Turning the Tables: The Psychology of Design for High ...

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Turning the Tables: The Psychology of Design for
High-Volume Restaurants

Stephani K. A. Robson

Cornell University, skr4@cornell.edu

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and Restaurant Administration Quarterly, 40(3), 56-63. Retrieved [insert date], from Cornell University, School of Hospitality
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Turning the Tables: The Psychology of Design for High-Volume
Restaurants

Abstract
The use of colors, sounds, sights, and smells can be applied to restaurant settings to encourage a high customer
volume and fast table turns.
Keywords
facilities planning, interior design, high-volume restaurants, consumer volume, psychology, table turns
Disciplines
Food and Beverage Management
Comments
Required Publisher Statement
© Cornell University. Reprinted with permission. All rights reserved.

This article or chapter is available at The Scholarly Commons: http://scholarship.sha.cornell.edu/articles/123

Turning the Tables

The Psychology of Design for The use of colors, sounds, sights, and smells can be applied to
High-volume Restaurants restaurant settings to encourage a high customer volume and
fast table turns.
by Stephani K.A. Robson

M
ost observers would say
that chain restaurants are in the
business of selling food. A strong
counterargument is often made that
these restaurants sell experiences,
that food plays an important but by
no means the only part. From the
restaurateur s viewpoint, however, a
restaurant s true inventory is the
availability of a seat for the duration
of the meal experience.1 To be able

1 Sheryl E. Kimes, Richard B. Chase, Sunmee
Choi, Philip Y. Lee, and Elizabeth N. Ngonzi,
"Restaurant Revenue Management: Applying
Yield Management to the Restaurant," Cornell
Hotel and Restaurant Administration Quarterly,
Vol. 39, No. 3 (June 1998), pp. 32-39.

Stephani K.A. Robson is a lecturer in
property-asset management at the
Cornell University School of Hotel
Administration «skr4@cornell. edu»,
where she received her undergraduate
degree. She recently earned a Master of
Science degree in human-environment
relationsfrom Cornell.

