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Restaurant Atmosphere & Design

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by

abd aziz

on 30 September 2012

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Transcript of Restaurant Atmosphere & Design


•People are attracted to a restaurant by
more than just good food
–Good food is only a part of the total
dining experience
•Just as important is the way people feel
while in the restaurant
–This physical and emotional response is
a result of the atmosphere
•The total environment to which customers are expose Atmosphere
•All the physical surroundings and
decorative details combine to create an atmosphere
–Ambience
–Energy
•In todays competitive environment design
plays an increasingly important role in:
–Differentiating concepts
–Attracting today's sophisticated consumers Atmosphere (continued)
•It may be hard to quantify a restaurant design's contribution to sales
•Components of design do not go unnoticed by the customers
–Specifics may be hard to characterize
•The right atmosphere can relax guests and generate good feeling and repeat customers
•The proper atmosphere can make the food, service and whole dining experience seem better Creating an Atmosphere
•Successful design begins with a firm concept
–Image
•Applies to new operations or existing concepts
•Design focus on making the space comfortable and inviting with a consistent theme
–Welcoming rather than intimidating
•Efficiency, value and convenience are the hallmarks of modern restaurants
–Reflected in the design Creating an Atmosphere (continued)
•Today more kitchen activity is “out front”
–Showcase talents
–Display fresh ingredients
•Sensory details
•Provide a change of pace
–Research the needs and interests of potential customers
•What would be a welcome change of pace for them? Creating an Atmosphere (continued)
•Environmental psychology
–Study of the deep and primal reasons that
people feel about design elements
•Two basic human needs are the root of
guests’s behavior:
–Security
•Personal space, comfortable and protected
from intrusion
–Stimulation
•Interesting and engaging environment Creating an Atmosphere (continued)
•Find the right balance between comfort, security and guests’
tolerance for stimulation
–Target market is key
•Two distinct paths to successful design
–Trendy
–Unique, but with staying power
•Simplicity the new watchword for restaurant design Creating an Atmosphere (continued)
•Atmosphere is made up of everything that makes an impression on people:
–Building design
–Decor
–Interior color scheme
–Texture of the walls
–Service
–Food Creating an Atmosphere (continued)
•The menu is the most important starting point
–The type(s) of food will influence the kitchen design
•Imperative that the kitchen and dining areas work in tandem
–Number of seats
–Bar or no bar
–Number of wait stations
•All figure prominently in creating a seamless relationship Creating an Atmosphere (continued)
•People's perception makes the atmosphere
–The primary factors:
•Sight
•Touch
•Smell
•Hearing
•Temperature
•Tempo
•All combine to give people their perception of atmosphere Sight
•Sight perception involves color, lighting, harmony, contrast, order, and space
•Many sight needs are subconscious
–Yet are an extremely important ingredient of the total atmosphere Touch
•The texture of the walls, curtains, tables, and floors have a "feel" to the imagination
–Walls that are smooth and hard may reflect a harsh, cold feeling
–Fabric covered walls may produce a feeling of warmth and gentleness
•The perception of body contact, seat comfort, floor contact, etc… all contribute to atmosphere Smell
•Smell involves both pleasant and unpleasant odors
•Smells can positively contribute to the atmosphere
–The aroma of fresh brewed coffee, oven-baked bread, fresh cut flowers,
and a pine scented breeze can heighten the appetite
–Negative smells involve offensive kitchen odors, body odor,
food scraps on the floor and table, garbage, and rancid grease Hearing
•The noise level of conversations, serving staff, kitchen sounds, and music affect the atmosphere.
•The level of noise acceptable to the ears is often a function of age
–Generally, the older the age group, the less the intensity of noise which is acceptable Temperature
•The temperature of the dining room and food influences the individual's
perception of the atmosphere
–A comfortably warm room and hot food portrays a feeling of high quality,
elegance and a slow leisurely meal
•Variations from normal temperature are noticed quickly since most people
are very sensitive to temperature. Tempo
•Atmosphere is affected by the tempo of service, length of time to produce
the meal, and the time given to eat the meal
•The tempo of the dining experience should correspond to the image
of the restaurant
–Normally, the tempo in a luxury restaurant is more leisurely than the tempo
in a fast-food restaurant
•There is also a difference between apparent tempo and real tempo Working with a Design Team
•Composition will vary depending on the:
–Capabilities of the owner
–Budget
–Requirements of the project
•Team may consist of:
–Architect
–Interior designer
–Kitchen designer
–Foodservice consultant
–General contractor
•More complex jobs may include other types of specialists
–Lighting, landscaping, acoustics, etc (continued)
•Foodservice consultant guides owner through the
conceptual development of the project
–Defining the concept
–Researching applicability and financial feasibility
–Determining menu and wine lists
•Consultant should be hired if there is any uncertainty about how to proceed with a projects
–Understand charges and services
–Know capabilities and research experience (continued)
•Architect coordinates the building plans to
execute the concept
•Designers provide:
–Color schemes
–Suggests materials for floors, walls and ceilings
–Suggests choices for fixtures and furniture
•General contractor executes the building plans and coordinates tradesmen
–Change orders (continued)
•Team members support each other strengths
and weaknesses
–Curtail each other excesses
•Team contributes creativity, expertise,
and knowledge
–Most important is objectivity
•Must work under the same assumptions and
heading in the same direction
–Communication (continued)
•During construction (renovation)
projects take on a life of their own
–Regulatory delays
–Weather delays
–Deadlines missed
–Design flaws or changes
–Budget overruns
•Choose the design team carefully •Stand back periodically and
evaluate the final design
–Get other trusted opinions
•Workers
•Guests
•Constant evaluation and
modifications are part of a good design
–Look at competitors and listen
to customers Creating Comfort
•Comfort means different things
to different people
–Temperature
–Sense of privacy or openness
–Accessibility
–Other considerations?
•Discomfort is almost always
attributable to a poorly designed atmosphere Redesign Dilemma
•Always a time when design becomes
tired and dated
–Easy to overlook when immersed in
the facility day after day
–Décor is not always a priority
•Logistics need to be worked out
–Closing?
–Costs?
–Ability to get customers back? (continued)
•Avoid the dilemma by thinking of almost
every component of design as perishible
–Wear out or go out of style
•Usually sooner rather than later
•Build updates into your business plan and
cost structure
–Experts suggests a redesign every five to
seven years
–Do you want to retain regular customers
or attract new guests? (continued)
•Inexpensive makeovers
–Reorganize
–Artwork
–Paint
–Update exterior and entryway
–Add dramatic accents
–Redesign lighting
–Change graphics, uniforms, music
–Reupholster
–Reconfigure seating (continued)
•Elaborate redesigns focus on
some elements of display or merchandising
•How much to do at once?
–Gradual updates over time budgeted in installments
–Anticipate the inevitable down times
–Think continuously about updates and changes
•Don’t’ have to think big
•Keep competitors from taking business Design Mistakes
•Inconsistent ambience
•Too many decision makers
•Forgotten target market
•Inadequate spacing
•Bad traffic flow

