The Process of Designing a Restaurant Electtrico - Case Study Example

INTRODUCTION ELECTTRICO, The very exudes the allure and scintillation of a romantic trysting place for lovers to lose themselves in. This, in a nutshell, is the service product this specialty restaurant aims to provide its discriminating fine-dining clientele. Needless to say, the challenge is considerable, not only for its hard-to-please customers, but more so because Electtrico is in the business of consistently creating an intangible that demands quality but defies demarcation. The marketing of a service such a fine-dining is acknowledged by marketing experts to be infinitely more difficult than marketing a tangible product, identifying the following characteristics of services: - Intangibility, or the inability to be touched or viewed, such that there is no definitive way customers can tell in advance what they will be getting; - Inseparability of production and consumption, wherein the service-product is being created simultaneously with the moment the customer is receiving it; - Perishability, such that production capacity cannot be inventories or stored for future use, and production during slack times cannot be put away for peak periods; and - Heterogeneity, or variability, of service involving people, since people's expectations, perceptions and reactions form an integral part of the service product. (Learnmarketing.net, 2009). In order to overcome some of these difficulties, manager's resort to designing the physical manifestations of the service evoking the quality of the service. For a restaurant like Electtrico, this means refurbishing interiors to reflect the warmth and romance of a lover's rendezvous that is at once secluded yet accessible. The setting is tranquil but effervescent, the lights subdued and hypnotic, the music playing sweet and intoxicating from the dining hall's grand piano. This completes the service theatre. And then the sumptuous repast comprised of the restaurant's renowned Italian-Mediterranean fare rendered expertly by its award-winning chef, washed down with gourmet wines from Italy's finest vineyards. Elegant setting, gastronomic delights, gracious attendants, complimented with the practical considerations of ease of parking and accessibility of location - these would be the essentials that would define the Electtrico experience. Situated in the heart of London's business district, Electtrico is geared towards the young professionals who, in their late twenties and up, have begun to develop the sophistication to enjoy fine dining. Currently situated on the lower level of a two-story edifice, the restaurant proper is complimented by a pizza bar where the young, single and available can meet new acquaintances. In fine, this paper will bring together suggestions for the restaurant's marketing mix by which it will attract its clientele and mount a bid to compete against the other Italian restaurants within a comparable niche segment while differentiating its service. This paper will determine the pricing strategy to be adopted, training for the front line employees, the physical evidence as previously described, and the process of orchestrating the entire experience. With the price being the major differentiating factor in any business, and keeping in mind the major target segment, the price at the restaurant can be fixed at a level which is just above the average so a balance is achieved in all respects. Also, this kind of a pricing strategy can attract other target segments in large numbers. This study will also harmonize all these elements into a cogent and strategic whole, so that Electtrico's management will be guided in the further choices and revisions it may wish to introduce. Ultimately, by these suggestions, it is expected that Electtrico will be able to increase its market share, improve customer retention, and establish a leading name in this industry. Benvenuto, caro amico! THE START OF THE FINDINGS . I Exterior of the restaurant 1.1 Architectural style and signage Restaurant visibility and accessibility constitutes an important element which ensures customer awareness and financial success of Ellectrico. Location in the heart of British metropolis already grants considerable recognition however internet and press advertisements ought to be also considered. Apart from marketing aspect, distinct signage and architectural style of the building should create a climate of exclusivity that would shape customers' perceptions and expectations. Siguaw and Enz argue that 'unique architectural approaches and designs' particularly attract potential customers (Countryman, p536). Substantial reconstruction of the building's exterior face would provide Ellectrico with a breath of spring and differentiation. It would affect patrons' curiosity and create the desire to explore. 1.2 Parking, Landscape and Access Management consider substantial reconstruction of the parking space in order to welcome approximately 50 cars and to provide ease in accessing the parking lot. Restaurant entrance would also be adjusted to diners with disabilities, to provide welcoming atmosphere for all guests (Baker, 2007). Red drooping flowers would be positioned in restaurant's windows whereas massive flowerpots with Italian trees would be located at the main door and first-floor restaurant's terrace. Customers entering restaurant's surroundings would be welcomed with a subtle floral scent encouraging them to explore further. Management's aim is to create a distinct exterior image that would convey exclusivity and attract high spenders eager to explore the interior of the Ellectrico restaurant. II Ambient conditions 2.1. Music According to Wilson (2003), music constitutes a significant element of physical evidence impacting upon service perception of potential clientele. Sophistication and distinctiveness are restaurant's major aims to convey via musicscape. Eliciting approach behaviours would not only retain customers, but also would expand the existing diner base by positive word-of-mouth. In attempt to create attractive and competitive ambience, Ellectrico's management considers modifications embracing: - Change towards compositional and genre music aspects, - Attentive selection of patent sound relevant to the upmarket brand image. 