Join the INNOVATION CLUB RESTAURANT biggest in the world

The 3 more repeated errors in restaurant design

2

He restaurant design It is one of the most complex disciplines I know in the interior design business. We recently published a guide 10 Keys to Designing a restaurant that Works, and after an initial brainstorm we find more than 50 key. It is easy to imagine the difficult task of being alone with 10 more important.

Both said guide and everyday of our work we emphasize a way of understanding the rather particular interior design. If you allow me the expression, understand the interior as a armed wing of marketing. I explain.

We develop our work within a discipline that we called strategic Interior®, something like a merger between Marketing and Interior part of the value proposition of business, in this case a restaurant, and then translate it into architectural language and communicate it to the end customer.

That is to say, for us the restaurant design is nothing more than a tool, a communication channel through which we transmit the strategic message that most interests the employer, thus achieving by customers, loyal and satisfied.

He strategic Interior® in practice

The theory is clear, but if you're an entrepreneur hotelier sure you're wondering how this translates into reality a restaurant. I will not fool you. It is not easy. But if you follow to the letter the 10 keys have the aforementioned guide high probability of success.

However today I want to talk to other key, and we will format error. Design errors restaurants. I specifically talk about the 3 I find more errors in restaurants I visit as those analyzed in the study.

Every professional falls (we also) tempted to list what is essential to one within your work. A) Yes, we have our guide 10 keys restaurant design and others will have their own guide or, in any case, its own method. However rarely talk about the mistakes most committed and often derail projects and dreams that end in failure. And frequently without knowing the reason.

As interior designer Incitus, an initiative that brings together various professionals working towards the revitalization of the hospitality industry, we have received and analyzed over 100 hospitality projects in the past three years. We learn a lot from all professionals who collaborate with the initiative and we find in day to day are many aspects that influence the success of a business model hotelier.

When you take all this experience into the street and look at running restaurants you realize that there are patterns that are repeated constantly. But eye, patterns of both success and failure. Today we are left with the latter, because ultimately they are the ones who all want to avoid.

The 3 you should not commit mistakes in designing a restaurant

No te equivoques. When we talk about design we talked about everything, because everything is design. From the arrangement of tables in room until the material itself from which they are made. Local lighting or the travel made a waiter to serve the customer. Restaurant Facade, the situation of cañero, dirty area or the chosen chairs. Everything is design. The only choice you have to do is if you decant for good design or you stay with the bad. In the middle there is nothing.

And as you'll see below all design is directly related to the cash register. In fact, we usually keep it the good is not expensive. Yes bad. At the end of this text you can even verify this with real numbers.

B.E.C. It is an acronym with which we represent the 3 mistakes that we note in restaurant design: Beauty; Strategy and comfort.

The 3 mistakes that we note in restaurant design

1) Beauty Aesthetics

This is certainly the error committed more and perhaps one of the greatest difficulty generated when being detected by the employer. It has nothing to do with the lack of beauty or aesthetic quality, After the these are entirely relative. It has to do with the excessive pursuit or preponderance of this aesthetic appearance.

Continually we look at how fashions are followed and / or trends, as success stories imitate or how architectural and building styles are mixed without motive or apparent link. If some time was wood and taverns, Then came the retro and eclecticism, and now, and luckily languishing, it is the turn to industrial. But not only this, customers come to us to study no longer asking the representation of a business but the implementation of an aesthetic model to your liking.

This is a fundamental error. Aesthetics should not be a decision engine, but a response to an initial issue towards a business goals. That is to say. The design must not be an end, but a tool to achieve strategic objectives.

THE SOLUTION: If you want to avoid this error, Plantées never a professional concrete aesthetic design for your restaurant. Tell your ideal client who or how you intend to implement the kitchen. He will tell / propose what the proper aesthetics and how they arranged all the elements to your ideal client has no doubt and choose your restaurant recurrently competition.

