Customers are becoming increasingly discerning about why and how they consume food whilst out of the home, in keeping with ever growing choice and quality.
As a result, their relationship with the F&B industry is changing, and they are asking for more of an emotional connection with the venues they choose to act as an extension of their familial dining experience. When one spends a lot of time talking to people and questioning their eating habits, it becomes clear that what they are looking for is more intimacy, a real sense of recognition and a sense of closeness with their favourite eateries. Consumers are now looking for deeper meaning with what they consume.
How does this notion affect us as commercial interior designers?
We need to start by understanding that successful design now involves offering guests a sense of belonging to a community as well as feeling comfortable and sociable in their chosen restaurant. When we understand that communities are built around emotional authenticity, we see that the job of a great design house is to ensure that the customer journey is as close to the concept’s philosophy as possible.
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In a challenging and competitive market like the UAE, responding to customers’ needs is important and venues also need to connect with a number of different segments.
With innovation being a new buzzword, and with increased competition in the crowded F&B market, a lot of brands are feeling the need to become all things to everyone and are subsequently losing their DNA. Losing sight of core values and what they stand for leads to a less sincere customer journey and ultimately, a loss in revenue, so it is something we try and help clients to avoid.
Understanding and respecting the integrity of an F&B concept is a key. Everyone can innovate but innovation doesn’t have to always be about a new concept, and there is a need to understand why we are doing something.
We are currently seeing a lot of innovations promoting a return to the roots to bring back a sense of ‘home comforts’ and to create or re-create this sense of belonging. Opening your mind and bringing more depth to your concept will ensure you stay true to your brand.
Sarah-Jane Grant is one of the region’s most respected design experts, with a particular passion for F&B. She has successfully guided the Dubai arm of LXA as director over the past five years. Email her at sj.grant@wearelxa.com or follow her on Twitter: @LuxeSJ
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