Restaurant Development & Design

MAY-JUN 2018

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

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4 2 • 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 • M A Y / J U N E 2 0 1 8 and compartmentalized social media — customers have their photography moment, then have a restaurant experi- ence. Creating spaces that don't disrupt the flow of operations is a key consider- ation in designing these elements. Also important, Musco says, is to let these obvious social media moments stand by themselves. "Don't put up a sign welcoming customers to take a photo. Let people think they've figured it out," he says. The Instagrammable Moment When restaurant operators approach Arcsine in Oakland, Calif., they often ask for an Instagrammable moment, says Lead Creative Strategist Irene Yu. Because Yu is seeing more consumers experiencing restaurants through the lens of their phones, she likes to compartmentalize social media moments as much as possible so they don't interrupt the sense of hospitality. "You want technology to enhance the experience, but you don't want technol- ogy to overpower it," she says. Yu is a big fan of including social media moments close to entrances. The benefits of this are twofold: one, it can get the social media moment out of guests' systems, and two, it makes a big impact immediately. In Marietta, Ga., there's an im- pactful sight that people flock to from miles around. It's a 56-foot-tall chicken sculpture that's a roadside beacon outside a KFC. "It's literally made to be photographed and gawked upon," says Marty McCauley, design director, FRCH Design Worldwide, Cincinnati. The chicken has been there for decades but jumps out as almost needing to be on social media, he says. FRCH Design, when they worked on the location in 2016 and 2017, wanted to make the chicken even more of a focal point, so they added an exterior dining area and a side porch so people could take photos with the bird in the background. And once you're inside the restau- rant, there's a new brick welcome wall featuring an outline of the state of Geor- gia with a life-size Colonel statue stand- ing by, ready for his photo op. Here, the fun chicken artwork also echoes the playful aesthetic of the exterior. But social media isn't all about one big, splashy spot. Social media mo- ments can also be dotted throughout a restaurant. At Agave in Oakland, Calif., the social media moments are woven in to create a cohesive yet authentic Oaxacan experience for guests. The design features Oaxacan tex- tiles, tiles and ceramics, as well as pat- terns that would be featured on those. "Social media is built throughout," Yu says. What tends to be most photo- Instagram Everything The mural in the main dining room at Agave is a popular backdrop for pictures. Image courtesy of Eric Rorer At KFC in Marietta, Ga., there's a photo op inside with a life-size Colonel Sanders statue. Image courtesy of Mark Steele.

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