2. Designing a Restaurant Atmosphere Oğuz Benice Bilkent University School of Tourism & Hotel Management

3. Importance of a Good Atmosphere DESIGNING A RESTAURANT ATMOSPHERE People are attracted to a restaurant by more than just good food. It is a place to see and be seen, not just a place to eat. Equally important is the way people feel while in the restaurant.

4. Importance of a Good Atmosphere DESIGNING A RESTAURANT ATMOSPHERE Atmosphere is made up of everything that makes an impression on people. The building design, decor, interior color scheme, texture of the walls, service, and the food create the atmosphere.

5. Importance of a Good Atmosphere DESIGNING A RESTAURANT ATMOSPHERE People want a dining experience, an escape from problems and everyday routine. The atmosphere should project a feeling of friendliness and comfort, be attractive and interestingly different.. The atmosphere is remembered long after the meal is finished.

6. Sight DESIGNING A RESTAURANT ATMOSPHERE The perception of sight is a question of acceptability to the eye. Sight perception involves color, lighting, harmony, contrast, order, and space. A waitress with a dirty uniform and grease smears on the menu are sights unacceptable to the customer's eye.

7. Smell DESIGNING A RESTAURANT ATMOSPHERE Smell involves both pleasant and unpleasant odors. Smells can positively contribute to the atmosphere. The aroma of fresh brewed coffee, oven-baked bread, fresh cut flowers, and a pine scented breeze can heighten the appetite. Negative smells involve kitchen odors, body odor, garbage

8. Hearing DESIGNING A RESTAURANT ATMOSPHERE The noise level of conversations, serving staff, kitchen sounds, and music affect the atmosphere. The level of noise acceptable to the ears is a function of age. The older the age group, the less the intensity of noise which is acceptable.

9. Temperature DESIGNING A RESTAURANT ATMOSPHERE A comfortably warm room and hot food portrays a feeling of high quality, elegance and a slow leisurely meal. Fast-food restaurants needing high turnover to earn a profit usually keep the dining room temperatures cooler in the winter to encourage people to eat faster.

10. Tempo DESIGNING A RESTAURANT ATMOSPHERE Atmosphere is affected by the tempo of service, length of time to produce the meal, and the time given to eat the meal. The tempo of the dining experience should correspond to the image of the restaurant. Normally, the tempo in a luxury restaurant is more leisurely than the tempo in a fast-food restaurant.

11. Landscaping DESIGNING A RESTAURANT ATMOSPHERE Landscaping helps provide the setting and atmosphere for the total dining experience. A well maintained and landscaped exterior attracts customers.

12. Exterior Design DESIGNING A RESTAURANT ATMOSPHERE The function of the exterior design is to attract customers and invite them in to eat. The exterior design should reflect the character of the locality, but be different enough to attract attention.

13. Exterior Design DESIGNING A RESTAURANT ATMOSPHERE People are naturally suspicious and hesitant upon entering a new restaurant. They are looking for some indication, either positive or negative, as to the quality of the restaurant before they enter.

14. Exterior Design DESIGNING A RESTAURANT ATMOSPHERE Signs, parking area, landscaping, design and color of the building, windows, curtains, view of the inside, lighting, flowers or plants, and type of door will all be closely scrutinized.

15. Exterior Design DESIGNING A RESTAURANT ATMOSPHERE Fine Dining Exterior: May suggest exclusiveness with a traditional façade and a modest sign. The emphasis is on elegance and good taste. Windows should be usually draped to provide privacy. The main feature of awareness is an impressive entrance and a sophisticated menu display and may be, staff in attendance.

16. Exterior Design DESIGNING A RESTAURANT ATMOSPHERE Café Exterior: Large windows to show the style.

17. Exterior Design DESIGNING A RESTAURANT ATMOSPHERE Restaurants catering to children and young families often use bright colors on the exterior to attract attention. Bright colors reflect a happy, friendly, comfortable feeling, and indicate that families are welcome.

18. Exterior Design DESIGNING A RESTAURANT ATMOSPHERE Quick Service (fast food) Exterior: Entrance should be large and open, as well as the windows to create a visual link between the exterior and the counter. (because chain restaurants rely on brand identification).

19. Signs DESIGNING A RESTAURANT ATMOSPHERE A good sign should indicate at least four things. First, it should indicate "this is a restaurant“.

20. Signs DESIGNING A RESTAURANT ATMOSPHERE Second, a good sign should indicate the type of food and service that is being offered.