•Unrealistic budget
•Cutbacks in non-revenue producing space
•Poor lighting
•Offensive colors
•Forgetting the future First Impressions
•Location
–The character of nearby buildings,
streets, and businesses affects people's
perception of a restaurant
–The locality will attract a certain type
of clientele and determine the price range, type of service, and menu selection
•Exterior Design
–The function of the exterior design is to attract customers and invite them
in to eat
–The design should stimulate the imagination and heighten the curiosity of
the clientele group (continued)
•Signs
–A good sign should indicate at least four things:
•First, it should indicate "this is a restaurant."
•Second, a good sign should indicate the type of food and service that is being offered
•A third piece of needed information is the price range
•The fourth item a sign should indicate is the type of customer the restaurant caters to
•The style, design, and color of the sign should follow the same theme as the interior and exterior of the restaurant (continued)
•Signs
–A good sign should indicate at least four things:
•First, it should indicate "this is a restaurant."
•Second, a good sign should indicate the type of food and service that is being offered
•A third piece of needed information is the price range
•The fourth item a sign should indicate is the type of customer the restaurant caters to
•The style, design, and color of the sign should follow the same theme as the interior
and exterior of the restaurant (continued)
•Parking Area (continued)
–The parking area should have separate and well marked entrance and exit driveways
–Should be large enough to handle the number of cars determined by the seating capacity of the restaurant plus the cars of the employees
–The location of the parking area is a point of debate (continued)
•Landscaping
–Landscaping helps provide the setting and atmosphere for the total dining experience
•A well maintained and landscaped exterior attracts customers and hides unattractive service areas from view
–It can also provide a pleasant vista from the dining room
–The landscape design must keep with the theme of the restaurant and harmonize with the exterior and interior features of the building (continued)
•Building Design
–The building's design should reflect the theme and type of food served by the restaurant
–Often neglected is the upkeep and maintenance of the building exterior
•Exterior Lighting
–The intensity, color, type, and placement of outside lighting is important for developing the desired atmosphere
–Proper lighting can add texture, charm, and beauty to a building and landscape
–It can accentuate the positive and play down the negative aspects of the exterior design (continued)
•Entrance Way
–The entrance way is the climax of the exterior theme and the transition to the interior décor
•It actually leads people inside
–It should enhance the total atmosphere of the facility
–The entrance to the restaurant should be unmistakably visible to even the casual passerby
•There should be absolutely no doubt as to where the entrance door is located ATMOSPHERE
Full transcript