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Visual Merchandising applied to restaurants

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When we refer to the term Visual Merchandising, the first thing that comes to mind is to relate the fashion industry. It is true that multinational in the textile sector have been commissioned to bring the highest this technique because of its importance. However, we must be clear that any place where a product and / or service sold visual merchandising be applied including digital point of sale, without forgetting that online success is always a result of successful offline.

Large companies have been pioneered the use of visual merchandising thanks to resources that have allowed them to invest in knowledge, design, training and deployment. For some years midsize companies also have been aware of its importance thanks to the vivid reflection of the success of its "big players". Instead, there are still many small businesses that lack of resources or simple ignorance can not see the art par excellence applied in their areas.

If we talk about visual merchandising in a restaurant, you will all agree with me that is not very common this relationship. Of course the different tools that gives us apply the technique; that is to say, the red and yellow colors are highly visible in the restaurantes McDonalds It is nothing casual as you know.

If we talk about visual merchandising in a restaurant, you will all agree with me that is not very common this relationship. Of course the different tools that gives us apply the technique; that is to say, the red and yellow colors are highly visible in restaurants McDonald's is nothing casual as you know.

And as in other sectors, we also see many restaurants also because of ignorance or lack of resources, no design and implement the optimal visual merchandising as necessary and useful in the times.

The importance of visual merchandising

In any case, It is vital to be aware of its value, be knowledgeable in the art and all aspects to consider knowing that it can be adapted to each circumstance in particular greater or lesser extent. And that, Besides being essential and necessary for the company, It is above all essential for achieving the much desired customer satisfaction.

First is vital know what is actually sold and I explain. There are many restaurants and they sell food, but selling food and drink is secondary. That is to say, Do you sell quality?, passion? fun? trust?, etc. We appeal to the emotional side.

Basic and logical seems to be knowledgeable of this issue as each and every one of the actions we do are in line with this data, but I can assure you that many companies have no answer to this question.

First it is vital to know what really sells and what I mean. There are many restaurants and they sell food, but selling food and drink is secondary. That is to say, Do you sell quality?, passion? fun? trust?, etc. We appeal to the emotional side.

Defined our audience and having clear what our position will design the optimal visual merchandising. From here it will be possible strengthen the brand image, create the best shopping experiences, be consistent with the mark and consequently, consolidate the brand.

Aspects to consider

It's essential assess how it must be distribution, illumination, presentation of the product, service, Attention, decor, colors, music, etc. and that will function, as argued above, what really sold. And all this, Besides, creating an empirical space, full of experiences for the customer and therefore reaching satisfaction.

Oddly enough especially when it comes to some very specific aspects, hard to believe in such great value that may have. Is the case for example of music as we see below in a study of neuromarketing recently made.

And is that when we talk about taste perception, It is not just something we create only the information that comes through our tastebuds, but it is something that our brain constructs from multiple sources.

And is that when we talk about taste perception, It is not just something we create only the information that comes through our tastebuds, but it is something that our brain constructs from multiple sources.

Before eating a food, we are anticipating the taste that you will have from other similar foods know how. Because, in haute cuisine seeks to surprise the diner playing with appearance, aromas and textures. However, It can influence taste perception altering the environment in which it is present? The answer is yes. There is an element which influences more than another, but if there is a clear influence as is the noise.

A higher ambient noise for the same dish flavor perception is usually more negative, Thanks to this study it was observed that, at a tasting held in the same dish deprived of the sense of sight and equipped with headphones, It was perceived as the same constant sound made emotional arousal that caused an intense flavor and known was lower in the groups in which the sound had been issued by headphones at a higher volume.

Definitely give value to things like this and many others to be consistent with the brand is vital for these areas achieve their consolidation in the market today.

Visual Merchandising applied to restaurants
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About the Author

Carol Huici

I have worked in the Inditex group during 10 visual merchandiser years both in Spain and England. I am currently freelance (founder Technique) in strategic marketing. Market studies, action plans, etc. and of course how to monetize the service point of sale, visual merchandising (which it is nothing else I resumiento, Marketing POS). Degree in Tourism by the Universdidad of Deusto in San Sebastián.

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