©1999, Cornell University

56 s M\ M HOTEL AND RESTAURANT ADMINISTRATION QUARTERLY

FOCUS O N FOO D S ERVIC E

to increase the volume of sales, one ing in information about our envi- taken that perceptual inventory.
needs to expand that inventory by ronment and using it to make con- Environments that we can quickly
increasing the number of available scious or subconscious judgments take in and comprehend are the
seats. Owing to the physical con- about our surroundings. In fact, ones in which we can perform most
straints of most restaurants, adding we've become so good at interpret- effectively and efficiently.
seats is not feasible. That leaves only ing environments, we need only a
one good way to increase inventory: small subset of the cues that most While stimuli help us adapt our
turning tables more rapidly. settings give us to understand the behavior for an environment, they
world around us. If we were to ab- can also wear out their welcome. As
Methods of increasing service sorb all the information that each our exposure to a particular stimulus
efficiency and thus increasing seat environment presents, we would be increases, our perception of that
turnover have been explored in barely able to focus on anything stimulus decreases, and we begin to
depth.2 Improved server training is else! Therefore, we sift, simplify, and seek new information. An example
one popular approach;3 another is structure the information we receive of that is our inability to hold a
using operations engineering tech- through our senses to reduce in- static image in our line of sight: we
niques to identify and correct ser- coming stimuli to a manageable constantly move our eyes around an
vice bottlenecks.4 But little attention level. image to keep providing our brains
has been paid to the power of the with new, stimulating information.
restaurant environment itself to con- Human beings shift constantly Too many stimuli competing for
tribute to table turns. between three modes of perception: notice, on the other hand, can con-
the operational mode, in which we fuse us or send us conflicting mes-
The young field of environmental concentrate on only those elements sages. The result is sensory overload
psychology offers a growing body of of the environment that will help and the desire to reduce the incom-
research and theory that can be ap- us accomplish a task; the responsive ing stimuli by shutting down the
plied to making restaurants more mode, our everyday noticing of senses or by changing or leaving the
effective and efficient. This paper things around us; and the inferential environment.
presents a summary of how consum- mode, in which we focus our atten-
ers manage and apply their percep- tion on those elements that support The Approach-Avoidance Model
tions of environments, notes some our image or knowledge of an envi-
key environmental-psychology find- ronment. Each mode directs our One prominent theory of environ-
ings, and outlines ways that chain attention to different stimuli, and mental psychology is that human
restaurants can apply the findings, the most successful environments behavior in a given setting is largely
citing examples from successful (i.e., those that are effective at sup- a result of the interplay of three
chains. porting and encouraging the desired distinct perceptual factors: pleasure,
outcomes) provide us with informa- arousal, and dominance.5 Various
Perceiving the Environment tion on all three levels. combinations of those perceptions
can either attract us to an environ-
Perception is a continual process. We are most comfortable when ment or cause us to avoid it.
Every waking moment we are tak- that information relates strongly to
something familiar or well under- Mehrabian and Russell describe
2 See: James A. Fitzsimmons and Gavin B. stood, either an activity (like ap- pleasure as a measure of how much
Maurer, "A Walk-through Audit to Improve proaching a hostess stand), a concept we like an environment and arousal
Restaurant Performance," Cornell Hotel and ("family restaurant"), or a sensory as a measure of how an environ-
Restaurant Administration Quarterly, Vol. 3 1 , No. 4 property (crunchy). We continually ment stimulates our perceptions or
