Interior design impact
Refurbishing an outlet requires time, money, patience and understanding — from customers as well as outlet staff. The big question is, do the ends justify the means?
Emirates Golf Club’s May is keen to emphasise that the decision to revamp the classic Le Classique has “definitely had a positive impact on business”.
“The food quality has not changed, so we have retained our fiercely loyal clientele. However business levels have definitely increased and the feedback we receive is that the décor now matches the food quality,” he explains.
Kempinski’s Garcia Olm is equally enthusiastic, saying that guests at the refurbished outlets “feel so comfortable in the plush surroundings that the turnaround of tables actually takes longer”.
Al Bustan’s Zamora believes the hotel-wide refurbishment brought the outlet interiors in line with the standards expected from guests visiting the established property — but feels the inclusion of the new VUE outlet has really put Al Bustan on the region’s F&B map.
“The dining experience at VUE by Shannon Bennett is so unique, that people travel from different parts of the world just to try it out,” he asserts.
“But of course we also enhanced our whole range of F&B offerings, so now our customers have more choice.”
At Creekside, the new look has also been well received by the regular clientele — although Wade notes that “under the present economical climate, it is difficult to assess whether the business would have increased if the conditions had not changed from the first half of 2008”.
Advertisement
Right time for a refurb?
Despite the trials and tribulations of outlet redesign, the end results appear overwhelmingly positive: but when push comes to shove, would F&B operators with experience of refurbishing within the past couple of years recommend the same course of action to other businesses? Sheraton’s Wade says most definitely.
“This is best time to invest in the future; during times like these, fewer guests are impacted by the inconveniences of construction and this conveys a positive outlook to our guests,” he points out. “The current economic climate is exactly that, current — and thus it is advisable to reinvest in the business so that as the climate improves, you have a competitive edge and can capture more than a fair share of your market.”
However Emirates Golf Club’s May says he does not believe refurbishments should necessarily taking place simply to capitalise on economic situation; he sees such rejuvenation as a matter of course in this fast-paced market.
“The dynamic nature of Dubai’s F&B industry means that outlets cannot afford to rest on their laurels. Outlets need to keep their finger on the pulse and with new and innovative concepts opening weekly, it is so important to reinforce what makes your product special,” he emphasises.
Al Bustan’s Zamora agrees that outlets in the Middle East need to “continuously offer something new to their customers to maintain loyalty and attract new business”.
“Interior design is just as important as maintaining the quality of food and service; if first impressions count, then the overall ambiance must impress,” he insists.
But like Sheraton’s Wade, Zamora cites the current economic climate as a boon for the interior design industry.
“Most businesses are taking a closer look at growth strategies during the recession; it’s a time for reflection and for taking steps to improve their F&B offerings,” he says.
“For restaurants, refurbishments are a great way to make a statement and remain competitive. Customers are becoming more discerning during the financial downturn; they will only spend money if they feel they are getting real value.”
The lesson is clear: outlets that are losing their competitive edge should not be afraid to embrace a new interior concept.
But at the same time it’s important to remember that redesign is not just about grabbing hold of the latest, craziest trend and spending a fortune plastering it all over your outlet.
It’s about making a careful, considered decision regarding the future of your business; and done correctly, you will undoubtedly see your new interior paying dividends.
Search our database of more than 2,700 industry companies