21. Signs DESIGNING A RESTAURANT ATMOSPHERE A third piece of needed information is the price range. The sign should not necessarily specify an exact Turkish Liras or dollar price range, but by means of its style, color, size, and shape, it should indicate an approximate price range. The use of the words "cafe," “kebap," "restaurant" each project a different image and price range.

22. Signs DESIGNING A RESTAURANT ATMOSPHERE Families often eat together. The fourth item a sign should indicate is the type of customer the restaurant caters to. Families need to know if children are welcome.

23. Signs DESIGNING A RESTAURANT ATMOSPHERE The sign should be chosen carefully. The style, design, and color of the sign should follow the same theme as the interior and exterior of the restaurant. Signs should be simple with a minimal amount of wording. The letters should be large enough to be read from at least 50 m. The most effective signs are simple and brief.

24. Signs DESIGNING A RESTAURANT ATMOSPHERE In locations where many signs are competing for viewer attention, the design becomes even more important. Signs should be eye catching, and unique.

25. Signs DESIGNING A RESTAURANT ATMOSPHERE If there are eight rectangular signs in a 200 m. stretch of road, the chances are small that any one of them will be read. But one oval sign among seven rectangular ones will draw attention to the oval sign. Attention can be drawn to a sign by varying the size, shape, color, construction material, height, lighting, or style of printing.

26. Exterior Lighting DESIGNING A RESTAURANT ATMOSPHERE Proper outside lighting can add texture, charm, and beauty to a building and landscape, can make the restaurant more eye-catching and can invite customers in.

27. Exterior Lighting DESIGNING A RESTAURANT ATMOSPHERE The intensity and style of light fixtures must also harmonize with the desired atmosphere. Its placement needs careful consideration.

28. Exterior Lighting DESIGNING A RESTAURANT ATMOSPHERE Signs, architectural highlights, entrance ways, and parking areas need to be especially well lighted. At night lighting should provide safety by illuminating steps, sidewalks, and other hazards. It should also provide a sense of security.

29. Entrance Way DESIGNING A RESTAURANT ATMOSPHERE The entrance to the restaurant should be unmistakably visible to even the casual passerby. There should be absolutely no doubt as to where the entrance door is located.

30. Entrance Way DESIGNING A RESTAURANT ATMOSPHERE The entrance area is the customer's first and last view of the interior. People will naturally be critical on entering the restaurant for the first time. They will notice the type of decor, the windows, walls, floor covering, lights, pictures, and the inside view.

31. Entrance Way DESIGNING A RESTAURANT ATMOSPHERE When the dining room is full, the entrance area serves as a waiting area, so carefully plan and maintain the entrance area.

32. Lighting DESIGNING A RESTAURANT ATMOSPHERE The use of natural light during the day is always preferable: This saves money, has psychological benefits and allows color discernment.

33. Lighting DESIGNING A RESTAURANT ATMOSPHERE The use of natural light during the day is always preferable: This saves money, has psychological benefits and allows color discernment. Artificial lighting is usually the least planned element of the atmosphere A restaurant needs varying levels of light intensity. A restaurant needs varying levels of light intensity.

34. Lighting DESIGNING A RESTAURANT ATMOSPHERE Bright lights are needed by the staff for cleaning the dining area. The breakfast trade desires a moderately high level of lighting to keep them awake and allow for the reading of the morning newspaper.

35. Lighting DESIGNING A RESTAURANT ATMOSPHERE A high level of lighting and a moderate level of lighting at noon stimulates a fast turnover of customers. A low intensity of light creates a leisurely, intimate atmosphere conducive to evening dining. To create these atmospheres, use a rheostat to control the lighting.

36. Lighting DESIGNING A RESTAURANT ATMOSPHERE Young people are attracted by low levels of lighting. As people grow older, their eyesight generally deteriorates and brighter lighting is required.

37. Lighting DESIGNING A RESTAURANT ATMOSPHERE Low levels of lighting are generally associated with higher prices and high quality service. Candlelight develops an excellent mood and intense atmosphere. The red flame enhances and flatters people's appearances, and makes most foods appear more appetizing.

38. Lighting DESIGNING A RESTAURANT ATMOSPHERE Lighting can create the “mood of a space”. Direct lighting (halogen bulbs) is effective for food display areas such as salad bars and sea food Indirect lighting (reflection to wall or ceiling) creates small shadow patterns that feel friendly.

