Thinkers and planners of food, drinks, price and service are a staple of most hospitality owners. Those things are important, of course. However, one aspect that can influence customers’ actions before they even see the menu is the venue’s design.
Placement of tables, chairs, walkways can impact the flow of people through an area, duration of time they spend in that area, comfort levels they feel and even their spending habits. A good venue design is not solely “aesthetic”. It impacts the customer’s experience from the first time they set foot in the door.
From the hustle and bustle of a café, restaurant, pub or bar, the layout can subtly sway on purchasing decisions which many people do not realize.
The first impression is crucial; make it a great one.
Forming opinions is a rapid process. Studies have revealed that it only takes a few seconds to make a first impression after you step inside a venue.
An uncluttered entrance will make a space feel spacious and comfortable. Conversely, a welcoming and inviting entrance makes visitors feel at home. When it’s easy for them to see where they’re going, where to sit, and how the venue works, they’re more likely to stay.
The entrance is also setting expectations. Whether an open seating area and communal spaces are visible or a host station to guide guests to an upscale restaurant, it is important that patrons have the option to choose their dining spot in a relaxed café. Each of these methods has a unique effect on the mindset of your customer before your interaction.
Traffic Flow Shapes Customer Comfort
One of the critical areas that people don’t think about when designing a venue is traffic flow. Guest should be able to move around comfortably without always having to avoid furniture, employees and other customers. People relax and enjoy their visit when they feel the movement is natural.
Inadequate traffic movement can cause stress. Waiting to order can make people feel over crowded, it can be difficult to find seats or people passing through can keep interrupting them.
Staff efficiency also closely depends on layout. Staff with smooth table movement can deliver better and quicker service, leading to better customer service and higher customer loyalty.
Child behaviours vary with different seating arrangements.
Not all seating arrangements encourage the same type of customer behaviour. Many groups tend to gather around larger tables where they will be able to order multiple courses of food and drinks and linger longer. Smaller tables are ideal for the single visitor or for a pair who want a faster visit.
The popularity of high seating areas has grown in the hospitality industry since they promote a more social environment. Commercial bar tables are used by many operators to promote casual usage, particularly where the individual is expected to socially interact, drink or wait between activities.
There are also seating options in this style that can facilitate movement in a room, while still offering people seating.
The Psychology of Space
Personal space is a factor that may affect the way customers feel on site. Overcrowded tables can make people feel rushed or uneasy. Chats become less private and the whole thing may end up being unfulfilling. But when business is good, too much space can make the venue sound bland or desolate.
Hospitality spaces that are successful tend to balance out comfort with energy. Most customers like to be in an active place but also have enough space to sit back and appreciate one another. The right mix can impact the length of stay and return customers.
Strategic Seating Can Increase Spending
There are other factors besides visibility that can influence a purchase, such as layout.
Many places design various seating areas for various customer needs. The comfortable dining area can help to extend the meal’s duration and the casual standing point or high table will help to maximize the turnover during peak periods.
When customers feel comfortable and at ease, they’re likely to spend more. Guests are more likely to place a second order for a beverage, dessert or other items if seating positions allow for conversation and relaxation.
It’s not about pushing customers to spend. But it’s a place where people feel like staying for longer and having fun.
The ability to see matters more than many realise
Additional purchases can be stimulated through visible displays, open kitchens, dessert cabinets and well-positioned beverage stations. If visitors notice products being used by others at the event they may become interested; which can boost sales.
Layout is a significant contributor to the opportunities. Incorporating seating and service areas in strategic locations can provide visibility without creating a crowded feeling.
Flexible Spaces to Support Changing Needs:
Hospitality businesses are likely to be used by a variety of customers at various times of the day.
A café might be open to remote workers in the morning, lunch time and social groups in the afternoon. A pub may be busy with customers throughout the day and then during the evening it may turn into a more social place. Flexible layouts enable venues to cater for these evolving needs.
Movable or adjustable furniture provides operators with more control of the use of the space. This flexibility may allow for maximum capacity seating and customer comfort. Due to changing customer demands, flexible areas are increasingly important.
Making small changes can make a big difference!
The layout of venue is sometimes considered a purely visual option. It actually has a direct impact on customer behaviour, satisfaction and consumer spending.
How visitors move around a premises, where they sit and how they feel while they are there can all have an impact on the success of your hospitality business. Simple changes to furniture setup and seating can make a big difference in the customer experience.
Planning a layout should be considered as tool for the venue owner/manager’s business, not just as an add-on. A space that’s designed for customer behaviour can often create a space that people enjoy coming back to again and again.