(February 1991), pp. 94-99; Brian T. Sill,"Capac- scan our environment for elements excites us. In general, arousing envi-
ity Management: Making Your Service Delivery we can readily understand to help ronments are those that are com-
More Productive," Cornell Hotel and Restaurant us determine what actions and atti- plex, providing high volumes of
Administration Quarterly, Vol. 3 1 , N o . 4 (February tudes are most appropriate. We hold information to all the senses at once.
1991), pp. 76-87; and Ken Smith, "Blueprinting our hand above a sizzling platter to Mehrabian and Russell further
the Restaurant for Improved Service Quality," find out if it is safe to touch, and we point out that the relationship be-
Journal of Hospitality and Leisure Marketing, Vol. 2, stop in doorways and at the tops of tween arousal and pleasure is shaped
No. 4 (1994), pp. 21-35. stairs to get our bearings and evalu- like an inverted U (i.e., fl): the de-
ate our surroundings before con-
3 For example, see: Peter Jones, "Managing tinuing. For most of us, it is discon- 5 Albert Mehrabian and James A. Russell, An
Foodservice Productivity in the Long Term: certing to take action until we have Approach to Environmental Psychology (Cambridge,
Strategy, Structure and Performance," International MA: MIT Press, 1974).
Journal of Hospitality Management, Vol. 9, N o . 2
(1990), pp. 143-154.

4 Brian Sill, "Operations Engineering: Improv-
ing Multi-unit Operations," Cornell Hotel and
Restaurant Administration Quarterly, Vol. 35, N o . 3
(June 1994), pp. 64-71.

gree of pleasure increases as arousal erately to highly arousing and that
increases, up to a point, beyond allow users to control their own
which pleasure drops as increasing actions are most preferred across all
aj&Ufl^&tads to overstimulation.6 measures. However, if settings are
B^H^fe^p^ple have diflferent levels perceived as too highly arousing, the
rfUg^ibif eking behaviors, what desire to stay is reduced, especially if
might be an exciting and attractive the dominance dimension is low, as
environment for one person (e.g., a in situations with crowding or long
lines. That is particularly true for the
i may well be overstimu- women in Mehrabian and Russell's
NWIfcther. As we age, our studies, although it should be noted
^ ^ ^ ^ . f i s r c e i v e , channel, and sift that the research was undertaken at
least 25 years ago and that the cul-
decreases, reducing our tural effects of the times might have
lerate settings that are contributed to the difference in
ling. response.9
Dominant is the degree of con-
tg^jtiASmedom. to act that we The approach-avoidance model
ptKseive we have in a setting.7 Hav- has meaning for restaurateurs. To be
tpipome control in an environ- economically successful, they must
ment—say, the ability to rearrange be behaviorally successful: they must
Itl^liture to suit our needs—helps attract a high volume of guests by
W8Mtjt&mA successfully defend our providing pleasing environments
pf^plJfNIce, an important con- that offer moderately high arousal
t3tt||ittp^C» our feeling of well-being and a substantial amount of personal
control. The degree of arousal gen-
m& #«#»t.8 erated by a restaurant environment
also may be the key to influencing
ian and Russell devel- guests' length of stay. That is, what
|f/|iii$e-coordinate system of may begin as an attractive level of
sttbjective environmental assessment stimulation can over time become
based on the dimensions of pleasure, excessively arousing, reducing
arousal, and dominance, which they guests' desire to stay and thereby
used to research whether there was encouraging tables to turn. The
a relationship between particular next sections describe some explicit
"emotional coordinates" and the and implicit design tools that can
tendency to approach or avoid be applied to achieve this effect
an environment. Their approach- and provides examples of how
avoidance model involved four some prominent restaurant chains
measures for a particular environ- are using environmental factors to
ment: the desire to explore, to work, support high customer volume.
to affiliate with others, and to stay.
The findings show that for most
people, environments that are mod-

