There are many factors aside from the quality of the food served that can influence a customer’s experience while they are dining, whether this be at a formal or fast food restaurant. Setting the right mood, or ambience, plays an important role in customer satisfaction as well as customer retention.
Customers want the full experience
When customers go out to a restaurant for a meal, they go for the full experience, not just for the food itself. They want to be treated and feel special, and the ambience of an establishment most certainly contributes to these feelings. The right ambience will allow customers to look around and enjoy themselves, and maybe even stay longer than they planned, simply because they want to soak in the atmosphere of the place.
Eating out is a sensory experience
Going to a restaurant is an experience that involves all of the senses – not just taste! The music playing can have a great impression on customers, so choose tracks that suit your demographic and the image your restaurant is trying to project. Make sure the colour scheme in the restaurant matches and is not jarring on the eyes, as this may deter customers from coming back. Try and keep an eye out for chairs that aren’t tucked in properly or masses of uncleared tables, as this conjures an atmosphere of messiness that will most certainly detract from the tone you are trying to set.
It will make the food taste better
If a restaurant has the right ambience to match its product, then the customers will feel more at home and relaxed while they dine. When paired with fine food, the right atmosphere will have customers enjoying themselves more, and consequently, enjoying the food more as well.
It will help you retain customers
Customers who feel comfortable in your establishment will want to keep coming back for more. If you get the ambience right in your restaurant, there is a higher chance of customers feeling satisfied with their experience. It might even get them talking to their friends and recommending them to your establishment. Word of mouth is still one of the most powerful means of advertising, and you can capitalise on this by simply make sure that you have the right ambience for your restaurant.
Ambience is important in all stores, but especially restaurants, as customers do dine out for the experience as well as the food that is served. If you’re not sure what type of ambience you should have in your restaurant, or if you think you haven’t quite hit the nail on the head, you can recruit a friend to give you some honest feedback. If you think you need a more professional opinion, specialist shopfitters like TU Projects can help you figure out what is right for your particular establishment.
What are your thoughts? Why do you think ambience is important in a restaurant, or what are some examples of restaurants you have visited that you think have used ambience effectively? Are there any places you have visited that you think need to totally revisit the atmosphere they are projecting? Leave your comments down below.