The atmosphere in a restaurants should project a feeling of friendliness and comfort
The atmosphere in a restaurants should project a feeling of friendliness and comfort, be attractive and interestingly different. People are attracted to a restaurant by more than just good food. Though important, good food is only a part of the total
dining experience. Equally important is the way people feel while in the restaurant. This physical and emotional response is a result of the atmosphere, the total environment to which customers are exposed.
made up of everything that makes an impression on people. The building design, decor, interior color scheme, texture of the walls, service, and the food create the atmosphere. The right atmosphere can relax guests and generate good feeling and repeat
customers. The proper atmosphere can make the food, service and whole dining experience seem better.
People want a dining experience, an escape from problems and everyday surroundings. The atmosphere is remembered long after the meal is finished:
Sight: The perception of sight is a question of acceptability to the eye. Sight perception involves color, lighting, harmony, contrast, order, and space. Many sight needs are subconscious, yet are an extremely
important ingredient of the total atmosphere. A waitress with a dirty uniform and grease smears on the menu are sights unacceptable to the customer's eye. More pleasing sight perceptions are candlelight, clean linen tablecloths, and a neatly set table.
Touch: The texture of the walls, curtains, tables, and floors have a "feel" to the imagination. Walls that are smooth and hard may reflect a harsh, cold feeling. Fabric covered walls may produce a feeling of warmth and gentleness.
The perception of body contact, seat comfort, floor contact, etc. all contribute to atmosphere.
Smell: Smell involves both pleasant and unpleasant odors. Smells can positively contribute to the atmosphere. The aroma of
fresh brewed coffee, oven-baked bread, fresh cut flowers, and a pine scented breeze can heighten the appetite. Negative smells involve offensive kitchen odors, body odor, food scraps on the floor and table, garbage, and rancid grease.
noise level of conversations, serving staff, kitchen sounds, and music affect the atmosphere. The level of noise acceptable to the ears is a function of age. The older the age group, the less the intensity of noise which is acceptable.
temperature of the dining room and food influences the individual's perception of the atmosphere. A comfortably warm room and hot food portrays a feeling of high quality, elegance and a slow leisurely meal. Fast-food restaurants needing high turnover to earn
a profit usually keep the dining room temperatures cooler in the winter to encourage people to eat faster. Variations from normal temperature are noticed quickly since most people are very sensitive to temperature.
is affected by the tempo of service, length of time to produce the meal, and the time given to eat the meal. The tempo of the dining experience should correspond to the image of the restaurant. Normally, the tempo in a luxury restaurant is more leisurely than
the tempo in a fast-food restaurant. There is also a difference between apparent tempo and real tempo. For example, the service personnel may appear to rush about in a great hurry providing fast service. Actually, the service may be quite slow. People measure
the desirability of a restaurant's atmosphere by their senses. It is important that the perception of the atmosphere be one of comfort, ease, and acceptability.