DINING+DESIGN series (part 1) — are F&B concept developers missing out on the full potential of their dining experience?

July 31, 2014

these 5 discussions with your designer can unlock that potential

this dining area is designed so that everyone at the table has a clear view to the outside. the backs of the chairs are designed to be very high, enclosing the diners, and creating an intimate feel to the gathering. the light is removed from the ceiling and placed  on columns at the corners of the table to soften the quality of light on each persons face. this is the genius of frank lloyd wright, so meticulously designed at the meyer may house.

although restaurateurs often focus on the food and service, a dining experience like the one designed by frank lloyd wright starts way before the food is served, and remains alive today long after his death.

good design adds to the comfort, satiety, and overall experience. these are as much a part of the dining experience as is the food and service.

in the coming 5 series, we’ll cover 5 briefing discussions that Food & Beverage concept developers and decision makers should ideally have with their designers. these discussions contribute to getting the concept and vision across to designers. they help in having this vision coherent across all aspects of the dining experience, from the 1st impression—when guests 1st see your restaurant from afar—to the last impression.

these briefs also cover often simple but overlooked aspects for leveraging traffic and maximizing revenue. these 5 briefs contribute to designing a dining space that works, a space that moves your guests, and an emotional experience that remains memorable long after the dining experience comes to an end.

part 1  —  the first encounter

the dining experience starts before your guests enter your space. the outside of your restaurant sets expectations, influences moods, and lights up feelings. the whole dining experience is influenced by whether these expectations are met or exceeded.

this first impression becomes the lens from which your guests observe the whole experience. often, restaurateurs overlook discussing this first impression with their designer, leaving it instead to chance.

it’s may be counter-intuitive to design all the aspects inside the restaurant, without interpreting those aspects from the lens of the first experience. this is why it’s vital to explicitly discuss and agree on this first impression with your designer. it’s also worth mentioning that expectations aren’t only influenced by the facade and signage.

for instance, when people see guests dining outside, it gives an energy to the place and reminds them of the hospitality they too can expect once they walk in. similarly, few thing capture attention more than a face staring back at you. if it fits within your first impression, consider sitting guests at a front-facing bar, with a view out of a large window display.


questions to guide your briefing discussion with your designer

• what first impression do we create in guests approaching my restaurant from afar?
• what expectations does this first impression introduce? 
• how are we delivering on those expectations?
• what story does it tell? is it inviting? is it attracting the right guests?

part 2  —  the journey »

part 3  —  the dynamics »

part 4  —  the essentials of furniture specifications »

part 5  —  the great outdoors »


arrange a free consultation with us, and our furnishing specialists will work with you and your designer to uncover the full potential of your restaurant, club, coffee shop, or public space. give us a call with any question on (+961) 4 444 353 or via email at solutions@casafekra.com


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7 Responses to “DINING+DESIGN series (part 1) — are F&B concept developers missing out on the full potential of their dining experience?”

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