39. Lighting DESIGNING A RESTAURANT ATMOSPHERE When people look good and feel attractive, they tend to return for repeat visit. Effective lighting most crucial element is balance. If a room is too bright, too soft, too deeply shadowed, or too homogeneously lit, it won’t feel comfortable.

40. Colors DESIGNING A RESTAURANT ATMOSPHERE Dining room color combinations can make people hungry, depressed, happy, agitated, eat fast, or eat leisurely. Changing the color scheme of a dining room can noticeably increase (or decrease) business. Color can be used to change the shape and add interest to the rooms.

41. Colors DESIGNING A RESTAURANT ATMOSPHERE Green & Blue: Cool colors. Calms and relaxes excited people. Makes time seem to pass quickly. Tends to encourage conversation, most suitable for small areas, hot climate and daytime use. Sometimes negative affects on food display. Sometimes negative affects on food display.

42. Colors DESIGNING A RESTAURANT ATMOSPHERE Red: Suggests passion, excites, stimulates, can be used for food display, enhances the skin. Should be used in small areas because makes the room smaller. Red & Black is a classical combination. Enhances the appetite. Makes time seem to pass more slowly.

43. Colors DESIGNING A RESTAURANT ATMOSPHERE Yellow: Cheerful. Feeling of warmth. Boosts morale. Suggests sunlight, particularly appropriated for breakfast areas.

44. Colors DESIGNING A RESTAURANT ATMOSPHERE White: White walls in fine dining areas are psychologically negative and uninviting, but colored walls stimulate food sales. White is very effective when harmonized with other colors. White walls encourages turnover in fast food units.

45. Colors DESIGNING A RESTAURANT ATMOSPHERE Violet & Purple: Tends to lend elegance and sophistication. Royal. Orange: Friendly, Brown: Relaxing, Gray: Depressing A single solid color in a room is monotonous and boring. Use a mixture of warm and cool colors. Two opposite colors on the color wheel, such as green and red or yellow and violet results in a very pleasing combination.

46. Tables & Chairs DESIGNING A RESTAURANT ATMOSPHERE Since they are the first things noticed by the customer upon entering the front door, tables & chairs must reflect the desired theme and atmosphere. The customer also expects comfort, quality, and beauty in furnishings. At the same time, the restaurant owner wants furnishings that are durable, reflective of the restaurant's character and theme, low cost, and space saving.

47. Tables & Chairs DESIGNING A RESTAURANT ATMOSPHERE The type of seating and the layout of the tables and chairs are just as important in creating the proper atmosphere as the softness of the seats. Proper positioning of tables can mean more efficient use of dining room space. By positioning the tables in diagonal rather than square formation, more seating per square foot can be obtained.

48. Tables & Chairs DESIGNING A RESTAURANT ATMOSPHERE Round Tables are very popular for fine dining room because it allows guests to converse with all other guests seated at the table without difficulty. Square & Rectangular tables can accommodate groups, when the tables are pushed together. Fixed banquette seating gives a sense of privacy.

49. Size & Shape of Dining Rooms DESIGNING A RESTAURANT ATMOSPHERE Type of Restaurant Seating (m²) Servery or Bar (m²) Food production & storage (m²) Cloakroom Toilets, etc (m²) High standard, Traditional Restaurant (80 seats) 2,01,20,90,3 Café, Tea-Room Mid-Market (100 seats) 1,60,20,60,2 Cafeteria, Counter, Self Service (140 seats) 1,40,4 0,15 Popular family Restaurants (100 seats) 1,20,40,2 Fast-Food unit (50 seats) 0,80,60,80,3

50. Tables & Chairs DESIGNING A RESTAURANT ATMOSPHERE Type of seating used depends upon your needs and space optimization: Type of Dining Room Tables for 2 Tables for 4 or more Schools Cafeteria30 %70 % Business Restaurant 60 %40 % Family Restaurant 25 %75 % Hotel Restaurant60 %40 % Cafe, Tearoom80 %20 %

51. Table Settings DESIGNING A RESTAURANT ATMOSPHERE The silverware, dishes, glasses, napkins, tablecloths, and salt and pepper shakers must enhance the dining room atmosphere and show the overall quality of the operation. (Napkins Linen can still give the feel of fine dining without the extra expense of table cloth). An old fashioned silverware pattern would destroy the atmosphere created by modern decor. The silverware should feel and look right when held in the hand. Remember, while sitting at the table the customer comes into the closest contact with the feel of the atmosphere. Remember, while sitting at the table the customer comes into the closest contact with the feel of the atmosphere.

