Restaurant Development & Design

WINTER 2014

restaurant development + design is a user-driven resource for restaurant professionals charged with building new locations and remodeling existing units.

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1 0 • R E S T A U R A N T D E V E L O P M E N T + D E S I G N • W I N T E R 2 0 1 4 BUZZ who's doing what "Technology now potentially gives operators the ability to change menu prices depend- ing on the time of day, day of the week, inventory levels, etc. For example, QSRs used to have printed menu boards — now digital screens allow them to change prices quickly. Four out of fve con- sumers say that if a restau- rant offered off-peak pricing it would incent them to use foodservice solutions more; with the adoption of tablet menus in tableservice, it's not hard to imagine a scenario that would allow operators to selectively price items." Hudson Riehle, Senior Vice President- Research and Knowledge Group, National Restaurant Association Quotable At multi-concept operator Mark Kuller's new Southeast Asian restaurant Doi Moi in Washington, D.C., designer Griz Dwight, principal at GrizForm Design Architects, envisioned a bright, clean space with a fresh aesthetic to complement its light, vibrant Vietnamese and Thai fare. To achieve the desired look and feel, he opted for a mostly monochromatic, white color palette. In part, he says, the choice was a deliberate move away from the heavy, salvaged, recycled look that has dominated the past few years. "We wanted it to be light and optimistic. The white, the brightness really makes it a happy place to be," Dwight says. To counter white's inherent coldness and sterility, he incorporated soft lighting and a range of textures that add depth and warmth. "Part of the flooring is a white tumbled marble mosaic, but the softness of the mosaic and the tumbling keeps it a very warm surface. The tile has striations in it, so the lighting brings out its warmth," Dwight says. "The brick walls are painted white, which adds another textural element. There are also smooth, powder-coated white tiles and white tables and bases. Even the ceilings and ductwork are white, as are the candleholders, which also have texture and add a warm glow. Ultimately, even though they're all white, the variety of tones and textures, shadows and lighting provides a lot of depth." Also warming the space, while still providing design continuity, are bleached hardwoods used in the main dining area flooring as well as in seating and on the bar top. The few pops of color come from richly hued Asian art, decorative pieces show- cased in custom wooden shelving and a single colorfully tiled back wall — and, of course, from the guests themselves. SWATCH BOOK: White Food for Thought: Demographics • Hispanics tend to dine out in larger groups and their population is increas- ing. Their spending power is expected to reach nearly $1.7 trillion by 2017, meaning serving this rapidly expanding community will be key to growth. • Women visit restaurants less than men, likely due to their being more health- and budget-conscious. This indicates restau- rants need to do more in terms of pricing, atmosphere and menu to gain momentum with women. • Baby Boomers enjoy dining out and have more disposable income than other demographics, but few marketing cam- paigns specifcally target them. Source: Mintel

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