redefining restaurant design
(hotels, investment outlook, march 1999)

don´t write off restaurant revenues. a marketable concept can boost sales 30% to 50%. successful restaurants can be designed within the constraints of any kind of budget. what´s more important than the actual budget amount is how creatively the designer works with the budget. imitating existing concepts often leads to the use of status symbols-and it often costs a lot to convey luxury or richness in this way. with new thinking and the use of original ideas, just a little luxury can be equally enriching if used in the right way. creative, well - executed design typically can increase hotel restaurant business 30% to 50%.

upfront f&b
boosting the success rate of restaurants starts during pre-planning. the first mistake to avoid is positioning the restaurant in the back of the hotel. not only does a location far from the entry decrease the possibility of walk-in business, it also removes the restaurant from the property´s general traffic flow and makes it less visible to guests. the restaurant entrance should make a good impression. both signage and the entry door should clearly convey the restaurant´s concept and give it an identity separate from the rest of the hotel.

providing direct street access is the best alternative, but not the only one. for example, the staircase leading to a restaurant on the mezzanine should have strong that attracts attention and “pulls” people upward. interesting design treatments at the edges of mezzanine restaurants that can be glimpsed from below can also generate both eye appeal and business.

a good view may not be enough to convince guests and locals to seek out a rooftop restaurant. the elevator going up to a rooftop restaurant, as well as the signage and graphics, have to tune the guest´s or visitor´s sensibilities to the fact that this will be a unique place.
a saleable identity

in terms of the space itself, the designer needs to give the restaurant a “face” of its own. that doesn´t necessarily mean a strong theme, such as planet hollywood, or a clichéd metaphor of overdone ethnic pieces. what it does mean is creating a concept developed from an understanding of the city´s potential clientele, as well as the hotel guests, the level of the hotel, the menu and the functionality of the space. the concept should be consistent from the ff&e to the menu, the design and uniforms.

restaurants also have to adapt to today´s lifestyle. design should not be stiff, stuffy or arrogant even in hotel restaurants that offer fine dining. some of the most successful new independent restaurants have a fresh, lively look that sells well to modern customers.

often, quickness and efficiency are part of the guest´s expectations - especially at breakfast and lunch. design should reflect that. for example, formal tablecloth can give the impression of a long lunch. people may be reluctant to try the restaurant if they foresee a time problem. in the same sense, furnishings should look comfortable, but not too formal.

design flexibility is another essential. a fine dining restaurant has to be able to look ready for a quick luncheon, then be upgraded or changed later in the day for an evening atmosphere. lighting is crucial in making that change. indirect lighting enhances architectural elements and illuminates without being harsh.

most restaurants also look and function better with a variety of seating areas. some people prefer to dine on a platform area; others are more comfortable in more intimate spaces. the more options, the more guests the restaurant can satisfy. providing different seating areas also can help ease congestion during peak hours, and keep the restaurant from looking empty at off - peak times.

comfort is essential for any restaurant. while comfort has always been a given for formal evening restaurants, it also needs to be a consideration when selecting light or simple café chairs. table heights need to be adjusted to the height of the seating. it is important to remember that comfortable does not have to mean predictable. original looking chairs have become the focal points of many new hotel restaurants.

the furnishings also have to work within the space. interior architecture and furniture selection should be planned with a three - dimensional eye. the better overall space is planned, the more appealing the experience.

more than one
giving a restaurant a strong identity has other benefits, as well. it also means that many hotels can still support more than one restaurant-perhaps a bistro and an upscale restaurant in a luxury city centre hotel or, for a resort,, a lively café or bar to serve as a counterbalance to quiet/calm restaurants.

people want to experience and be inspired by restaurants. that is what hotel restaurants can delive. unlike their freestanding competition, hotels already have guests in-house who need to eat, as well as the prospect of attracting local business. there is no reason hotel restaurants cannot be as successful, than their independent counterparts.