Keep it Fresh
We all know that when you own and operate a restaurant, there are hundreds of moving pieces that you need to be on top of. Operations take priority and your time management skills really need to be sharp. But what about the physical space itself. A lot of owners have taken over an existing business, but even if you have a new, start up concept with a brand spanking new interior, time and daily traffic takes its toll. You need to budget, not only for repairs, but for updates and the occasional refresh as well.
As the old saying goes, you need to see your restaurant from the guest’s perspective. Everyday, you should enter through the front door, not the back. Take a close look at the things we often take for granted. We get so used to seeing the things we see everyday, we can often miss the little stuff. If you are starting to realize you're not seeing your regulars as often as you used to, or if new ones are not replacing them, it could be a sign. We all know the main focus of any restaurant has to be the two constants…what’s on the plate and how’s my service. But the sooner or later, the environment comes into play. The business is so competitive now, odds are you have a new place that just opened up down the street or around the corner, so a fresh, clean space is so important and it may just get new customers in the door and keep the regulars feeling like you’re in the game. Updates keep your business relevant and inviting, but the prospect doesn’t need to be overwhelming. Make sure you give the customer facing spaces regular attention. Obviously, bathrooms need to be clean and orderly, but keep them updated and fresh. Eye appeal means everything when it comes to a restroom. Any place where a customer walks through, is seated or can see, should be first on the list.
One of the least expensive, easiest and most effective things you can use has been around a very long time. Paint! You should probably add a new coat of paint every year or two. The good news, you can do it overnight when the restaurant is closed, so you won’t be sacrificing hours of operation or sales. And for low cost it offers high impact. Colors and different shades will add light and energy to your room.
Check your tables, chairs and soft seating often. Nicks, chipped paint, scuffed edges and torn banquettes send the wrong message. If you wouldn't put up with it in your home, don't make your guests look at it either. Change your tablecloth color, if you use them, or even the color of the napkins. Anything you can change affordably on your table- top will give the signal that you're staying fresh and paying attention. Even the server's uniforms. This will get the staff charged up and makes a difference in the overall look and feel of the place. I had one client that changed the glassware, china and silver every two years. You may not be able to afford that, but you get the idea. Keeping up with trends doesn't only apply to food and beverage!
As any designer will tell you, lighting is everything. Sometimes just changing the type of bulb or a fixture can really make a difference. We eat with our eyes, so lighting focused on the table sets a whole new tone and ambiance. We all know, restaurants are theater and we're all on stage. Go to any live stage production and you will see that the lightening makes the scene. Mirrors can be effective as they too, play with the light! How about rearranging your tables, create new and intimate seating areas. If you haven't done some kind of update to your space in the last 24 months, it is probably time.
Easier said then done you say! Well, not really. The key is to stay on top of it. Do the little things on a regular basis...even creating a schedule can keep you on track. If you let this stuff go too long, then it becomes overwhelming and costly. Maybe, take it area by area. Do one part of the restaurant at time, then work your way around. Before you know it, the little changes will make a big impression. And don't even get me started on missing lights on your sign or fingerprints on the front door!! Don't be afraid to ask for help. Sometimes a new set of eyes can point things out and offer suggestions on things you just don't see anymore. Point is, this business is constantly changing and keeping in step keeps your customers, and you, engaged. As I like to say, if you're not moving forward, you're moving backwards!