Restaurant Design: Sometimes Great Food and Service Just Aren't Enough

"Taste is only one of our senses. Restaurant patrons want an authentic experience in an environment that speaks to them and their needs," says San Francisco restaurant designer/architect Shawn Alexander.

A principal architect at AXIS Architecture + Design (www.axisonline.net), Alexander is a 20-year veteran in design/architecture. Some of his projects include Momo's, Elroy's and 301 in San Francisco and P.F. Chang's in Walnut Creek, CA and at the Aladdin Hotel in Las Vegas. He recently completed Edgar's Restaurant at the five-star Quail Lodge Resort and Golf Club in Carmel, CA and a new design and construction of San Francisco's famous soul food emporium, Powell's Place.

Though differing in style, Alexander's restaurants have one thing in common: a unique sense of place that provides a whole range of sensory impressions. "It doesn't matter whether I'm designing a sleek elegant room or a lively family-style bistro. I want to make certain that diners experience their meals with their sight, sound, touch, as well as with taste."

Owners and managers need to decide precisely what they're offering, says Alexander. For example, is the restaurant aiming for excitement or for a more relaxed and soothing environment?

"All design decisions relate to this question," Alexander says, "because it defines that unique sense of place and how the customer experiences it."

Restaurateurs contemplating a new design or renovation should consider Alexander's eight tips for design:

1) Develop a vision. "First of all, restaurants must create a setting that speaks to the customer," says Alexander. He helps restaurateurs develop a vision of what the restaurant is about. Is it casual or formal? Upscale, mid-scale or budget? Who are the target customers? What kind of ambience is desired? Do the price points match the setting? The locale? Does the design and construction budget match the client's expectations?

2) Design for functionality. "The kitchen and the bar must work together, period. Everything else follows," he says. Can servers move easily? Do traffic patterns ease congestion for staff and customers? Can drinks be served quickly? Is the kitchen designed to professional specifications and culinary requirements? "Don't forget -- a happy chef is a good chef," says Alexander.

3) Maximize the vision. Alexander creates visual cues through the use of materials, textures, color and seating and tabletop accessories such as dishes, silver and glassware. The vision must enhance the guest experience and guarantee that decorative elements work in harmony. Is there synergy between the visual elements and every aspect of the guest experience? Do design elements reflect the intended ambience and customer expectations?

4) Design to define space. Large spaces can be parceled into smaller, more intimate ones through, for example, the use of screens, booths and banquettes. Large airy spaces can benefit from grand architectural elements such as columns and visual elements like fireplaces. Mirrors can be wonderful design tools, too, Alexander says, because they expand the sense of space and eliminate emptiness. Besides, he adds, "they're wonderful for people-watching."

5) Capitalize on color. Color has a vast psychological influence, according to Alexander. Used skillfully, color conveys ambiance and attitude and provides an ideal backdrop for culinary offerings. For example, spicy foods may be best enjoyed amid rich, bright colorful rooms done up in red, yellow and orange. Think definition: dramatic shades of black, gray or mauve spell sophistication while a backdrop of neutral pastels might enhance a more mainstream menu offering.

6) Don't neglect acoustics. Nothing spoils a dining experience more than bad acoustics. Use materials, textures and shapes that create a pleasurable sound environment. Effective use of draperies, carpeting and acoustical and ceiling tiles can go a long way toward eliminating unwanted sound effects.

7) See the light. A favorite application of lighting is its use to dramatize focal points. A piece of artwork, an unusually textured wall or the dining tables themselves – all can be illuminated for effect. Tabletops bathed in pools of light in a semi-dark room, for example, create a sense of intimate space in which the diner's attention can focus on plate presentation. Brightly lit spaces with high ceilings convey a sense of energy and vitality while a cozier feel can be achieved with low ambient lighting supplied by wall sconces or lamps.

8) Use ceilings to enhance design. Well-designed ceilings act as a background, pulling together the room's lighting, color and texture. They can define space in an otherwise open room. Ceiling height can modulate a room's sense of openness or intimacy while elaborate ceiling design provides a rich visual experience that enhances the design theme.

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