Design influences F&B profit, studies confirm

Presenters at the Caterer Middle East Food and Business Conference 2015 shared studies confirming the influence of design and aesthetics on consumers’ perceptions of the level of service, and time and money spent at an F&B outlet.

H2R Design director Jacqui Shadoock said: “The most important consideration when designing a space is the people using it and your staff.

“Studies have shown that atmosphere and venues can actually influence the customers’ perception of service quality and food quality regardless of what actually quality levels are.

“So the atmosphere can influence how we behave, spend, how long do we stay and many other things. It comes down to defining what behaviours you want.”

The presentation touched upon impacts of other physical elements, like lighting, design layout, furniture, and music, and how restaurateurs can play with them to influence customer behaviour.

“The second most frequent complaint in a restaurant is noise. Having said that, it actually has been recognised that the younger demographics prefer and enjoy a restaurant that is alive and abuzz. The fact is, when the music in a bar is 22% louder, they drink 26% quicker,” said H2R Design’s co-founder, Husain Roomi.

The Caterer Middle East Food & Business Conference took place on March 3, 2015 at the JW Marriott Marquis Dubai, and was sponsored by du, UKR, Pulsar Foodstuff and American Garden - Professional Host.