6Mehrabian and Russell, pp. 103-106,137, Ambient Factors
and 151.
Baker suggests that environments
7 Harold M. Proshansky, William H. Ittelson, can be evaluated in terms of ambi-
and Leanne G. Rivlin, "Freedom of Choice and ent, social, and design factors.10 Each
Behavior in a Physical Setting," number 13 in of these elements can contribute to
Environmental Psychology: Man and His Physical
Setting, Second Edition, ed. Proshansky, Ittelson, 9 Mehrabian and Russell, p. 193.
and Rivlin (New York: Holt, Rinehart and 10 Julie Baker, " T h e Role of the Environment
Winston, Inc., 1970), pp. 170-180. in Marketing Services: The Consumer Perspec-
tive," in The Services Challenge: Integratingfor
8 See: Edward T. Hall, The Hidden Dimension Competitive Advantage, ed.John A. Czepiel,
(Garden City, NY: Doubleday, 1966); and Robert Carole A. Congram, and James Shanahan
Sommer, Personal Space: The Behavioral Basis of (Chicago: American Marketing Association,
Design (Englewood Cliffs, NJ: Prentice-Hall, 1987), pp. 79-84.
1969). Those books are considered to be the two
seminal works on human territoriality and
personal space.

58 IJUKMLL HOTEL AND RESTAURANT ADMINISTRATION QUARTERLY

F O C U S ON FOOD

creating a restaurant environment in both circumstances.14 There is music was played,16 and studies by
that offers a positive guest experi- also evidence that although we are Milliman showed that slow rather
ence while encouraging a quick drawn to warmer colors, we experi- than fast-paced music kept patrons
turnover of seats. Ambient factors ence a high degree of tension in in stores longer and increased their
are those that affect the atmosphere long-wavelength environments and purchases.17 Milliman also examined
of the environment, such as color, will rate such environments as less how restaurant patrons respond to
sound, lighting, and scent. pleasant than those settings that are music of varying tempos, and dis-
decorated with short-wavelength covered that fast music resulted in
Color. Research on consumer colors.15 both fast service and short stays.18
reactions to particular colors has
been going on for decades and has These findings suggest that a Sound volume is more likely
found that color not only can affect restaurant environment that empha- than music tempo to be noted by
people's perceptions and attitudes sizes colors in the high end of the guests as detracting from the enjoy-
but can actually elicit a biological spectrum (red, orange, gold) might ment of their experience (e.g., din-
response. initially attract patrons and, if these ing, shopping). Care should be
colors are used with sufficient in- taken, therefore, to ensure that the
Schaie and Heiss note that short- tensity, may contribute to an arous- volume in a restaurant is sufficient
wavelength colors, what we com- ing atmosphere that actually over- to provide a moderately high level
monly call the warm colors (red, stimulates patrons and thereby of arousal (resulting in fast turnover)
orange, and yellow), are highly encourages speedy table turns. The but not so much that it prevents
arousing (although not necessarily bold colors, combined with other comfortable conversation (thereby
pleasing) even across different age stimulations of the dining experi- discouraging repeat patronage and
groups and cultures.11 This arousal ence, may lead to sensory overload positive word-of-mouth promo-
level can be expressed in behavior: that can reduce consumers' length tion) . Continual sound levels of
one study found people walked of stay. Moreover, as restaurant own- 75 to 79 decibels should be the
more briskly down a hall painted in ers have long known, warm colors maximum if the target market is
a warm, highly saturated brown as make food look better, and make for patrons under age 30, while older
opposed to a more muted shade.12 happier patrons who look the pic- patrons will be happier when the
Longer-wavelength colors (blues ture of health in warm light. background music is set at a low
and greens) have a calming, relaxing volume.19
effect. These so-called cool colors Restaurant chains that use color
have been identified as the most successfully include, not surprisingly, Lighting. Mehrabian and
pleasant to the majority of people, Burger King, McDonald's, and Russell note that bright lights
whereas yellow, although arousing, Wendy's. They have similar corpo- contribute to arousal and that
is the least favored color, especially rate color schemes made up of people are naturally drawn to light
when it has a greenish tint.13 Ac- warm, highly saturated colors that sources.20 This fact can be observed
cording to Guilford and Smith, the are usually prominent components in many settings: in hotel lobbies,
brighter and more highly saturated of each unit's design. Taco Bell's for example, guests choose to sit in
the color, the more people tend to recent change from soft desert col- armchairs next to table lamps; and
find it pleasant. ors to vibrant purples and reds like- in corridors, people will walk along
wise attracts attention while rein- the portion of the hallway that is
Another study found that people forcing fast patron turnover. best lit. Creating pools of light to
who were exposed to a red environ- highlight aspects of an environment
ment perceived their time in that Sound. One ambient factor that
environment to be shorter than that lends itself to manipulation in a 16 Patricia Cain Smith and Ross Curnow,
spent in a blue environment, even restaurant environment is music. "'Arousal Hypotheses' and the Effects of Music
though the actual time was the same Smith and Curnow found that su- on Purchasing Behavior," Journal of Applied
permarket shoppers spent signifi- Psychology, Vol. 50, No. 3 (June 1966),
11 K.W. Shaie and R . Heiss, Color and Personality cantly less time in a store when loud pp. 255-256.
(Bern: Hans Huber, 1964), p. 75.
14 G. Smets,"Time Expression of R e d and 17 Ronald E. Milliman, "Using Background
12 Miscellaneous Undergraduate Research in Spatial Blue," Perceptual and Motor Skills, Vol. 29 (August- Music to Affect the Behavior of Supermarket
Behavior: A Classified and Annotated Listing, ed. R . September 1969), pp. 511-514. Shoppers," Journal of Marketing, Vol. 46, No. 3
Seaton (Berkeley, CA: University of California at (Summer 1982), pp. 86-91.
Berkeley, 1968), as quoted in Mehrabian and t5Joseph A. Bellizzi, Ayn E. Crowley, and
Russell, page 60. Ronald W Hasty, "The Effects of Color on Store 18 Ibid.
Design," Journal of Retailing, Vol. 68, No. 4 (Spring 19 M. Sanders and E. McCormick, Human
13 J. Guilford and P. Smith, "A System of Color- 1983), pp. 21-45. Factors in Engineering and Design (New York:
Preferences," AmericanJournal of Psychology, Vol. McGraw-Hill, 1993), p. 604.
72 (1959), pp. 487-502. 20 Mehrabian and Russell, pp. 63-64.