52. Curtains and Window Shades DESIGNING A RESTAURANT ATMOSPHERE Curtains and window shades are both functional and decorative. They offer a sense of privacy and protection from the sun. Available in many textures, patterns, and colors, window treatments combine to give a feeling of warmth and coziness. Fit large windows with insulating curtains to conserve heat in the winter and lower the cost of air conditioning in summer. They should complement the architectural style and theme of the restaurant and can relieve the monotony of the shape of the room. The color, style, and material of curtains must enhance the atmosphere, but not draw undue attention.

53. Plants and Flowers DESIGNING A RESTAURANT ATMOSPHERE Flowers and plants used as decoration in restaurants can add color and variation. Fresh-cut flower arrangements used to be commonly placed on tables as decoration. They are seldom used now, but can bring a personal touch of freshness if the flowers are simply arranged and regularly replaced before wilting. Large potted plants are becoming increasingly popular both as decoration and as a screen to divide a room into smaller, intimate areas. They also absorb sound to quiet a noisy room. By careful selection and arrangement, flowers can blend into the decor and add to the total feeling of the room without becoming the center of interest. The most tasteful arrangements use only two or three bold colors and either blend or contrast them with the color scheme of the room.

54. Walls DESIGNING A RESTAURANT ATMOSPHERE Wall accessories (pictures, prints, photographs, sculpture, mirrors, clocks, antiques) and other accessories can contribute and enhance the overall atmosphere of a restaurant. When acquiring accessories, the shape of the accessory, in relation to the wall or area in which they will be displayed, must be considered. A cluster of small accessories would be more favorable on a small wall than one or two large decorative pieces. The accessories should not call attention to themselves, but relate and contribute to the general theme of the restaurant. They can successfully add to the general atmosphere if they contain the color, pattern, and subject of the total design scheme. The number of accessories to use depends on the type of atmosphere desired. To reduce theft, securely bolt down all pictures and decor items. to be continued…

55. Walls DESIGNING A RESTAURANT ATMOSPHERE Painting is the cheapest way to decorate walls, but the surface must be in good condition before painting. When painting, several different wall finishes are available (tippling, scumbling). Wallpaper can liven up a room and change its proportions. It is also a good way to cover rough, cracked walls. It can also unify the theme of the restaurant. Large rooms appear at their best when using wallpaper with large patterns. Small patterns should be used in small rooms. A room with heavily patterned wallpaper will appear more crowded and less intimate than one with solid color walls. For this reason often only one wall is papered while the remaining walls are painted. Wall coverings: Wood is an extremely versatile and varied wall covering material. The inherent beauty of wood creates a luxurious, warm atmosphere. Tile, cork, terrazzo, draperies, brick, stone, and plaster are other wall coverings that can change the feeling of a room and set the desired atmosphere.

56. Ceilings DESIGNING A RESTAURANT ATMOSPHERE Historically ceilings were very ornately decorated with intricate patterns and designs. Today ceilings are often neglected, large blank surfaces. However, much can be done with ceilings to complement the theme and decor of a restaurant. The previous discussion on wall treatments equally applies to ceilings Height: 2,5m (minimum), for small areas, creates sense of oppression in large areas. Difficulties may arise in ventilation and air distribution. 3m. Appropriate for small to average size room. 3,5m and more, produce impersonal space, may give a sense of grandeur and occasion (banquet) Create interest in the ceiling by painting patterns, ovals, and other shapes on it. An especially effective technique is to repeat the floor pattern on the ceiling. A simplified version of the carpet design can be painted on the ceiling. This has a unifying effect and strengthens the atmosphere.

57. Floors DESIGNING A RESTAURANT ATMOSPHERE Everyone entering a restaurant has direct contact with the floor. Customers consciously look at the floor to see how clean it is. The color, texture, material, and design of the flooring must complement the total atmosphere of the restaurant. It must blend in with and add to the theme of the restaurant without calling attention to itself. Carpeting is widely used today in all types of restaurants. The addition of carpeting tends to upgrade a restaurant and attract a higher income clientele. It adds warmth and a sense of luxury as well as deadening sound. Carpeting will usually have a more comfortable feeling if it is of a darker color than the surrounding walls. In general, the color of the carpet and walls should be from the same color family. to be continued…

