Steak Escape, one of the nation’s first Philly cheesesteak chains, is introducing its “next generation” quick service restaurant concept designed to give consumers more ways to customize their entrees, healthier selections and faster service. The innovation is taking place in New Albany.

The company’s authentic Philly cheesesteak sandwiches and fresh-cut fries that have earned a loyal following remain, but customers are given many more flavorful and healthful options to get it the way they want it. Customers can select grilled steak, chicken or Italian sausage that can be served on a freshly baked roll, in a bowl of grilled vegetables, salad or a baked potato. They can top off their meal with a variety of fresh vegetables, sauces and condiments.

The new design developed by Big Red Rooster, an award-winning retail brand experience firm, features a sleek, clean urban American industrial look with steel finishes, warm wood tones and painted concrete accented with bold gold. The design showcases the kitchen so guests can watch the food being prepared and have greater interaction with staff.

Jeff Jeffers, a former Buffalo Wild Wings franchise owner, will own and operate the New Albany store.