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The "medical method" for designing restaurants


One of the most complex disciplines for a designer of commercial or corporate interiors, maybe because business is equally complex, is the restaurant design.

If, as is already considerable customers how much we value aspects before choosing table, it is no less conscientious analysis of the product, cooking techniques, the emplatado, service and all you have to do with the customer experience before, during and after going to a restaurant. Come the analysis made by the employer or restaurant manager, come by the customer.

As part of Movimiento Incitus, a solidarity initiative that tries to help the start-up businesses catering, I have seen that is quite common in the business sector false, unfounded and dangerous belief that quality is enough to win. Error, crass error.

Many hoteliers analyze and accompany projects each year on their way to opening doors. And if we try to convey something, is that quality alone will no longer unlike anyone, it is assumed. You have to be good at what you do: good product, good service, good message… but to succeed it must consider many additional aspects. And it's those details that really make a difference.

One such crucial strategic issues is, definitely, he Restaurant interior design. It is more than demonstrated and later we will see a couple of studies that confirm this, what restaurant design has a direct influence on the income statement for the business.

But for the interior of the restaurant is good and the contribution is positive, equally, It must cover all factors relevant to the customer. Because let's not forget, everything is design, everything has been designed by someone sometime: the chairs, the tables, soil material, color bar, the provision of diners, the kitchen, the operating model, the process of receiving customer, the lighting, odotype perfuming the room, crockery, etc.

All, for better or worse, It has passed through the human filter. That is to say, everything is design, the key question is decide between good and bad. The first will raise your billing and second billing will make up your competition.

If you want to delve into the design of restaurants, for some tiemplo developed a terse Interior Manual for Restaurants. So here is a simple method reflect design that lists the main factors to consider and develops from an acronym for easy recall: he medical method.

"Medical Method" in designing restaurants

With the 'M': Business model

We must never forget that we design business. The purpose of designing a restaurant is simply to help this sell more, often sell more and sell more expensive (if applicable).

This can be achieved by modulating the strategic space attributes chosen by the client, but for that we must be clear about the business model before. Not the same conceptualizing INTERIORISMO a streetfood a one casual restaurant to develop the interior space of a Michelin star.

Once we understand the business model, the weapons with which we have to modulate in space, They are endless. Our mission is Customer move the message that the hotelier entrepreneur wants This listen.

It should be borne in mind that this should be a message really different, relevant to the customer and with sufficient intensity to mobilize. And how we do it? We do this by designing proper lighting, through development and utilization of space in three dimensions, Textures, colors, the materials, optimizing routes, for both customers and staff, providing comfort and decorative elements suitable, etc.

With the "E": Customer experience

The Customer experience today is the key to differentiation but actually be understood, not as something to be implanted in space, but as a philosophy that must feel and experience the entire team involved in the restaurant. From which it is responsible for cleaning, through the chef, of course the waiters, cooks and interior design.

In this part of the world, and luckily for most, the basic need to feed our body is covered. Let's not fool ourselves, no one goes to a restaurant to eat, you will live an experience. Let this be the kind that is adapted to the preferences, pleasures, needs and capacities. Restaurants but we will not eat, we feel.

We want our guests live experiences, but not of any kind, if not that as we, as entrepreneurs, we are interested. As interior designers must plan and implement space that desired experience.

Again, the best weapon we have is the interior design and more specifically the INsensory teriorismo. We appeal, especially at this point, to the 5 Customer senses.

Check this out, This is one of the 2 studies mentioned at the beginning, demonstrates the importance of designing restaurants with conclusions like the following: "In only 60 minutes, the client is set to more than 7.000 points Restaurant " O "a 92% customers expect to stay in bathrooms rest level restaurant ". You can not leave anything to chance, Everything must be thought through and be part of a plan.

With "D": Differentiation and Identity of the chef and his kitchen

More than a "D" we should have used a "I" But we would load the acrónimo-, because if there is something really differential and definitely marks the success of a business, is the identity. And from an identity, which always it has differential aspects as there is no one equal to another, we can establish a competitive edge able to place our restaurant on the map of success and make it stand out from the competition.

The first step is therefore to design know perfectly the chef in front of the restaurant and / or the type of cuisine which will be implemented.

It is difficult to generalize and establish appropriate tools for each design restaurant here, precisely because each restaurant has to be unique. I do not believe in trends, much less in fashion, I believe in the hyper-personalization. And for that we must know that feeds, what will give food and who want to eat at our table.