is a favorite technique of restaurant have been no published studies that beside a potted plant), limiting the
designers. Often tabletops are spotlit assert that scent in and of itself in- information and stimulation reach-
to suggest a defined "territory" at creases table turns, it is likely that ing us and making it easier to de-
each table—a successful approach if the additional stimulation that scent fend our space. If we are unable to
extending patron stays is the desired provides can add to arousal levels, find an anchor, we may move on to
effect. which in turn can influence the a less crowded setting, even if the
desire to stay. Rainforest Cafe uses crowding is more perceived than
To increase arousal levels and scent to stimulate diners before they actual. A study by students at the
promote high turnover, however, are seated by wafting floral fragrance University of California, Berkeley,
lights that move or are highly col- into its retail areas, further support- found that cafeteria patrons consid-
ored can be used. Dive, the high- ing the chain s exotic tropical con- ered a dining area full if half the
concept submarine-sandwich chain cept. Because Rainforest Cafe uses seats had been taken and only
developed by Steven Spielberg, uses its retail area as a holding space for unanchored seats were available.24
extreme lighting techniques to cre- waiting diners, this addition of scent
ate a high level of arousal and to adds to patron arousal levels early in Restaurant chains are designing
punctuate the dining experience. the dining experience, when in- spaces that play on our need for
The restaurant s design mimics the creased arousal is pleasurable and both social interaction and secure
interior of a submarine, complete stimulating. Customers arrive at territory. To encourage table turns,
with a wall of video monitors con- their tables excited and ready to Timpano Italian Chophouse, a new
stantly flickering with actual and experience more. T.G.I. Friday s concept, uses a high
feature-movie film footage of sub- number of unanchored seats in a
marines. Periodically, all lighting is Social Factors large open dining space. Patrons at
extinguished except for intense red those tables are likely to feel more
lights that whir and flash while a Social factors are those that affect exposed and less in control—and
loudspeaker barks "Dive! Dive!" people s activities and demeanor. therefore would be expected to
These features no doubt contribute Humans are social creatures; in most leave sooner—than those who are
to the chain's remarkable success in cases, we prefer and actively seek anchored.
turning tables as quickly as twice an out the company of others. As a
hour in its Las Vegas unit.21 result, we are drawn to settings Restaurants that divide dining
where others congregate and where areas up into separate spaces can
Scent. Most people are familiar we will be accepted as part of the take advantage of the human ten-
with the bakery trick of venting dominant group. dency to seek others. Red Lobster,
ovens to front-of-house areas to for example, uses many small dining
attract patrons and increase sales. Being alone in a public environ- areas to create settings that look
One Canadian cinnamon-bun chain ment makes us feel vulnerable and busy even when the restaurant is
was known to vent its ovens directly may cause us to hurry to a new operating well below capacity. The
to the " O " in its sign, pumping the location where we will find the restaurant can open or close the
wonderful smell directly into the relative safety of others. We have all sections as needed to consolidate
path of passersby. experienced the discomfort of en- diners and use labor more effi-
tering an empty restaurant and may ciently while providing new arrivals
Research supports instinct here: in fact have chosen to move on to a with an active dining space that
good smell sells. Pleasant smells have busier place, telling ourselves that an suggests popularity, a sign that the
been found to enhance mood, to empty restaurant cannot be a good restaurant is a "safe" place to eat.
make research subjects more coop- one. In fact, when that occurs we
erative, and to promote clear think- may really be seeking a more social Kahunaville uses a similar ap-
ing.22 One study even discovered and therefore more comfortable proach, creating several distinct
that pleasant odors increased the environment. environments within each restau-
amount gambled at slot machines in rant—a starlit grotto, a deck over-
a Las Vegas casino.23 While there Overcrowded environments, looking jungle foliage—that can be
however, can also make us uncom- filled with diners in careful se-
21 Unpublished observations by the author. fortable, as crowding reduces our quence so that each section appears
22 Kate Murphy, "A Sales Pitch Right under ability to create and defend a per- comfortably busy. Busy environ-
Your Nose," New York Times, September 13,1998, sonal territory. We may try to "an-
"Money and Business" section, p. 8. chor" ourselves with a physical ele- 24 Miscellaneous Undergraduate Research in Spatial
23 A. Hirsch, "Effects of Ambient Odors on ment of the environment (against a Behavior, op. cit., as quoted in Mehrabian and
Slot-machine Usage in a Las Vegas Casino," wall or column, in a booth, or even Russell, p. 131.
Psychology and Marketing, Vol. 12, No. 7 (October
1995), pp. 585-594.

