Design is often called a visual language because it can convey many messages without using words. Setting the right tone at your restaurant’s entrance is, therefore, an essential factor in its success.
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Exterior Design of Restaurants
The exterior of your restaurant provides guests and potential guests with a visual hint of the experience they can expect inside. While no single element can instantly convey everything you want, the right combination of elements can achieve just that. Through our extensive experience furnishing countless venues, we’ve come to appreciate the impact a well-designed entrance has on a restaurant’s success. Below are six factors to consider when designing your venue’s entrance:
Where Are Your Customers Coming From?
This may seem like a simple question, but it’s actually a bit tricky. First-time or inexperienced restaurateurs might think it doesn’t matter where customers are coming from as long as they are coming. However, the best approach is to break this question down into several smaller ones.
For example, are your customers arriving on foot, by car, or by public transportation? These factors play a role in how to design your entrance. If most customers are arriving on foot or by car, their visit was likely planned, meaning you can keep the entrance understated, saving on costs while suggesting a more exclusive and private experience compared to other venues.
If, on the other hand, you rely more on walk-ins and impulse visits, then you should consider a more visually attractive and eye-catching entrance to draw customers to your restaurant rather than to the one further down the street.
Class vs. Glass
In our daily lives, we often see designs that use glass to convey opulence and wealth, which is true for large office spaces or private homes. However, in the restaurant business, glass doors and windows tend to have the opposite effect. Customers generally perceive glass entrances as more downscale, associating them with fast food restaurants, diners, and coffee houses.
If you own a venue of this type, a glass entrance can be a good fit. Just remember to keep it spotless by cleaning it daily and to maintain your interior, including commercial furniture, as appealing as the entrance to attract customers and make them feel your establishment is worth entering.
If, on the other hand, you’re aiming for an upscale, high-end look, consider wood doors with small windows or no windows at all in the front walls. For a more modern, industrial aesthetic, which is popular in many urban areas, a metal door could be an excellent choice.
Entrance Construction
Awnings, canopies, upright plantings, or other decor around your doorway can also make a strong impression on patrons. Inexpensive yet eye-catching features like wine barrels or upright plants can attract the attention of passersby and, when chosen thoughtfully, convey the type of dining experience they can expect.
For instance, a wine barrel or a humorous waiter statue may suggest a more casual venue, such as a bistro or rural-style dining, compared to a wooden stand displaying your menu, which may create an impression of a more upscale experience.
Using different colored pavement tiles and a noticeable entrance mat can help your restaurant stand out among other commercial businesses nearby. This visual cue may attract those undecided about where to dine, drawing them to your establishment instead of passing it by.
Another important factor is how restaurant tables are positioned near the entrance, both inside and outside. Guests expect a certain level of privacy and comfort while dining, so seating them too close to foot traffic may be distracting and diminish their experience, potentially deterring them from returning.
Keeping Up Appearances
Lighting, colors, and signage are all crucial when designing your restaurant’s entrance. Bright, highly saturated colors are typically associated with casual, "fun" restaurants, while dimmer, warmer lighting suggests a more upscale ambiance.
An often-overlooked aspect is the font used on your sign. The font choice can communicate a lot about your restaurant’s atmosphere. Some fonts are perceived as formal, while others feel more casual. Mixing fonts can seem unprofessional and may confuse potential customers about the type of dining experience to expect. When creating your sign, it’s a good idea to consult a graphic designer to help select a font that best represents your venue.
Lastly, keeping your entrance appealing and well-maintained is as important as its initial design. Keeping the entrance trash-free should be a top priority. Burned-out bulbs, dried plants, and cracked pots are major turnoffs and can give the wrong impression about the overall cleanliness and attention to detail within your restaurant.