsas on display—seem all the more intense.

Rubio’s new color statement underscores the power of color as a visual asset: It allowed the chain to make a huge change in visual perception without having to tear apart its environment. The store’s new visual program involves no new fixturing or major construction. Instead, it overlays what was already there.

Compelling Comes First: Rubio’s initially tested the new merchandising program in a limited number of locations. Then, once the tests proved successful, Rubio’s adopted the program systemwide as its retail identity.

Would we have viewed the Rubio’s environment as a total POP opportunity if the chain weren’t in such a competitive category? I like to think so. Competition certainly forces you to improve your game and obligates you to be sure that your messaging is crisp and clear. But the benefits of a well-integrated program go beyond competitive advantage. They go to the very heart of what makes a compelling experience for the customer—and ensure that your retail store offers consumers a “point of preference.”