60 LI) I M I i HOTEL AND RESTAURANT ADMINISTRATION QUARTERN

ments increase arousal levels, while a fore possibly support the speedy Busy environments increase
hectic setting can encourage patrons processing of diners through the arousal levels, while a hectic
to complete their meals quickly. restaurant system. The ability to setting can encourage patrons
quickly interpret the restaurant en- to complete their meals
Design Factors vironment helps patrons make the quickly.
commitment to enter the establish-
Design factors are the elements that ment more readily. Well-defined
physically make up the environ- entrances and convenient drop-offs
ment: walls, floors, furnishings, fin- bring customers quickly and easily
ishes, and equipment. A restaurant's into the space, and an ample waiting
design, or "trade dress," is often its area assists management in contain-
most distinguishing feature and the ing and smoothly processing cus-
one that it is best able to protect tomer parties. I have observed how
from duplication by competitors.25 Cracker Barrel restaurants, for ex-
ample, use a front porch with rustic
To be effective, the design of a rockers as a way of quickly commu-
restaurant must quickly and clearly nicating to potential customers the
communicate to a prospective cus- theme and level of service that
tomer what can be expected from might be expected, as well as pro-
the meal experience. Careful atten- viding additional and pleasant wait-
tion to features of the exterior, the ing space. This approach helps
dining-area layout, the table con- Cracker Barrel process high volumes
figuration, and the furnishings and of diners, particularly on busy week-
materials can help customers "read" ends when one turn every hour is
the environment, which can in turn not uncommon.
contribute to higher patron volume,
as people seek out comfortably fa- Many high-turnover restaurants,
miliar settings that are at the same such as Planet Hollywood and Hard
time arousing. Rock Cafe, do not have windows,
preventing guests or passersby from
Exterior features. Providing peering inside. That creates a sense
environmental cues on the exterior of surprise for arriving guests, who,
of a restaurant can help attract if they want more information, must
guests and provide them with infor- commit to the restaurant enough to
mation about the type of experi- enter. The lack of windows also
ence they are likely to have inside. allows the restaurant to wholly con-
Many restaurants use architectural trol the environment's light levels,
styles to communicate the type of enabling the chain to influence
cuisine featured. Notable examples arousal levels more precisely.
are P.F. Changs, with its striking
Chinese sculpture and architectural Restaurant layout. As previ-
details, and the lively Mediterranean ously discussed, an environment that
tile work of Wolfgang Puck s Cali- appears busy and bustling can con-
fornia Cafe. tribute to table turns, and therefore
laying out the dining room to make
There are many techniques that use of small areas or increasing the
can be used to help prospective number of unanchored seats may
patrons read a restaurant and there- support high volume.

25See:Je'Anna Abbott and Joseph Lanza, Another way to make a room
"Trade Dress: Legal Interpretations of What appear busy is to allow diners to see
Constitutes Distinctive Appearance," Cornell the space and activity around them.
Hotel and Restaurant Administration Quarterly, As many seats as possible should
Vol. 35, No. 1 (February 1994), pp. 53-58; and afford a view of other diners. T.G.I.
Patricia Diaz and Denny Rutherford, "Restau- Friday s and Applebee's are well
rant Espionage: When Recipes Are Not Trade known for using this approach to
Secrets," Cornell Hotel and Restaurant Administra-
tion Quarterly, Vol. 38, N o . 1 (February 1997),
pp. 43-50.

Inno 1QQQ * fil

dining-room layout. Separations Giving customers an opportunity entering the restaurant immediately
between spaces can be achieved to quickly interpret and understand descend a gentle ramp that offers a
with level changes, low barriers, or the environment from the point of broad view of pasta making and
even floor finishes that merely sug- entry can generate what is called an other preparation as well as of the
gest distinct areas. approach response. Laying out the dining areas.
facility so that the entryway offers a
Open kitchens, in-room food clear view of the main dining areas A waiting area that appears com-
preparation, and tableside activity allows patrons to infer the kind of modious even when busy will en-
can all contribute to the complexity experience they are likely to have courage prospective guests to stay
of the environment and to higher once they are seated and helps them rather than depart for a less-
levels of arousal. P.F. Chang's, Cali- feel comfortable and in control crowded environment. The Olive
fornia Pizza Kitchen, and Don early in their visit. One chain using Garden chain accomplishes this
Pablo's all make use of the idea of that technique to great effect is effect by providing generous seating
food preparation as theater—and as Romano's Macaroni Grill. Guests areas for waiting guests, while
environmental stimulus. Hooters connects the waiting area

