Designing for Dollars

While most restaurateurs are aware that customers appreciate an attractive and comfortable environment, few know that there are deep psychological reasons behind the kinds of seating, lighting, music and other design elements that diners prefer. Knowing a little bit about environmental psychology may help to create a dining area that makes customers happier, and may even increase their spending. Guests will feel more comfortable if they can figure out what an operation is all about from the entrance area, before they commit to dining there. If there is an open kitchen or a lively bar, make it visible from the host stand or waiting area. Offer a view of some of the dining area as well, and seat those tables first so the restaurant looks busy. Humans are social creatures who like to know they've chosen a popular spot.