Fast-Tracking Foot Traffic

A restaurant’s aesthetic encompasses the tangible elements of the restaurant environment that contribute to its appearance and appeal. Some of these elements are visible from the street—like architecture and signage—while others are only visible inside the restaurant’s four walls—like paint color and lighting. While curb appeal is a significant driver of foot traffic, we’ll focus on the interior.

A restaurant’s interior aesthetics are impacted by a variety of elements. First, and perhaps the most obvious, are the physical aspects within the restaurant that appeal to the human eye. This includes stylistic choices such as paint, furniture, lighting, décor, artwork, signage, and menus within the space. By starting with a vision for the aesthetic they’d like to achieve, restaurants can ensure each and every element contributes to this vision to establish an aesthetic that is both cohesive and appealing.

The technologies a restaurant uses play an important role in maintaining the desired aesthetic. Technologies should be modern,

elegant, attractive, and unobtrusive—enhancing rather than detracting from the space’s look and feel. In addition to impacting a restaurant’s aesthetic, the technologies a restaurant uses also make a powerful statement about its level of innovation, security, and commitment to customer satisfaction.

Before we move on from the aesthetic pillar of the restaurant experience, let’s discuss digital aesthetics. For modern restaurants, social media is an extension of external and internal aesthetics. In fact, it is often the first encounter a potential diner has with the space.

A restaurant’s website and social media presence is utilized often by potential customers to see if the aesthetic is up to par with their standards. 60% of Gen Z and 55% of Millennials³ look for photos of food on a restaurant’s website to decide if they want to eat there and 50% of Gen Z and 44% of Millennials⁴ say a restaurant’s website discouraged them from visiting because the food photography wasn’t enticing.

In contrast to aesthetics, which focus on the things we can see and touch, a restaurant’s atmosphere is focused on the things we can smell, hear, and feel. This can refer to noise level, music, perceived authenticity and energy, as well as the restaurant’s flow. These elements, while subtle, shape a customer’s attitude towards the space. 

Creating a warm, welcoming mood in your space that customers want to frequent begins with the employees. Staff interactions and attitudes towards customers can build loyalty, encourage repeat visits, grow sales, and foster meaningful connections with customers. 65% of customers appreciate when restaurants remember their names and 50% like when restaurants recall their favorite drink.⁵ These small touches enhance customer intimacy, which transforms the restaurant experience from cold and passive to warm and familiar.  Many elements that contribute to the atmosphere begin the moment a customer enters the restaurant, making this pillar a critical piece of the experience puzzle.

When a customer walks in, they are immediately met by the space’s sound—including its noise level and music. An optimized acoustic design can positively affect comfort levels and communication within the establishment. Consider where your speakers are placed, the layout of your furniture, and the material chosen for your walls and floors. In addition to noise on a conversational level, most restaurants incorporate background or live music in their space. Choosing the right music is a major aspect of ambiance. According to one study, playing on-brand music in-store can increase sales by 9.1% if the music fits the energy of the space.⁶

Again, technologies are critically linked to the atmosphere. Interfaces that are easy and even enjoyable to use create an ambiance that is customer-centered. Coupling autonomous kiosks with smiling crew cultivates an ambiance that is friendly and human. Harnessing table side tablets or kiosks creates an ambiance that is approachable and focused on convenience. The way these solutions work together can create an atmosphere that is inviting and service oriented.  

Amenities are services or offerings that go above and beyond good food and are most often aimed at enhancing convenience, utility, or enjoyment for guests. Research tells us that the modern customer not only desires more than food—they expect it. When deciding which restaurant to go to, 78% of customers consider convenience level,⁷ and more than half of consumers utilize loyalty programs for dining.⁸  

One amenity that is valued by the modern customer is WiFi. In addition to improving the speed of payment processing, offering guests Wi-Fi transforms the restaurant into a space where guests can not only eat but also work and socialize.

Amenities can also take the form of discounts or rewards. In recent years, many restaurants have adopted loyalty programs as a way to reward customers who frequent the restaurant.

Loyalty rewards can take the form of points, exclusive perks, discounts, or special events, fostering a sense of belonging and appreciation among regulars. A strong majority (70% of patrons) say reward programs are a meaningful part of their brand relationships,⁹ emphasizing the power of personalized amenities to boost loyalty and sales.

Assembly refers to the interconnected relationships, interactions, and contributions between people. Because we are communal by nature, assembly is one of the number one reasons people choose to dine in person instead of at home. Restaurants that embrace and build upon our natural inclination towards community are winning the fight for foot traffic.  

With 80% of diners expecting restaurants to be active in their community¹⁰, it is crucial for restaurant owners to begin building an environment worthy of assembly, starting with building relationships among your local community. Begin by forming connections with local groups and adjacent businesses and inviting them to hold events in your space. Other ways to encourage group events include providing exclusive discounts to larger parties or to specific cohorts of customers and ensuring the structure of your space in a way that’s conducive for larger groups to convene.

In addition to encouraging customers to hold events in your location, schedule events of your own. Host music nights, trivia competitions, sports nights, themed dinners, and more to bring people together and encourage social interaction. Assembly gives your customers a powerful “why” to prompt in-person dining, and with larger groups comes larger sales.