2.1.1 First-floor restaurant Provision of a peaceful and tranquil Italian music sound would create a romantic atmosphere on the first floor ensuring high dining comfort and encouraging the patrons to prolong their stay and to explore the menu. Slow tempo and volume of the sound would not only stimulate emotions and enhance their positive mood, but also influence customers' menu and beverage purchases. Research indicates that jazz and classical music, which may be revamped by soloist or piano presence, lead to customers' more elaborated choices, such as expensive wine purchases owing to sophisticated experience (Wilson, 2003, p94). Considerably diminished music tempo would also provide a positive experience at diner waiting times while classical music would enhance patrons' stay and spending. These assumptions are supported by Oakes (2003, p695) and Milliman (Caldwell 2002, p906-908) where the latter proved an increased diner stay in tranquil conditions by "15.03min". 2.1.2 Ground-floor restaurant Likewise, moderate loudness of the sound on the ground floor restaurant would contribute to funky, more relaxed ambience. Management's objective towards the ground-floor restaurant is to evoke the experience of young-professionals lifestyle which is fast and sophisticated. Congruity of music composition with target segment's lifestyle would surely attract and urge to return. Therefore, music would span jazz and popular Italian sound, creating moderate level of arousal to maintain pleasure of the diners and simultaneously to enhance the customer spending and turnover. The music genre is said to have a significant impact upon customer behavioural responses in terms of increased alcohol consumption (Wilson, p103). Provision of monitors and sound-proof walls would support gentler music dispersion across the two restaurants, thus intensifying diners' positive experience and encouraging return. 2.2 Scent Scent constitutes a significant element of restaurant servicescape impacting upon consumer's experience and brand image creation. Management considers modifications to two restaurant dimensions. Pleasant, delicate floral fragrance would be diffused around the first-floor restaurant to provide congruity with slow-tempo music sound. According to Mattila, 'similar level of arousal of scent and sound' positively influences customers' stay duration and purchase intensity (Matilla, p285). In contrary, the Venetian-themed restaurant would embrace subtle aroma of fresh coffee, grounded in place, with delicate scent of refined macaroni dishes served. The olfactory cues would considerably increase the product sales. Moreover, medium scent intensity would convey sophistication and quality that would not only affect customer perception of products, but also would bring memories of fantastic Italian holidays. Davies supports the application of fragrances as 'memory-triggers'. The study also indicated a considerable impact of customized scent upon brand loyalty (Goldkuhl et al, 2007, p1300). Moderate music sound and fragrance intensity would also enhance customer rotation on ground-floor. The objective is to diffuse smells that would evoke positive customer responses in terms of good product and service evaluation, enhanced expenditure and desire to return. Time spent is equally important, particularly in first-floor restaurant where subtle music and scent were adjusted to reduce the consumption speed. Finally, well-established scent would aid creation of exclusive brand image. In attempt to create highest quality ambience, Ellectrico's management would maintain standardized air quality and temperature, regulated by Intelligent Building system. In addition, smoking ban would hold within the entire building apart from specifically designated outdoor area. III Interior design I NEED A LITTLE PART ON THIS PLEASE!.......................... The main reason for Customers enjoying a restaurant, apart from the food is the ambience, which makes them relax. And the different hues and colours also make an impact on the customer's mood. There are different themes like the forest theme, the period theme, etc. that are implemented for an interior. It is observed that "the theme is according to the food available and this determines the type of guests visiting it" (ItsMyNeed.com, 2008). Also, the furniture and its arrangement and the general layout in the interior make a difference in the ambience. Interior of the restaurant makes a personal style statement as a trait of the restaurant staff and management as well as the people visiting it. Further, the themes and the layout should be according to one's original taste and liking and should be unique if changed regularly, would be the most important factor in attracting business. Moreover, another better idea would be of dividing the space available into different portions and have a multiple themed interior in the restaurant. This way guests with different liking can be accommodated at the same time. And also it is a better and innovative