Abstract
Interior designers and architects need solid research in order to design restaurants that are both successful for owners and customers. Consumer’s eyes and palates are increasingly educated, making it more difficult to create a signature décor. This forces operators to become more engaged in acoustics, lighting, color, fabrics and more (Leahy, 2006). Customer’s concern for the built environment rivals demand for quality food and service in restaurant settings (Salter, 2003). Emotional design and sensory branding have shown to be an effective way of building customer loyalty and profits. Attempting to fully understand the intricacies of ambient factors as well as their effect the dining experience of the restaurant patron is the first step in maximizing revenue potential through sensory branding. Good design is, of course, a primary building block of the total customer experience (Cuffaro, Vogel & Matt 2002).This thesis seeks to explore the intricacies of the restaurant experience and illustrate them through the renovation of Café Cabernet, a restaurant located in Tallahassee, Florida. Design factors (such as exterior features, furnishings and materials as well as restaurant layout), along with Social and ambient factors (such a color, sound, lighting and scent) will be explored and used the foundation for the design solutions. Restaurants naturally lend themselves to multi-sensory experiences, combinations of architecture, graphics, sound, smells, and tastes. Sensory branding will be explored in the renovation and re-branding of the Café Cabernet experience.
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