Curb appeal is not just for real estate. A landscaping strategy can not only drive traffic to your restaurant but also increase the average sales value per customer and keep them coming back for more.
People stop and look at an attractive curb appeal. In a world full of distractions this is a big deal. Curb appeal draws customers into the restaurant and begins to give customers a memorable dining experience. After all, unless someone received a personal recommendation or used a website to choose your facility, their first impression will either bring them in or drive them away.
A facility’s overall feeling—from its external landscaping to its restroom design—creates a customer’s impression of dining with you. Both consciously and subconsciously, customers immediately connect the outside appearance of a facility to the quality of the experience inside. After all, if the facility pays attention to the exterior, that must mean they pay attention to detail in general. This translates into a belief that if it is good outside, then it must be good inside. Good execution is not limited to the kitchen.
The Impact of Landscaping
Boston Market explained that landscaping became a big part of their free-standing locations. In the five years since the organization started implementing this model, average sales increased 5 to 10 percent in these locations. Other locations without improved curb appeal did not experience increased sales. The program resulted in increased transactions and average unit volumes compared to the strip mall locations, with minimal exterior landscaping and storefronts look identical. Free-standing locations with a drive-through report an even greater increase in sales of 12 percent.
With a greater footprint to be creative, these locations use beautiful plants, shrubs, and well-maintained lawns to create a fresher look. The key is to change out and maintain the features regularly. In some very warm climates, flowers are changed up to eight times a year. In cooler climates, a seasonal change suffices.
Dining al Fresco
Outdoor seating is one of the most popular elements of successful curb appeal. For restaurants who offer it, the results are worth it.
Over the last two years, Smokey Bones rolled out re-imagined designs at many locations. Corporate Facility Manager explained they have experienced a noticeable increase in traffic and revenue in locations where the redesign has been implemented. The new Smokey Bones designs draw people’s attention with a large steel trellis. The trellis is a prominent hardscaping feature that is taller than the building and stands out. In locations where code allows, fire pits enhance the outdoor atmosphere. For locations with outdoor seating, fans, misters, televisions, and a covered area augment the experience.
The goal, Young explained, is to get people to take notice and come in to try their new polished-casual venue. Once in the door, they’ll see that it’s not just about barbecue.
Restaurant Landscaping Ideas
The outdoor features of a restaurant are climate specific, regardless of brand. Melding the brand with the local flavor is tantamount to creating a remarkable experience.
Here are a few landscaping ideas that have proven to be effective in attracting and retaining customers:
Greet your guests with greenery.
Plants are calming. Consider using greenery at the entrance, within the indoor and outdoor waiting areas, and throughout the facility. When choosing flowers, remember to select those that are not overly fragrant, which may detract from the food experience or cause allergy issues for sensitive customers.
Make the most of patios.
Outdoor seating and enclosed patios elevate the dining experience. There is a reason Europe is celebrated for its outdoor cafes. Even if climate or location doesn’t permit outdoor seating, an indoor patio with interesting features or windows can go a long way to bring the outdoors in.
Incorporate outdoor plants and rock gardens.
Again, plants are calming, and rock gardens feel very meditative. When choosing outdoor plants, consider avoiding those known to attract bees in large numbers. While beautiful, bees are unwanted in the dining experience and can instigate unwelcome emergencies for those who are allergic.
Dazzle with fire features.
Fire features range from cozy to exciting. They exude a feeling of comfort, which makes guests feel welcome and invites them to linger. In cooler climates, the right outdoor fireplaces can also extend the al fresco dining season.
Create visual interest with trellis and hardscaping.
Paths, walls and walkways add to the pulled-together feeling of a restaurant. They can be as beautiful as they are practical and complement plants, shrubs and trees.
Grow a garden
In addition to the typical plants, shrubs, trees and flowers, consider growing gardens inside as well as out. Vertical systems with herbs and other edibles create a very organic, farm-to-table feel and are currently trendy.
Create calm with water features.
Nothing soothes like running water— from small waterfall fountains to large koi ponds and babbling brooks, water can really enhance a space. Keep in mind that all water features come with a little extra maintenance (just like living, breathing plants).
Employee Benefits
According to a study at Virginia Tech, employees with an outside view of plants experience less job pressure and greater job satisfaction than workers viewing man-made objects or having no outside view. In addition, they are more productive.
Employees spend the most time at your facility. Making the environment conducive to their well-being makes them more equipped and enthusiastic to serve customers.
Let Your Brand Shine
The outside of your property or business is an extension of your image and brand to customers, clients and tenants. Think of it as your window display. it’s a huge opportunity within your control, and when done well, it can act as a magnet to new and returning customers alike.
Article was featured in RFMA’s The Facilitator.