58. Floors DESIGNING A RESTAURANT ATMOSPHERE Vinyl floor tiling is available in a myriad of styles, sizes. Advantages of resilient tiles are its durability, economy, ease of installation, and simple maintenance. Many fast-food hamburger chains use ceramic tile flooring because of their easy maintenance and extreme durability. The noise from walking on ceramic tile creates an exciting atmosphere. The disadvantages of ceramic tile are its initial cost and the commitment to one type of flooring for the life of the building. Terrazzo is a flooring material made from chips of marble, onyx, or other rock embedded in cement or certain chemical compounds. It is usually poured in place and ground and polished to a uniformly textured surface. A terrazzo floor is extremely durable and permanent. It requires very little maintenance. Terrazzo is ideal for heavy traffic areas and where customer turnover is high. Many fast- food restaurants have terrazzo floors. to be continued…

59. Floors DESIGNING A RESTAURANT ATMOSPHERE The natural beauty of wood flooring offers many, variations in color and pattern. Although wooden flooring requires more maintenance and is noisier than other types of floor coverings, its beauty can be a major contributor to developing the atmosphere. Wood flooring is available in four forms: strip, plank, parquet, and fabricated wood blocks. Wood flooring can be finished in different ways. They can be stained, bleached, streaked, varnished, waxed, or painted. The durability of brick, slate, and stone makes their use as flooring well suited for high traffic areas such as entrance ways. The charm of such flooring materials can add measurably to the atmosphere. As in tiling and terrazzo flooring, customers' footsteps will be more noticeable than on carpeting. Also the permanence and initial high cost must be considered.

60. Acoustics DESIGNING A RESTAURANT ATMOSPHERE The sounds of a restaurant are part of its atmosphere. Kitchen noises, customer voices (talking, laughing), traffic noises, and dish bussing all add to the atmosphere. Noise in a dining area is not always undesirable. People who work in quiet places, or are lonely, may seek out noisy restaurants. Business people will sometimes seek a noisy restaurant to conduct business so they will not be overheard. A noisy surrounding can create a special atmosphere which sets people at ease and stimulates people and makes them eat faster. However, before changing the sound patterns of your restaurant know your customers' needs.

61. Music DESIGNING A RESTAURANT ATMOSPHERE A good music system, proper musical selection and proper volume have a positive effect on the success of a restaurant. An inadequate sound system can be a major factor in the failure of a restaurant. The correct type of background music (slightly louder than the ambient sound) puts customers in a good mood and helps make the staff more relaxed and efficient. Foreground music, loud enough to be easily heard over the ambient sound of the room without interrupting conversation, is used in most type of cafes. Recreational music, loud enough to dominate the atmosphere of the room is used for bars and discotheques. The higher alcohol sales in a restaurant, the greater the customers toleration and need for louder music.

62. Menu DESIGNING A RESTAURANT ATMOSPHERE The menu cover and contents should reflect the design and style of the restaurant. The design of the menu, its details, the style of type used, and the impression it creates all set the atmosphere. A small, simple menu in a color that harmonizes with the decor is desirable. It should set the feeling of the restaurant. Customers are not impressed by dirty, dog-eared menus stuck together with adhesive tape. Menus should be simple and easy to read. They should carefully describe the food served. A short but descriptive statement about major items served can stimulate the appetite and measurably increase the guest check.

63. Human Factors DESIGNING A RESTAURANT ATMOSPHERE Architecture and decor are only part of the elements making a successful restaurant atmosphere. A warm, friendly atmosphere calls for warm, friendly service. The age and sex of customers contributes to the atmosphere. People like to be served by people their own age. A restaurant with predominantly male customers would be advised to employ mostly female service personnel. Likewise, female customers usually prefer male service personnel. The dress and appearance of customers and staff are also important elements of atmosphere. Luxury restaurants may require customers to conform to a "coat and tie" dress code. This maintains a high quality of visual appearance and formality to the atmosphere. Staff uniform should continue the theme of the restaurant. (it also help to distinguish staff from customers and is a symbols of staff hierarchy in the restaurant).

