June 16, 2022
Five Tips on How to Create a Memorable Brand Interior
When it comes to dining out, a good review is not just about the food. A restaurant’s brand history and interior play an important role in the overall experience. Knowing how to create a memorable branded interior that complements menu offerings and vice versa is no easy task. As a restaurant consultants, we regularly help brands to realign or reposition themselves. We are all attracted to brands that we can identify with.
According to studies, the environment of a restaurant has a significant impact on customer happiness. The “quality of the physical space, food, and service were key predictors of restaurant image,” according to the International Journal of Contemporary Hospitality Management.
The physical atmosphere and food quality were also significant indicators of customer perceived value.”
We have compiled a list of five recommendations on how to immerse your guests in your unique brand story and start building a destination venue where they will want to return!
1. ACOUSTIC
This is an aspect to which many restaurants pay insufficient attention. Yes, a restaurant’s aesthetic appeal is critical, but your eatery should also pay attention to the ear. This can be surprisingly problematic in large spaces, with some restaurants creating spaces with a very tinny sound and others not allowing for sound to travel at all, causing a restaurant with only a third of its covers filled to sound as if it is full to the brim, and we don’t mean that in a good way!
2. FURNITURE, FIXTURES, & FITTINGS
Some people believe that the quality of a restaurant’s interior, and the importance of this factor, only applies to high-end restaurants, but it affects every restaurant you can think of. No one likes to eat in a place that isn’t well-designed, and with even tiny, local eateries adopting this technique, it’s crucial to make sure it’s part of your strategy as well.
The amount of thought and planning that goes into the furniture, fixtures, and fittings that make up a restaurant’s interior may surprise you. When it comes to reflecting the brand’s story, values, and ethos, as well as the dwell time of guests, restaurant furniture is crucial. For instance, consider the words “cozy” and “comfortable.” When compared to the seating of a coffee shop chain, cozy, lounge seating will encourage longer dwell time and a more relaxed atmosphere.
If the restaurant is pricey and intimate, then everything about it must reflect that attitude. If the restaurant is more laid-back, the menu should be intentionally more “homey,” and the seating should be more relaxed and laid-back.
3. LIGHTING
When it comes to expressing the mood of your restaurant, lighting is crucial. Your guests will get a sense of the type of restaurant you have from the moment they walk in. For romantic dinners and cocktails, perhaps you have a dimly lit space with intimate pockets or more natural lighting for a more organic feel. The type of lighting you choose is also important; you can go for highly decorative and bespoke lighting, reclaimed lighting, or even a hidden LED appearance. Whatever you go for, it should complement your overall look and feel.
4. DETAILING
It’s all about the little things! Remember that your restaurant is a brand, and it’s the small details that make a lasting impression on your customers. This can be done through menu design, cutlery style, staff attire, music played, how your employees interact with the guests, or the artwork you choose. These effectively serve as a form of reinforcement of the attitude and character of your restaurant. Many bars and restaurants are attempting to capitalize on the concept of “Instagrammable” moments, which is a fantastic way to get your name out there and have photographs of your venue shared! However, in order to stay consistent with your brand, this must be carefully studied.
5. DON’T FORGET THE EXTERIOR
Over the last two years, the exterior of your restaurant has become increasingly significant as guests interact with it more. COVID requirements have proven to be significantly easier to comply with for restaurants and bars with much larger outdoor spaces than those with little or no outdoor seating. Eating outside is becoming increasingly popular, and you’ll need to plan properly depending on your restaurant’s location (in terms of weather and conditions).
The outdoor area gives you more breathing room, both literally and figuratively, especially if the infection continues to wreak havoc on the firm. As interior designers, we can assist you in making the most of this area while staying within your budget.
