Shiny Spec's and Artifacts

Special finishes, elegant lighting and sleek graphic design can support your business, but may still be replicable anywhere in the world. Your food and your service make your restaurant unique, but don't miss out on making the location itself a one-of-a-kind, and letting that uniqueness shine.  Maybe it is the old building you're in, or the view from the windows, patio, or courtyard that makes your place special.

Alternatively, and in addition to, you could enter the quest for an artifact. A unique object, that supports your story and vision. Don't limit yourself by scale. While small objects may be easier to display, large objects could be integrated to your counters, walls, lighting, or roof. Chances are, you've owned this object for many years, not quite knowing what to do with it, yet somehow emotionally attached to it.

But what if you're a hoarder, and your restaurant already competes with the local antique store? Pick your artifact, and possibly a few closely related supporting items, and give them a special role in your decor. A spot light can do wonders, and they will be appreciated so much more without the surrounding clutter. As for the rest of your cherished belongings, a special area of your restaurant could become a "store" or "museum", or it may be time to pack them up.

Spark Architecture created a Pinterest board with a variety of unique dining environments. What are your favorite restaurants, beer gardens, cafes, and bars?

like my restaurant?

Guiding as many customers as possible to your doorstep may seem tempting, but can be fatal for your business.Social media and online rating opportunities have changed the impact of your customer’s experience. The voice of a single customer leaving your restaurant disappointed or angry, can reverberate and amplify online for years to come. Luckily the same is true for a customer that was pleasantly surprised by the experience. Customers arrive at your restaurant with a set of expectations based on recommendations, physical appearance, or your advertising. Depending on these expectations, the same overall dining experience can be evaluated as a A+ or F by two different customers. Before you spend any efforts marketing or renovation, take some time to spell out which expectations you want to build in your customers, and how you can exceed them from the time your customer first approaches your restaurant. 

Defining Expectations: Forget about “Best Mexican Restaurant in Town”. There is no best Mexican restaurant, simply because people’s tastes and values are different. If you attempt to please all, you are bound to fail. Define your niche, whether it is blow-your-mind spicy New Mexican in an authentic Santa Fe style setting, or you-can-safely-bring-your-Minnesota-grandmother-along American Mexican, and be the best. Choose your customers, and cater to their specific set of values. Your customer group isn’t defined as “all people who like blow-your-mind spicy Mexican food” alone. Reviewing current census and tourism data, as well as local Facebook user and Google search statistics are helpful tools in assuring niche market size. What background do your target customers have, what are their core values, where do they stand in life, and how often do they dine out? Do they value price over atmosphere, or gourmet hand crafted food over price? Finally, set the mood. Do you want to offer the setting for romantic dates and anniversaries, family friendly dining, extended business lunches, live music, or after-fishing-in-waders-with-wet-dog munching?

Exceeding Expectations: Advertise the specific setting, goods, and service level defined above, and find creative ways to over-deliver during the actual experience. The element of pleasant surprise will assure that your customers come back, and bring their friends with them. 

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