64. Restaurant Design Guidelines DESIGNING A RESTAURANT ATMOSPHERE Existing Location: The key to designing this location on a budget is to use existing features and avoid extensive remodeling. Do not be concentrated about doing something unusual with every surface of the dining room service. Concentrate on one item or area that could be developed into a focal point, spend some money there. Track lighting can be used to emphasize the chosen local point. Focal points could be a grouping of plants, a wall with various types of art, an exposed kitchen. A new location can be designed with a similar philosophy. The difference is that the restaurant owner must create the feature that will become the focal point. to be continued…

65. Restaurant Design Guidelines DESIGNING A RESTAURANT ATMOSPHERE Avoid exaggerations: One problem encountered with overdone, exaggerated theme designs and decors, is that they can detract from the food and the customer’s dining experience with a visual overload. The customer may be initially impressed with the decor, but in the majority of case, this is not what will bring them back. Emphasize activities over design: Customers today desire casual, open restaurants that allow them to see, and to be seen, to be part of something fun and exciting. Rather than making the design the main emphasis, many operators today make the activities taking place in the restaurant the attraction. For this reason, exposed kitchens have become popular. Customers enjoy seeing cooks preparing their food. It gives them something to talk about, something to look at

66. Size & Shape of Dining Rooms DESIGNING A RESTAURANT ATMOSPHERE Modern dining rooms must be comfortable and provide a measure of privacy for individual tables. The use of high-backed booths, different floor levels, lighting, acoustics, and color can create the impression of privacy. Seating capacity sometimes can even be increased by having multiple floor levels. Tables can be closer together, yet because of the different levels, not appear crowded. Mirrors can be used to widen a long narrow room and eliminate the feeling that people are eating in a hall. The best food and a well thought out restaurant design cannot make up for lack of cleanliness. A favorable atmosphere is quickly destroyed by trash in the parking lot, a dirty floor, dirty silverware, spotty glasses, greasy windows, and soiled menus. to be continued…

67. Restaurant Design Guidelines 1 DESIGNING A RESTAURANT ATMOSPHERE Avoid exaggerations: One problem encountered with overdone, exaggerated theme designs and decors, is that they can detract from the food and the customer’s dining experience with a visual overload. The customer may be initially impressed with the decor, but in the majority of case, this is not what will bring them back.

68. Restaurant Design Guidelines 2 DESIGNING A RESTAURANT ATMOSPHERE Emphasize activities over design: Customers today desire casual, open restaurants that allow them to see, and to be seen, to be part of something fun and exciting. Rather than making the design the main emphasis, many operators today make the activities taking place in the restaurant the attraction.

69. Restaurant Design Guidelines 2 DESIGNING A RESTAURANT ATMOSPHERE For this reason, exposed kitchens have become popular. Customers enjoy seeing cooks preparing their food. It gives them something to talk about, something to look at.

70. Human Factors DESIGNING A RESTAURANT ATMOSPHERE People like to be served by people their own age. A restaurant with predominantly male customers would be advised to employ mostly female service personnel. Likewise, female customers usually prefer male service personnel.

71. Human Factors DESIGNING A RESTAURANT ATMOSPHERE The age and sex of customers contributes to the atmosphere. The dress and appearance of customers and staff are also important elements of the atmosphere.

72. Human Factors DESIGNING A RESTAURANT ATMOSPHERE Luxury restaurants may require customers to conform to a "coat and tie" dress code. This maintains a high quality of visual appearance and formality to the atmosphere. Staff uniform should continue the theme of the restaurant. (it also help to distinguish staff from customers and is a symbols of staff hierarchy in the restaurant).

73. Guest Psychology DESIGNING A RESTAURANT ATMOSPHERE Albert Mehrabian & James Russel (Cambridge) believe people have three feeling factors: 1. Pleasure 2. Arousal 3. Dominance

74. Guest Psychology DESIGNING A RESTAURANT ATMOSPHERE The pleasure is a measure of how much we like an environment. The arousal is a measure of how an environment excites us. Dominance is the degree of control and freedom.

75. Environment DESIGNING A RESTAURANT ATMOSPHERE The environment can be evaluated in three factors offering a positive guest experience while encouraging a quick turover of seats: 1. Ambiance 2. Social 3. Design

76. Music DESIGNING A RESTAURANT ATMOSPHERE A good music system, proper musical selection and proper volume have a positive effect on the success of a restaurant. An inadequate sound system can be a major factor in the failure of a restaurant.

77. Music DESIGNING A RESTAURANT ATMOSPHERE Supermarket shoppers spend much less time in the store when loud music is played. Slow music, rather than fast-paced music keeps the guest in stores longer and increase their purchase. Care should be taken to ensure that the volume in a fast food restaurant is sufficient to result a fast turnover but not so much that it prevents comfortable conversation.