2) Strategy

As I mentioned, in the study developed Interior EStratégico® Restaurants. The strategy is part of our work for one simple reason, because if it should be the leitmotif of all restaurant business from the prism, As there would also be ours if we are a mere transmitters of the business model.

Nevertheless the strategy is absent in most of the restaurants we visited. How to explain it in a restaurant with an average ticket 25 € may feel uncomfortable chairs. Or the opposite, what explanation is there for an average ticket restaurant 15 €, you should have a high turnover, padded seats available around spacious and intimate tables. Allows to respond: because no one has thought about the restaurant business strategy but blissful aesthetics.

All, and when I say everything I mean everything, should revolve around business strategy. As interior designers must know both the business model and to whom it may concern. Only in this way the decision-making process is clear and meets the objectives as a company restaurant.

For example, at restaurant design KohLanta the goal to achieve was to capture the identity of Asian food stalls and get a high turnover with a minimum of diners. All decisions made responding to this requirement. Among other, select materials and finishes nature present in Asian, like bamboo, and then we illuminated by lanterns multiplied on a black reflective roof shine. as we see, the resulting aesthetic appears in response to the strategy. Not vice versa.

THE SOLUTION: as an entrepreneur, you must transfer the interiorista all information regarding the model you intend to implement Restaurant. You must talk about key details as the number of diners, average ticket, the competitive edge of your gastronomic, The Cuisine, the feelings you want to have on your local, how you want people to feel, What is and how does your competition, etc. It will be committed Interior translate this matter to the architectural language and print it in the restaurant consistently.

By the way, pays special attention to the latter concept: coherence. This article without an error could fit more, perhaps it would be this. Coherence between what one wants to be and what really (from)It shows that it is.

3) comfortableness

Comfortability has to do with comfort. But in the world of interior design it means much more. We could say that, in line with the Customer experience, he approaches the situation where comfort 5 a person's senses are stimulated conveniently located from the business point of view. Not in vain talk about Interior EStratégico®.

But in this article we do not talk about successes, but errors, so we try the wrong part of comfortability from the strategic point of view. That is to say, Are the seats of a restaurant should be comfortable or not? It depends on the type of restaurant. Is the lighting of a restaurant should be general, accent, clara, outfit…? Again, It depends on the type of restaurant. I mean by this that the comfortability, as aesthetics and like everything else, It should also come as a response to the strategy.

However there are aspects of comfort that can not be understood as in any good design. And to explain it better I will use a real case as an example, the case of restaurant loses 56.000 euros a year by a design error, precisely, of comfort.

You can read about the full study we conducted to reach this conclusion by following the link above, but, In summary, This mistake was made by thinking only of aesthetic regardless of the Strategy and comfortability.

Basically they have (Do you design?) a pair of bars with an intermediate room vertical metal profile which prevents optimization of the occupation at peak. This, calculations of lost tickets generates a whopping 56.000 euros per year. Probably just correcting this error could pay the salary of 2 O 3 employees or hire local. Every year!

illumination, Textures, finished, materials, tones, atrezo, seating, tours, acoustics, air conditioning, air quality, furniture, odor, privacy, etc. All, absolutely everything, influences the comfortableness. And nothing should escape the control of the Interior.

And all, absolutely everything, It is designed. And so that nothing escapes the business, It must be specifically strategic design.

THE SOLUTION: It poses any decision in terms of transformation and results. That is to say,This chair is comfortable, but what interests me so be it? Is it looking for my ideal client? I want my client to feel and live my restaurant, Should I therefore propose an open kitchen? In this case, Should I show the whole kitchen? How will this affect the olfactory and acoustic comfort? Can I solve this with some other opening?

Think of the comfort from the point of view of the complete sensory experience and customer. How would you like it to feel? The design should always provide the answers. But the restaurant has a high probability of success, both answers and questions should be adequate.

The 3 more repeated errors in restaurant design
5 (100%) 4 votes

About the Author

Iván Quoted

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.

Subscribe

2 Comments

Leave a comment