Research by MCA reveals that restaurant lunch visits are down 7% since last year. Following a decade of financial uncertainty and a transition in dining habits, customers are opting for a more casual lunch time experience. Dominated by informal, all-day cafés, food halls and markets, the formal restaurant format has fallen out of favour.
So, how do you revive your lunch time trade to remain competitive in the casual dining sector? A well-considered offering and clever design are key to achieving a seamless day to night operation. Here are some points to consider:
- Layout
Customer flow will have an effect on your diner’s overall experience. A congested counter or poorly positioned tables will have a negative impact. Your seating arrangement should allow for easy, direct access to your service area. This is especially important by day, to appeal to your grab and go customers. Smaller more flexible tables can accommodate single diners by day and larger groups by night when pushed together. It is important to create an adaptable space.
- Music
Music is a great tool for transitioning from day to night. It’s all about engaging your customers; not overwhelming them. Make sure that your music intensity matches the flow and energy of your guests. Think upbeat and punchy for morning contrasted with laid-back and relaxed for the evening.
- Lighting
Often overlooked, lighting is a simple and affordable tool that can enhance your restaurant offering. Lighting can affect us emotionally, influencing how much we consume as well as determining our levels of satisfaction. Layered lighting is the best way to fulfil a variety of restaurant functionalities. Try implementing general lighting for overall illumination, directional spots to highlight the counter area as well as indirect lighting for intimacy, depth and warmth.
Getting these points right and switching seamlessly from day to a night will ultimately entice customers to your restaurant and encourage them to revisit.
By Charlotte Phillips
Opening a coffee shop or restaurant and need advice on brand or interior design? Let’s discuss your concept at hello@offbeatcreative.co.uk or call 020 7060 3121.