78. Lighting DESIGNING A RESTAURANT ATMOSPHERE Animals and human beings are naturally drawn to light sources. Often tabletops are spotlit to suggest a defined “territory” at each table. To increase high turnover, a high level of lighting and colored lighting can be used.

79. Smell DESIGNING A RESTAURANT ATMOSPHERE Most people are familiar with the bakery trick of venting ovens to front-of-house areas to attract guests and increase sales. Good smell sells. Pleasant smells enhance mood and promote clear thinking.

80. Social Factors DESIGNING A RESTAURANT ATMOSPHERE Humans are social creatures. In most cases, we prefer and actively seek out the company of others.

81. Social Factors DESIGNING A RESTAURANT ATMOSPHERE Being alone in a public environment makes us feel vulnerable and may cause us to hurry to a new location where we will find the relative safety of others. We have all experienced the discomfort of entering an empty restaurant and may have chosen to move on to a busier place, telling ourself that an empty place cannot be a good one.

82. Social Factors DESIGNING A RESTAURANT ATMOSPHERE Overcrowded environments can also make us uncomfortable, as crowding reduces our ability to create and defend a personal territory. Restaurant chains are designing spaces that play on our need for both social interaction and secure territory.

83. Social Factors DESIGNING A RESTAURANT ATMOSPHERE Restaurants that divide dining areas up into separate spaces can take advantages of the human tendency to seek others. Red Lobster uses many small dining areas to create settings that look busy even when the business is low.

84. Social Factors DESIGNING A RESTAURANT ATMOSPHERE The restaurant can open or close the sections as needed to consolidate diners and use labor more efficiently. On the other hand, new arrivals will appreciate an active dining space that suggests popularity, a sign that the restaurant is a “safe” place to eat.

85. Furnishing DESIGNING A RESTAURANT ATMOSPHERE Successful high-volume restaurants make use of seats that are comfortable – but not too comfortable. On the hard seating materials and seats with upright backs can be designed to be inviting to sit but discouraging to long stays.

86. Designing a Restaurant Atmosphere Oğuz Benice Bilkent University School of Tourism & Hotel Management

87. Discussion: where to put what? SELECTING A RESTAURANT SITE Residential areas. Industrial areas Central trade areas Shopping centers Recreation areas Sports facilities Education facilities Suburban areas ? Café Fine dining room Ethnic restaurant Theme restaurant Cafeteria Quick service (fast-food) Bar - pub Discotheque

88. Importance of a Good Location SELECTING A RESTAURANT SITE Small restaurateurs do not give enough attention to site selection. Too often the restaurateur places too much emphasis on his personal experiences including management and marketing skills a means of attracting and holding customers. Those skills are very important, but are only partial substitutes for a good location. Without an excellent location, chances of success are very reduced.

89. Importance of a Good Location SELECTING A RESTAURANT SITE Chain operations, on the other hand, have considerable background information on their customers (customer profile) and will try to find locations where their establishments will attract the same type of customers.

90. Importance of a Good Location SELECTING A RESTAURANT SITE There are few restaurants in almost every town in poor location and doing a phenomenal business: these restaurants are the exception.

91. Factor to Consider when Choosing a Good Location SELECTING A RESTAURANT SITE Market Segment Competition Visibility Accessibility Parking Traffic count Traffic generators Area stability Cost data & Lease contract Other Factors

92. Market Segment SELECTING A RESTAURANT SITE When considering a site for a new location, restaurateurs must determine the market "segment" they are after and attempt to locate in a place most convenient to that segment. (see chapter 7: Restaurant Marketing) A pizzeria might be located on a college campus because a major segment of the market is found in nearby dormitories. A major sports facility might attract a lively restaurant with a limited menu concept that caters to pre-game and post- game happy guests.

93. Competition SELECTING A RESTAURANT SITE A thorough analysis of the competition includes an accurate count of all food service facilities in the trade area. The dimensions of this area will vary depending on the type of operation. Your competitors should not serve similar food. If they are serving similar food, they should have more customers than they can handle, or they should be poorly managed, have outdated decors which could mean that they are weak.

94. Visibility SELECTING A RESTAURANT SITE If the customer cannot easily see the restaurant, then the chance of selling him anything is very small. Of primary concern is a restaurant's ability to attract attention to itself with pleasing architecture, good lighting and landscaping, and an appropriate sign. The restaurant sign must be an integral part of the restaurant's total marketing strategy. Normally, visibility to passing automobile or bus traffic is the major concern. However, for some types of operations, high visibility is also needed to attract pedestrian traffic. For most restaurants, the location or its sign should be visible from 100 meters at least.

