The Experience
Different restaurants serve different purposes and different clientele. Some restaurants focus on atmosphere, making a place that people enjoy going to for the experience as much as or more than the food, like a sports bar or sidewalk café. And there are small, unpretentious places that have a pronounced lack of atmosphere, but the food makes up for it.
But those are both compromises. Are there restaurants that have the best elements of each type of place? Of course. And by connecting to your guests' expectations, you can create that kind of space. But it takes more than just a quick coat of paint and a new menu to make it work.
The Approach
Décor, music, layout, location are all elements that can help make your restaurant appeal to your clientele. But according to some, they aren't as important as making the personal connection. Chef Alan Caraco of the Broadway New American Grill in Seattle's Broadway neighborhood is a strong supporter of this concept. "I want to relate to the guests," he says. "I want to be able to look out of the kitchen and see how they're enjoying their meals." Caraco takes this concept further than most -- he talks with clients and actively seeks their feedback. This kind of one-on-one with the chef helps create and maintain this connection, and it also keeps the chef from feeling isolated -- he contributes to the overall feel, not just the food. "I don't want to be stuck in back," Caraco says. "I became a chef in part to see people enjoy what I do."
The rest of the staff should also have this same engaging attitude. After all, they're basically the face of the restaurant, and if they're having a good time, your guests will pick up on it. Caraco and Amy Rogala, kitchen manager of the Tides Tavern in Gig Harbor, Washington, both mentioned this. Stuffiness, apathy, and a bad attitude from the staff are all things that will make them leave a restaurant unsatisfied, no matter how good the meal was.
And even with a good staff and good food, sometimes those three real estate words (location, location, location) play a big part in how people perceive your restaurant. The Tides Tavern recreates the friendly bustle and energy of the harbor it overlooks with their outgoing staff and walls covered with pictures of Tides friends and family from around the world. The location and staff make it a destination eatery in Gig Harbor, and guests and staff are generally on a first-name basis. Rogala takes pride in what she and the staff provide. "People like coming here," she says. "It's fun and energetic, and they get a good value. And it's not just the food. It's the whole experience. And since I work front house, I get to see them enjoy it."
Okay. So the staff's friendly and the food's great. Location and a view are pluses, but they're not necessarily things that you can change easily. So what else can you do to make your guests feel welcome?
The Expectations
Stephen Cook, senior level industrial designer at Pinnacle Exhibits just west of Portland in Hillsboro, Oregon, says the best way to do this is to help guests connect with the environment on a personal level. "Customers have expectations," Cook says. "Design, architecture, and style should all work together in your space to meet those expectations. Whether the space is a restaurant, an arcade, or a museum, your customers should be comfortable there."
So how do you do this? Cook says that you need to create an "architectural language" that's relevant to the customers and their expectations. This means to incorporate design features that appeal to your guests and make them feel welcome. Lighting, colors, furniture, music, layout -- all of these things contribute to the atmosphere and appeal to your guests in some way. This applies to quiet neighborhood places and sports bars alike -- they both meet customer expectations, though in very different ways. A night out with old friends probably requires a different venue than a marriage proposal. Whatever the goal is, Cook recommends not forcing it on people. "Unless you want to keep updating to meet current fads," he says, "Use good taste and simple design to keep your space appealing."
All that said, never underestimate the value of your first impression. Basic cleanliness and order go a long way. Just as you wouldn't have a dumpster outside your front entrance, you don't want cluttered bus stations in obvious view, unkempt staff, and deliveries stacked up where people can see them (Unless that's what your guests expect from you, of course). Putting effort into the front of the restaurant is as important to your customer's experience as keeping the back of the restaurant clean.
The Result
A fun, likable staff. A personal connection. Meeting guests expectations. Value. A clean, inviting entrance. A comfortable dining experience. All of these things working together will keep the "but" out of people's description of their experience: "Great food, but ..." You have a lot of control over that "but," and the things that can keep it from popping up don't always take that much effort.