Restaurants are places where people go to enjoy various types of food and to experience comfort, relaxation and taste of different continental foods. Restaurants have a connection with the external environment. There are four broad categories of things that act as intermediaries between the world and the restaurants. They are food, plastic, and paper, energy and water. All these things can be experienced by a person when he or she enters a restaurant to dine. The goal of a restaurant is to generate profit from the customers by providing them with high-quality foods, comfort, and affordable price foods.
The demographic factors include factors such as age, sex, race, economic status, income, and employment as well as the level of education (SHARFSTEIN, 2014). The psychographic factors contain personality, opinions, values, attitudes, interests and lifestyle. These factors highly affect a restaurant based on menu and its design. Different peoples come to restaurants. Some of them do not like to eat in virtually empty dining room. Therefore, designs are made in restaurants in such as way so that customers are attracted. Designs like diagonal seating arrangement or a bar in U shape is well attracted by youngsters (Cheong, 2010). Crowds like old peoples prefer dining space with partitions or visual barriers. This makes the restaurants busy even during slower periods. Full-time restaurants rarely offer their guest the opportunity to choose their own seats. A majority of people prefer sitting at a table next to some architectural window. The guests like to dine with their companions. Therefore, seats are arranged in such a way so that they can experience romantic dinners or intimate dinners with friends (Willekens, 2013). People likes music and lighting and it impacts on the design of restaurants. Music with tempo 120 beats per minute soothes customers which increase the value of restaurants. The use of dramatic sound and light are made in such restaurants where people like heavy theme based from the period of 1980s and 1990s.
Large restaurant industry players have developed over the past several years as some of the most famous companies. When the restaurants such as a mall food court during lunch hour are full of customers, careful arrangements of parcel are done. During such crowding body language also restricts interaction with others (Palma, 2012). This lead to communal dining. As a result, the guest feels discomfort which prevents the management of the restaurant to fill the seats around the table. Thus it affects the business. Apart from social connections, economies also affect their market values. Restaurants don’t really sell food so much and guest rent a dining table for a limited time. Therefore, rent charge is the money paid for the customer consumption. The longer the guest stay on table, the more they need to spend on restaurants. This maximize its revenues (DR.K.VANITHA, 2012).
Every restaurant has emotional connections with the customers based on the design and the type of menu. These relationships contribute to the desire of clients regarding their food consumption and purchasing behavior. Good restaurant designers start a creative process by asking the owner of the restaurant about the kind of emotional experience intended for space (Nurcahyo, 2016). The designers also ask about how the owner wants customers to feel when they leave. If the owner indicates the taste of the client to be exotic in the evening and fresh in the morning, then the designer will include interesting elements like dramatic lighting, high contrast textures and colors and tighter seating placement. On the other hand, if the owner anticipates the customer to feel refreshed and nurtured, arrangements will get different based on seating types and its placement. The atmospheric effects will also change. Investigation showed that customer prefers to sit beside windows. Therefore, it will be applicable if designers arrange seats beside windows for intimate meals with friends and romantic dinners. Investigation showed that majority of people who ate alone prefer anchored table in a low status part of the dining room near front door. It was very rare, people sit in the middle of the room with no anchoring features. Bur females prefer more heavily anchored locations than men.
As we know, diversity brings attraction. So, more customers will get attracted by the diverse environment of the restaurant. As a result, the restaurants can make more profit from them. This will lead to increase their brand value in the international market. The designers need to focus on the emotional requirements of the customers and implement on seating layout and other fixtures and equipment of the restaurants.
Cheong, Nicholas. Psychographic Factors And Prospective Students' Use Of Interactive Features On Admissions Websites Of Institutes Of Higher Education. 2010. Print.
DR.K.VANITHA, DR.K.VANITHA. "Customer Relationship Management On Customer Satisfaction". IJSR 3.4 (2012): 1-3. Web.
Nurcahyo, Bagus. "The Role Of Customer Satisfaction In A Relation Of Experiential Marketing And Customer Loyalty". Advances in Social Sciences Research Journal 3.1 (2016): n. pag. Web.
Palma, Paul de. Technologies, Social Media, And Society 11/12. New York: McGraw-Hill, 2012. Print.
SHARFSTEIN, JOSHUA M. "Speaking With Doctors In Restaurants". Milbank Quarterly 92.3 (2014): 422-425. Web.
Willekens, Frans J. "Chronological Objects In Demographic Research". Demographic Research 28 (2013): 649-680. Web.
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