way to cut down competition. According to the Japanese belief, a natural environment would always be the preferred ambience for guests of any age group and category. Further, along with being affordable it offers the chance of easily changing the theme as when required. To start with the lobby and move on to the dining hall, customers make an assessment as to the kind of service they can expect. It is like reading the subtle message reflected by the ambience. Countryman and Jang observe that "the important common servicescape elements for any service setting are style, layout, colours, lighting and furnishings and hence, the physical environment has a direct impact on the human emotions" (2006). It is observed that the places of business that make the most and lively business are the ones that have taken the utmost care in these elements. Hence, the success rate of businesses and even homes can be directly linked to the ambience created by the light, colour, sound, furnishings, style an layout of the interior starting with the lobby or the patio as the case may be. IV Other tangibles 4.1 Staff dress code In order to convey exclusivity and influence positively customer service perception, restaurant would differentiate by designer uniforms for staff. Zeithaml argues that employee dress code impacts considerably upon the patrons' perception of 'the level of service (...) likely to occur' (Shao, p1165). Smart, designer uniforms would provide a patent climate of sophistication, create a high quality service perception and would position the restaurant as an upmarket hub. Management would order extraordinary apparel models from Italian designer Cavalli. Apparel would embrace: plain, elegant tuxedo uniforms for waiters operating in the romantic, upper restaurant whereas modern Venetian gondolier-themed uniforms for the ground-floor part. 4.2 Others Sevicescape also considers the importance of minor elements such as "business cards, stationery, billing statements and brochures" (Hoffman, 2003, p322). Elements provided with the restaurant's name and details could convey a symbolic meaning and influence customers' perception regarding Ellectrico's market position. Particularly, well-designed business brochures and season cards would create a feeling that the restaurant takes the patrons under its care. V Service process (you can modify this part) I don't know if you want to put your part here. In the service process in the restaurant, the waiting time can be made to be utilized by providing recreational activities like in a casino, etc. So it serves a double purpose of recreation as well as dining. Further, arranging gifts like a flower, small and useful material things and play cards with beautiful quotations or sceneries which people would love to have in their collection. This on one hand increases customer's loyalty and brings him back repeatedly. Further, customized service when customers walk in can greatly enhance the chances of total satisfaction of the customer. Written hints by the front-line employees based on their interaction with the guest can be very valuable and help the Manager to oversee the customized service to every guest thereby instilling a sense of service-orientated approach in general and should help the restaurant have an edge over their competition in being a unique yet simple approach to customer service and hence become unbeatable. The approach of going the extra mile would earn the faith of the customers for a long time. Further, the written suggestions and feedback by the front-line employees can be used by the management during appraisal and determine the employee performance as performance of the front-line employees plays a major role. 5.1 Waiter - diner approach According to Dutta (2007), inefficient customer service is one of the major reasons for negative client experience in restaurants. In an attempt to provide high-focused service to all diners, Ellectrico's management would provide employee training on "psychological techniques", suggesting the most effective ways to approach guests and sell the products. (Soriano, 2002, p1057). Application of newest technology to record orders would facilitate instant service. Likewise, management would decrease the number of tables attended by waiters, from 6 to 4 and consequently, limit the diner's waiting time. Customers would be given individual consideration and psychological assurance that their interests are ministered to smallest detail. The strategy appeared successful for American-based Stir Fry chain (Bertagnoli, 2008). Improved service would create positive diner experience and would enhance purchase behaviour. CONCLUSION It is observed that the process of designing a restaurant involves many different aspects and is discussed in the previous sections. Along with the exterior of the restaurant the interior too plays a significant role in determining the restaurant's success. Other factors like the service and impact by the front-line employees, a dress code, recreational activities during wait time, last but not the least, acts of benevolence through giving small gifts the customer looks forward to collect are key factors responsible for a restaurant's success. References - 2008, "Restaurant Interior Design For Better Ambiance", May 26, 2008, accessed on March 06, 2009 < http://home.itsmyneed.com/interior-design/restaurant.html>. Countryman Cary .C, Jang SooCheong (2006), "The effects of atmospheric elements on customer impression: the case of hotel lobbies", Emerald Group Publishing Limited, Vol. 18, No.7, pp534- 545, Accessed on March 07, 2009 < www.emeraldinsight.com/0959-6119.htm> . Read More