StreetXo, for example, It offers street food fusion in a casual space that reflects the cultural mix with a conceptual protagonist arrangement that brings diners to the kitchen. But this has a reason, gastronomy and live in Asia, that is the great source of inspiration dabi Muñoz. However we could differentiate ourselves even offering a similar culinary proposal in a space less casual and more welcoming if the model, the kitchen and chef identitarias take him in his bowels.

With the "I" Interaction Multidisciplinar

This is difficult to explain and perhaps a little out of the ordinary. I'm interior designer but I am passionate about cooking, I love the restaurant and my design restaurants, Besides my work, It is a true enjoyment.

When waiting for an answer with the name of an architect I ask me for my professional references, I usually respond with confidence: Ferran Adrià.

Infinitely I appreciate those who leave the fold and invent something, whatever. They are drawn out of the hat something then all use and becomes part of the list of basic.

Adria, among other things million, It was the first to design a full plate as we understand it today: main garrison more product in the same dish. Something today, we assume all. Something like the wheel of gastronomy.

Being able to reset the mind and approach each project as a tabula rasa, uninfluenced, without support, without copypaste, be able to create something genuine, It is at the height of very few. And I think one of the aspects that influence this approach is precisely drinking from external sources, other sectors.

It's okay to analyze other restaurant designs, architects and interior look at reference, study various design styles… but it is so important, or more, observe other disciplines not as close. In this case it is obvious that, to design a restaurant, we analyze the catering sector, but perhaps we can get good ideas from engineering works, art, automotive, business management, marketing, etc.

With the 'C' comfortability and functionality

This is essential in designing restaurants. The great angel León, he chef sea, He said in one of his talks, with its friendly Andalusian accent, what "at the end, the customer what he wants is to wet bread ".

We must avoid that trees prevent us from seeing the forest. And it is that sometimes goes crazy with interiorista strident solutions and forget the basics. The restaurant is a business, and must be functional and comfortable, for both the diner and for own personal. It is the easiest way to contribute positively to the business.

For a comfortable design we will consider lighting, acoustics, air conditioning, the furniture… Facing the functionality we have short and comfortable journeys for staff, "Dirty" noble areas and areas, "Hot" areas, focus, on the way…

In this point, Besides, I would reflect the importance of design with a small and surprising study we did a few weeks ago in a real restaurant whose name I prefer not to remember.

I insist, This is a real case: isolating only a "small error" could find that a (times) design bar is causing miss this restaurant 56.000 euros per year. This is real and shows that Good design is not expensive, Yes bad.

With the "O" Leisure

We did an experiment: asked 7 related online as Fernando Gallardo O Jacinto Llorca how will the Interior and businesses of the future. It is enriching read and compare your answers, It's like time travel. But if there is something that everyone agrees it is as follows: "If you want to sell, you have to know how to entertain ".

One of the attributes with which businesses with physical headquarters can still outdo their online counterparts is certainly gamification experience. We all appreciate the fun, out of our routines, to play, enjoy our leisure time. As I said before not only going to a restaurant to eat.

They are proliferating lately with some success, at least media, the strident proposals with a playful and conceptual background, as InGalera, a restaurant in jail Bollate, on the outskirts of Milan, run by inmates.

also arise clandestine models playing exclusivity by way of aspirational appeal, a path, despite looking like new, and it was explored by Walt Disney does 50 years with the Club 33. It is said that the waiting list is 14 years, registration has a cost of 25.000$ and the annual fee exceeds 10.000$. Tom Hanks Y Elton John They are among its illustrious partners.

Are highly topical interactions with other sectors, in the light of the recent news stating that H&M, the Swedish multinational fashion, Barcelona will open its largest store Spanish. And this will feature a restaurant inside. Another known example is Complications, a cocktail bar at the Madrid headquarters of the watch brand Frank Muller; a vice versa, a watch shop in a cocktail bar.

Not forget that the best-selling product of another Swedish giant, IKEA, It is not a piece of furniture, but his famous hotdog. And the restoration is a good seasoning for many other sectors.

Of course, there are more factors to consider. They are not here all who are, but all who they are. You are more likely to do well if not obvious none and invest in hiring a good professional. You will save money doing it. Good design is an investment, never an expense.

If you hire a interior to design your restaurant is likely to consider these aspects and many more. In any case he "Medical method" will serve as guide and safeguard future success.

Remember: Good design is not expensive, Yes bad.

About the Author

Interior designer and entrepreneur, He understands the interior as part of corporate marketing, a tool to strategically position a brand. Author of the book "Five years of Hinteriorismo", a transparent and irreverent study based on its experience over the last 5 years in front of his studio.



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