6 2 IJIK \\,\X HOTEL AND RESTAURANT ADMINISTRATION QUARTERLY

to a bar that affords customers a Furnishings and materials. fast turns and satisfied customers
view both of sports events on its Successful high-volume restaurants through the application of some
many television screens and of the make use of seats that are comfort- basic psychological principles.
restaurants other attractions. able—but not too comfortable.
Hard seating materials and seats High-traffic restaurants need to
Another strategy to help guests with upright backs can be designed be arousing and to allow guests to
feel comfortable and in control of to be inviting to sit in but discour- control at least some aspects of their
their experience before being seated aging to long stays; an example is environment, while striking a bal-
is to provide them with a diversion the faux-rustic seating in chains like ance between over- and under-
while they wait. Major casual-theme Kahunaville. Rainforest Cafe takes stimulation. Making the dining area
chains such as Rainforest Cafe, Hard the concept one step further, using feel busy and active through envi-
Rock Cafe, and Planet Hollywood molded-fiberglass "animal" bar ronmental elements such as music,
make effective use of retail areas, stools that do not support lengthy lighting, table placement, furnish-
often locating them as "buffers" stays by any but the most hardy. ings, and materials selection sup-
between the host function and the Hard finishes on furnishings and ports high-volume operations,
dining room area while providing a floors also contribute to a higher while other techniques such as the
visual connection among all areas. degree of arousal through increased thoughtful use of color and scent
sound, as music and noise bounce can both attract patrons and en-
Although all booth seating is off these surfaces and reverberate hance the dining experience. Many
anchored, its use can contribute to through the space. Further, hard prominent restaurant chains make
faster turnover by minimizing the surfaces are easier and faster to use of those techniques.
amount of time needed for table clean, allowing tables to be turned
reconfiguration between parties. over more quickly between parties. There is a need for focused re-
Booths also help keep the dining search on how those and other
area neat and efficient, which assists Using many different materials environmental-psychology prin-
customers in understanding the and textures creates a more complex ciples might best be applied to our
space quickly. Outback Steakhouse environment. ESPN Zone uses a industry27 Much work has been
uses straight-backed booths effec- combination of metals, plastics, done on the impact of sound, light,
tively to support its high rate of woods, and flooring types to emu- color, density, furnishing, and mate-
table turns while reinforcing its late the rapidly changing sets on a rials in health-care settings, schools,
theme of a casual Australian saloon. televised sports show, and it adds prisons, and retail stores, but little
The booths can be changed over dynamic environmental effects such hard data is available for restaurants.
quickly, while their erect seatback as video screens, music, voice-overs, The findings presented here suggest
and hard finishes discourage linger- and moving spotlights. The result is some probable outcomes that are
ing. Moreover, the lack of control highly arousing and, not surprisingly, supported by actual events in noted
over seat configuration reduces pa- a bigger hit with male patrons than restaurant chains. The next step in
trons' desire to stay. These attributes with female patrons because of understanding how restaurant de-
translate into seating that encour- males' higher tolerance for arousal.26 sign can affect patron behavior is for
ages and supports fast table turns. Regardless of gender, however, the those chains and others to work
level of stimulation is such that pa- with researchers to collect empirical
Fixed seating such as that used by trons can become over-aroused as data that can be tested in various
McDonald s and other quick-service exposure increases, with the result settings.
concepts serves the same operational being shorter stays.
purpose as booths (easy mainte- Design is an exciting and impor-
nance and minimal reconfiguration Using Psychology to Turn Tables tant component of a restaurant
requirements) but reduces the chain's success. Building our under-
amount of control a customer has Creating a successful high-volume standing of effective design can
over the environment. Tables and restaurant is more than just offering enhance our industry by creating
chairs cannot be reconfigured to quality food with quick and friendly more successful concepts for our
support varying group sizes, and service. The restaurant environment guests to enjoy. CQ
personal distance is regulated by the itself can be designed to encourage
positioning of the furniture. The 27 For example, see: Carolyn U. Lambert
lack of individual control likely 26 See, for example, Mehrabian and Russell, and Karen Marsh Watson, "Restaurant Design:
contributes to the high number of p. 191. Researching the Effects on Customers," Cornell
turns that can be seen at any busy Hotel and Restaurant Administration Quarterly,
fast-food restaurant. Vol. 24, No. 4 (February 1984), pp. 68-76.