It smells... delicious: Applied Phenomenology

Architects study objective and subjective aspects of the built environment. Objective subjects are easily observed and quantified. A bridge structure collapses when subjected to a certain amount of load. Phenomenology is a philosophical approach to more subtle qualities of our surroundings, and has been adopted by architects as a useful framework. It acknowledges that we experience our environment with all senses, and explores conscious and subconscious reactions to various inputs. We may have strong reactions to a place that subconsciously triggers certain associations.

The sense of smell can transport us back to long forgotten memories. It is directly connected with the sense of taste, and it comes to no surprise that it should be of special concern when designing a dining facility.

Fresh bread comes out of the oven at Model Bakery,  Oxbow CA Public Market.

First impressions when approaching the front door of a restaurant are affected by smells reaching from old liquor, burnt fryer oil, chlorine bleach, artificial air freshener, or neutral, to subtle smells of wood, caramelizing onions, baked apple, fresh baked bread, roasted garlic, and fresh croutons  fried in butter.  Careful planning of food preparation locations, as well as air supply and exhaust systems make a big difference. Conscious distribution of "smells" during opening hours such as serving baskets of fresh bread, accompanied by some herbed butter can make all the difference.



Provided by Spark Architecture

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?

Facebook in Rural Montana & Embracing picture posting.

To follow up the earlier post we investigated current Facebook user data alongside the 2010 census. Your customer base is "Face-booking", and waiting to hear from you.

http://sparkgf.blogspot.com/2012/09/community-data-census-or-facebook.html

While you get excited about Facebook, don't forget to set up your restaurant on Foursquare. At this point, Montana restaurant deals are mostly represented by chains. Take advantage of offering check-in deals, it's time to make it local!

Last but not least, remember that your customers will post pictures of your food and restaurant. Embrace it! Encourage your wait staff to offer taking pictures of dining groups, teach them how to make those pictures look as good as possible (freshly served food, no chewing, maybe take a quick series of them), and be amazed of how those pictures will work for your restaurant.

Picture taking should serve as a motivation to add some nice touches to your food presentation, table decor, and interiors. Customers love little details and surprises, whether it is a good joke on your menu, artwork on the wall, or Santa surfing on top of their Hawaiian Holiday Burger.

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. 

http://spark-architecture.com/dining-development.html