95. Accessibility SELECTING A RESTAURANT SITE The location should be easily accessible. Arteries, congested intersections, one-way streets and speed limit over 60km/h could negatively affect accessibility.

96. Parking SELECTING A RESTAURANT SITE The parking area, assuming the restaurant has one of its own, is an indicator of the quality and image of the restaurant. The parking area should have separate and well marked entrance and exit driveways. Parked cars are an indication to potential customers that the food is good. Assuming the restaurant has no parking lot of its own, the trade area should have ample parking spaces.

97. Traffic Count SELECTING A RESTAURANT SITE Traffic count is the number of vehicles that travel the road adjacent to the location during a 24-hour period. Usually 20.000 cars per day is necessary to support most restaurants. In downtown, malls and shopping centers, traffic count is also foot traffic (potential customers walking by ).

98. Traffic Generators SELECTING A RESTAURANT SITE Traffic generators are the source of potential customer, traffic within the trade area, such as large department stores, malls, office buildings, schools, hospitals, many of retail businesses.

99. Area Stability SELECTING A RESTAURANT SITE Initial development: There are few open businesses, rent may be low because the landlord is trying to fill empty spaces. The operator must be able to cover operating expenses until reach a break-even point. There are some trade areas isolated at suburban that never get beyond the initial development stage. Growth: Customer traffic and sales volume increase, empty retail space begins to fill up. Rents are higher. If the economy is peaking at the same time, rents may be artificially high. Maturity (or Saturation): The area may still be profitable, but they are too many restaurants competing for the same customer. An advantage to this area: competition is known. Except for re-concepting, there is little room for growth and desire for new restaurants. Nearby areas begin to develop that may lower the customer base and sales. to be continued…

100. Area Stability SELECTING A RESTAURANT SITE Decline: Characterized by an increasing number of empty locations, buildings in need of repair, no new businesses. Business may still be adequate for some restaurants, but customer counts are dropping because of growth in other areas. Restaurants will begin re-concepting and closed restaurants may reopen under new owners. Lower rents may justify a location in this area. Revitalization: Sometimes the area is so old it has developed a personality that may draw customers again. Rents may be very low.

101. Cost Data & Lease Contract SELECTING A RESTAURANT SITE The Rent: the annual rent should not exceed 6% to 8% of estimating annual sales. When estimating annual sales, use a pessimist projection (25% below a realistic one). A rental factor of 12% and more could put many restaurants out of business. to compare the rent between different restaurants, calculate the rent per m². Term of the lease: includes the duration of the initial lease. Usually 5 year term with two 5 year options. Normally the price will increase for each additional term, based on the inflation and market rate. A non-compete clause protects the restaurant from the landlord signing a lease with a restaurant that is similar and in the same shopping center or same property. to be continued…

102. Cost Data & Lease Contract SELECTING A RESTAURANT SITE Tenants finish-out allowance: In most case, when a tenant must finish the construction of the restaurant, the landlord will give the tenant a certain amount of money. The monthly rent and the landlord and tenant finish-out are generally negotiated together. If a lower rent is negotiated, the chances of getting extra finish-out money are low. In general, it is advised to have the landlord assume as much of the construction cost as possible even at the expense of a higher rent. This allows the restaurant to open with less capital.

103. Other Factors SELECTING A RESTAURANT SITE The restaurant's image begins with its location. The character of nearby buildings, streets, and businesses affects people's perception of a restaurant. The locality will attract a certain type of clientele and determine the price range, type of service, and menu selection. The restaurant's theme should reflect the needs of the people around it, and not be in conflict with its locale. The most desirable location for an urban restaurant is on the corner of a block. Here the restaurant enjoys greater visibility. An entrance off each street is best. Locating a restaurant on the right hand side of the road in the direction of the main flow of traffic is desirable. There is a psychological barrier to making a left turn across a stream of traffic. to be continued…

104. Other Factors SELECTING A RESTAURANT SITE Building a restaurant at a very busy crossroad is also to be avoided. It is difficult to maneuver through traffic at a busy intersection. Locating a restaurant in an area with other restaurants has merit. The existence of competition is not necessarily bad. Potential diners are attracted to an area that features good restaurants. People often have no specific restaurant destination in mind and are usually willing to try anything new and interesting.