This optimism is especially high for fast food and casual dining restaurants, possibly because they benefit from savings made by bulk buying their ingredients, fulfilling higher order volumes at a fast rate and operating with fewer staff. The report details that nearly half of fast food (44%) and casual dining restaurant owners (40%) said they feel much more optimistic compared to last year, followed by café or other (38%), and fine dining (31%) restaurant owners. In spite of this optimism, no restaurant, whether high-end or fast food, can get complacent. There is work to be done, to make this optimism manifest itself into profitability.
Key factors are at play, which can be utilised to help bring this about.
Technology
The primary use of technology should focus on the seamlessness of the dining experience and responding to the diners preferences – whether advanced ordering prior to seating, easy pay-at-table with QR codes, allowing bill-splitting and electronic payment or inviting immediate resolution of issues with the experience. Advanced review of allergens, tolerances and food preferences is becoming more widespread with potential diners foregoing restaurant locations without this clear information. Advanced booking of areas within the restaurant can be accommodated: quieter spaces for neuro-divergent customers, nearer facilities, speedier casual dine-and-go service can all be managed ahead of time.
Expanding from the core offering
Going forward, we are likely to see an increase in uptake at restaurants that are looking to expand their business outside of their core offerings, in order to respond to the growing interests of customers. This can be as varied as providing meal kits of popular dishes, or selling premade meals and even wine subscriptions, if relevant. It is all about understanding who your customer is and what they want. This is particularly pertinent for Gen Z, which is set to become the largest consumer base, and who claim that their interest would be increased by restaurants that offer additional options such as cooking classes and events, or meal kits and the options to order at a kiosk or through a QR code.
Brands need to ensure they understand their core USP to effectively expand their core offer and avoid diluting their core experience. The expanded offer is to provide a ‘memory’ of the experience to generate an enduring authentic engagement and therefore loyalty – not to replace the offer itself. Additionally, the expanded offer needs to retain the commensurate quality of the original experience to add value or offer something complementary – a sushi offer could, for instance, offer a wider insight into the cuisine, its culture and traditions and encourage the making or purchase of dishes or products that are not practical or commercial to offer ‘in-store’ to retain the core offer.
Flexible and Multi-Purpose Spaces
When it comes to restaurant design, the focus needs to be on the creation of adaptable spaces that are flexible enough to be changed easily to support various needs and events. Elements to facilitate this include modular furniture and movable partitions. Having this sort of flexibility enables restaurants to generate additional revenue by renting out the space for private events, which can provide a valuable extra source of income.
Creating a unique dining experience is another advantage of designing multi-purpose spaces as it is through providing a variety of seating options and décor that restaurants can create a customised environment that is relevant to each event, and that optimises the customer experience by catering to their specific requirements.
Multi-purpose spaces are not limited to dining and hospitality events, as revenue can be generated by creating space for art galleries, pop-up shops and even venues for shows and theatrical performances.
Although flexible, blended spaces are more suitable for the pace of fast and casual dining, careful consideration needs to be given to the core of the experience. This form of disruption needs to address whether ‘mindful’ eating is a concern to the whole experience, and the expectation needs to be clear for the customer, to avoid creating an experience that doesn’t fully satisfy the multiple experiences within the space
Creating sensory symmetry
Creating a congruent experience is a skilful combination of all elements of the brand. Ambient temperature, lighting, music choice and even the comfort of the furnishings all form a synergy and the all-important connection with the customer. Sensory theatre can use contrast to amplify a particular experience (thinking Hestons’ dry-ice…) but it needs to be easily read and understood as part of the experience.
Eco-Friendly and sustainable
As customers increasingly make their choices based on ethics, the future of successful restaurant design needs to focus on sustainability.
Governance of ingredients, procurement and quality staffing are all considerations for the inclusive and sustainably aware customer. Seasonal or low-impact natural ingredients have become a focus – and storytelling around this element is key to reassuring the customer and enhancing the experience. Staff, as in retail, are expected to be sensitive and knowledgeable ambassadors for the experience – fully versed on allergies, tolerances and food choices.
Construction and servicing of the physical environment is also increasingly under environmental scrutiny, all through the statutory approval stages via the design process, with constant efficiency of equipment delivering all important saving for the operator.
Utilising Virtual Reality
Though it might still seem far fetched to some, virtual reality technology is making significant strides in revolutionising the entertainment industry and has the potential to be utilised in the food industry as well. .
There are so many possibilities that can be explored, such as offering augmented reality (AR) or virtual reality (VR) technologies to be able to help diners to select a three course meal – complimenting tastes with wine selection etc. based on simple inputs, or to transport them to different environments to enhance their understanding of ingredients and flavours.
There is potential to “blur the lines” between the physical and digital worlds, which can elevating the dining experience to new heights. Regardless of advancements, it is important to bear in mind that technology is 99% a tool for efficiency – not the experience itself.
There are many exciting possibilities to justify the optimism being felt by the restaurant industry. It all boils down to knowing who you are catering for and then creating an environment and a service that is responsible, memorable and ultimately enjoyable.
