A really wonderful product should sell itself, but the truth is, in the food and retail space it’s only part of the equation. The atmosphere you create in store—including layout, lighting, décor and music—is paramount to your customers’ overall experience. You could have the best food in the city, but if the rest of the dining experience is poor, people are unlikely to come back or recommend your business. Let’s take a look at a few important elements and how you can employ them in your own space to create an atmosphere that fits your business and keeps them coming back for more!

SPACIAL AWARENESS

It isn’t about how big your store is, but how you utilise the space you have. If you have a tiny café dining space that’s crammed with as many tables and chairs as you can possibly fit, it’s going to get uncomfortable. Likewise, a large space sparsely furnished will feel too open and exposed.

Since the COVID-19 pandemic, we’re more aware than ever of the issues that overcrowding can present. Assuming there are no government health restrictions in place, when planning your optimal table spacing:

• Experiment – the configuration that looked perfect on paper might not work so well when you actually do it. Try a few different layouts and keep an open mind.
• Keep it flexible – the best arrangements can be easily moved about to cater to the customer. Make sure there’s enough space to push together a few tables for a large group, as well as small tables to suit couples.
• Divide it up – if you can, try not to place a small two-seater table next to one for large groups. A couple looking for a quiet, intimate meal together likely won’t appreciate the noise of a party of 12!
• Try it out – sit in each seat and see how it feels. Make sure you think about what it will be like when you’re open and in full swing (i.e. is that seat too close to the kitchen or bathroom door where people will be coming and going?). If you wouldn’t want to sit there when dining out, neither would your customer!
• Think about accessibility – you’re comfortable, but what about people who are bigger, smaller, using wheelchairs or other mobility aids, or parents with prams? Make sure everyone can safely and comfortably pass through.

FURNISH IT OFF

How complicated can tables and chairs be? Well, very. Firstly, make sure you’re purchasing commercial grade furniture that can safely and comfortably cope with the (hopefully) heavy use and—most importantly—stand the test of time.

Next, you’ll need to find a balance between style, comfort and budget—even the most beautiful-looking chair is no good if your customers are uncomfortable. And while overturned milk crates were a popular urban, hipster trend for a while, this option—while easy on the budget—is considerably harder on the bottom.

If you are shopping on a budget, consider buying good quality second-hand restaurant furniture which is still in good condition. They’ll be broken in, and you won’t have to sacrifice quality for cost.

Again, think about accessibility when choosing furniture. High tables and bar stools might look modern and cool, but might be uncomfortable, difficult or even impossible for children, elderly or disabled customers to sit on. If you’re set on this style, you could consider having a range of seating options to cater for different needs.

Durability is a big factor too, so think about the environment—if you have outdoor seating, make sure the furniture you choose is made for outdoor use. You’ll want it to be easy to clean too; fabric upholstery may be stylish and comfortable, but it isn’t going to look so great after a few spills.

STAY ON THEME

You don’t need everything to be matchy-matchy but before you start styling, make sure you’ve really nailed down your theme, or the general feel/vibe you want to achieve before you start. Are you a casual inner-city bakery-café catering to the hipster young professional crowd? White tablecloths, matching upholstered chairs and uniform table placements are probably not going to convey that. Instead, consider mismatched chairs, various seating options—perhaps a couch and low table if you have the space—some greenery and warm lighting to create a space where people feel comfortable lingering over a coffee and croissant while they read the news.

LIGHT UP THEIR LIVES

Lighting is essential to creating atmosphere, and is the first thing a customer will notice as they walk in the door—whether consciously or not. Without the right lighting, everything else is moot. You could create the most inviting space in every other regard, but if you light it up with bright fluorescents, it could end up feeling more like a hospital.

Professional lighting consultants can help bakery and café owners to get the right lighting effect but if that’s out of your budget, you can work with what you have. Swap out bright bulbs for dimmer ones (and vice versa), change from cool to warm lighting, or add floor lamps or candles for a bit more light. You may even be able to install dimmers to give you more control over light levels depending on weather and time of day.

Have a trusted friend or mentor come to test it out before opening too. Low light can offer mood, but it’s no good if customers can’t read the menu!

DÉCOR

This is where you get to give your store some personality. Signage, plants, crockery, flowers and knick knacks can all lend a bit of style and individuality. For example, if your bakery has a vintage aesthetic, you might be able to find old mixers or 70s knick-knacks on Marketplaces or Gumtree, which you can use to give your space an old-timey feel.

A BIT OF RHYTHM

If lighting is at the top of the list of priorities, sound is a close second. No one enjoys sitting in a place where sound is bouncing off every surface. Even in a busy environment with a bustling kitchen, rugs, upholstery, curtains and soundproofing panels can help absorb some of those disruptive sounds.

As for music, this again comes down to personal preference and the kind of feel you’re trying to create. Are you a smooth jazz type of establishment, or top 40 hits?

Hint: if your establishment is one where quick service and customer rollover is important, fast music will encourage people to eat faster. Likewise, slow it down if you want customers to relax and linger.

SERVICE WITH A SMILE

Don’t ruin your beautiful atmosphere with less-than-friendly customer service—at the end of the day, customers will remember how you made them feel, so make sure your service staff are as warm and inviting as your lighting and easy-listening music!