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Marketing By Design

Certain aspects of a restaurant's strategic marketing plan must be analyzed on an ongoing basis while other aspects need only be addressed in the initial design stage and then reviewed periodically. Aspects that should be reviewed in the initial stages include operational layout and general physical attributes (discussed in last month's column), operational flow and design.

CURB APPEAL

The restaurant's curb appeal can serve as an important marketing tool. If passersby are intrigued by the exterior they may make a mental note to try the restaurant at some point, or they may decide to take the time to peer inside and read the menu posted outside. Even better, they may decide to come in for a meal. Remembering, marketing begins right at your door.

The external design is also important to first-time customers who have made a reservation and are, thus, committed to a certain extent to dine at the restaurant. The customers' dining experience starts the moment they make the decision to go to a particular restaurant. A successful advertising campaign may cause them to make a reservation and a professionally answered telephone will create certain expectations as to the level of service they will receive. This expectation is further refined based on their impression of the restaurant's exterior when they arrive.

It follows then that an important function of a restaurant's external design is to ensure that the restaurant is pleasing to the eye, attractive, visible and appealing to prospective customers.

The eye appeal and visibility of a restaurant is a function of various factors. Signs should be attractive and illuminated for easy recognition and high visibility. The area in front of the restaurant should be clear of obstacles such as dirt, trash and snow in winter. The building itself should be clean, which customers perceive to be a reflection of what one would find inside.

It is also effective to have a large front window at street level which would entice pedestrians to look inside and get a sense for the type of restaurant and its atmosphere. While not all exteriors have to be bright, all should be clean and attractive. Above all, the exterior should clearly reflect the atmosphere within the restaurant's four walls.

MOOD

Once customers walk into the restaurant they should have an immediate sense of the mood and theme, if any, of the restaurant. The mood is set by a variety of factors reflecting the customer base the restaurant is trying to attract. Some of these factors include the size of the dining room, type of floor material and upholstery, colours and lighting.

One of the vital characteristics which will impact on the restaurant's atmosphere is the size of the dining room(s). Multiple small rooms are generally more intimate than a single large dining room. Dining rooms with low ceilings are generally more cozy than those which have high ceilings.

Surface texture also heavily impact on the atmosphere of the dining room and restaurant as a whole. Hard surface floors, such as hardwood, terrazzo or tile, reflect sound and noise. They are more often found in noisy restaurants while soft-surfaced floors, such as carpeted, create a softer sounding atmosphere and generally provide a warmer feeling. Chairs which are covered in fabric or leather exude a richer, elegant and softer atmosphere than those made of steel or plastic.

Tablecloth restaurants are generally more formal and less noisy than restaurants which serve food on a table top or on simple sheets of paper.

Colours also play a big role in projecting a certain atmosphere. Soft colours such as beige, grey, and all pastel colours provide a feeling of warmth and coziness. Bold colours such as bright red, orange and green are loud and present more of an "alive" and "constant motion" feeling.

Obviously, the lighting in a restaurant also affects the mood. Bright lighting can serve to highlight the table settings, food or certain aspects of the decor (art on the wall) and, thus, emphasizes other aspects of the dining experience. Soft lighting creates a warmer and more comfortable atmosphere and can be complemented with other sources of light such as candles.

FOCAL POINTS

Focal points are key entertainment areas within a restaurant and can be valuable marketing tools. A focal point can range from a large picture window which has a great view where people congregate to a cozy fireplace where customers can warm their toes. Other examples of focal points are a show piece bar, a brewery in a brew-pub, an open wine cellar, or an open kitchen.

Focal points are a key ingredient in the marketing of a restaurant as they create excitement and activity within the confines of the restaurant and contribute to the customers' dining experience.

While restaurant decor cannot compensate for poor service or a lame menu, it is definitely a vital aspect of the customers' dining experience. It is important that the restaurateur clearly identify the dining experience he or she wants wishes to provide his/her customers and then determine the decor that will best complement this experience.

Reprinted from Canadian Hotel & Restaurant Magazine, February 1992.

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