Aspiring restaurateurs should keep in mind that long-term success is achieved by design

Nation's Restaurant News, March 4, 2002 by David Lieberman

So you want to open a restaurant? You're not alone, because doing so is a lifelong dream for many. One high-profile restaurateur once quipped that if he had a dime for every person who confided to him that he or she, too, would like to own a restaurant, he could retire tomorrow.

Of course, opening a restaurant is one thing; staying open is another. And while there are many elements that go into making a restaurant successful, few are as important as a restaurant's design. In fact, the design of any restaurant ultimately will cast the deciding vote as to whether it will live or die.

Indeed, the restaurant of today is more than just a place to eat. Many people now consider restaurants their own personal fiefdoms in which to entertain, socialize and conduct business. Whether a restaurant is cozy, hip, elegant or casual, the reasons why people choose it are based every bit as much on how it looks as on what it serves. Thus, it is seldom enough for a restaurant merely to offer good food; how the place looks and feels also must get careful attention.

Given the importance of design, it is essential that you create an environment that works in harmony with the food and service and still connects with the customer on a positive level. However, achieving that so-called harmonic convergence can be tricky. How often have you visited someone's home, dressed with all the best fabrics and furnishings, only to feel uncomfortable? Conversely, you probably have been in more humble surroundings and never wanted to leave. The same holds true for restaurant design. Following some simple rules now will help you avoid costly mistakes later.

First, understand how a restaurant operates before you shift the creative juices into high gear. If you think you have carte blanche when it comes to your design, think again. Your restaurant is, after all, a business, and, as such, its design must be fundamentally utilitarian in nature.

You'd be wise to brush up on the basics, such as labor, food costs and equipment specs and requirements, as all will figure prominently in the design process, helping to determine everything from front-end space planning to kitchen size. And if you never lose sight of the fact that every square foot counts in a restaurant, you'll begin to appreciate the importance of generic words like access, flow, head count and turnover and their relationship to design.

Know your customer. Nothing, absolutely nothing, is more important than the customer. The most beautiful restaurant design in the world means little if it's lost on the customer. What works for one audience won't necessarily work for another. Before you lift a pen, determine who it is you want to attract to your restaurant and then go about the business of finding out what that person wants. The more your audience's personality is reflected in the design of the restaurant, the greater the likelihood that the audience will respond positively to it and return again and again.

Establish a realistic budget.

Fast-food or five-star, every restaurant requires design appointments that are in keeping with the level of food and service provided. You should no more pave a drive-thru with imported limestone than provide plastic benches for seating in an upscale establishment. And the design budget should reflect that principle. However, there are limits, and if you ever hope to recoup your initial investment and start showing a profit, err on the side of caution and always remember every problem has a cost-effective solution.

Design for comfort. Few things can close the doors to a restaurant quicker than designing something at the expense of comfort. No food, service or setting is good enough to overcome the frustration one feels when forced to endure an uncomfortable chair all evening long. All points on the design compass should lead to customer comfort. Create an atmosphere that invites rather than overwhelms, and give special attention to lighting, noise levels, seating and any design appointment that comes into direct contact with the customer.

Create the unexpected. The key here is not to sacrifice what's expected at each level of dining but to exceed those expectations. At that point you get to have some fun and show what you're made of - creatively speaking, that is. Assuming all things are equal between you and your competition down the street, one of the surest ways to grab and keep someone's attention is to give the person something unique and out of the ordinary. It could be anything from a little extra padding in a chair to a waterfall that breathes fire; just make sure it enhances the customer's overall experience.

Finally, know that even the best design has a shelf life. Like the wearer, who over time tires of his or her favorite suit or shoes, so, too, will customers tire of a restaurant with dated design. Regardless of style, periodically updating your restaurant's design to reflect contemporary tastes will help to maintain customer interest and ensure a long and successful run.