The Top 3 Ways to Boost Your Restaurant’s Ambience … and Revenue.

When it comes to delivering a memorable dining experience, atmosphere is everything. Your guests want a full-sensory meal that may have started with a desire for something tasty, but should result in so much more. Executing on that promise every single day is incredibly impactful for your business. We’ve all had that dining experience that we just couldn’t stop talking about; we became a walking ad for the place and insisted on telling anyone that would listen how life-changing it was. More than likely, it was because that restaurant got a handful of things right — the things that create an ideal ambience and delight all your senses.

The most important factor when deciding what methods and strategies will be used to contribute to your atmosphere is to make sure it matches the caliber of food you’re serving. If you have a hot dog joint, light classical in the background and starched linens on the tables may not be the route to take. Unless that’s the intended vibe, of course. The point is: As long as the atmosphere aligns with your concept and food you serve, you’ll be just fine. But in addition to your menu offerings, there are three additional components that will take your guest’s experience to a new level: strategic lighting, effective music, and the perfect temperature. All too often these things are overlooked, but some simple adjustments can create an experience people won’t shut up about.

The Holy Trinity

Getting the lighting, music, and temperature right can make or break the impression that you leave on your guests, especially if it’s their first time visiting. A wise man once said, “I like my restaurants cold, dark, and loud!” That man was my boss for many years and we used to laugh when he would shout that from the host stand as he frantically adjusted the lighting and music before the shift started. Looking back on that, it is so clear how on-the-mark he was about those three seemingly small things.

Regardless of whether it’s subliminal or obvious, we’re affected by so much more than the food on our plates. But even if we only just started there, it’s not purely about the food and drink itself. Sure, that’s why we go — because we’re hungry and want a cocktail. But there are other small things that make you take pause. Like the beautiful handmade Italian plate that your Branzino was served on. Or that awesome copper Moscow Mule mug at the bar by your house. Let’s be honest, it’s disappointing when the mule doesn’t come in the copper mug. These things make guests genuinely excited and there’s so many more ways to continue that euphoric feeling.

Effective Lighting

Have you ever noticed that the really romantic restaurants are the same places you can barely read the menu? It’s not an accident that the meal is accompanied by candlelight, to encourage sultry looks across the table and a slower-pace throughout the meal.

Inside your restaurant, determine the ideal lighting by the experience you’d like to deliver. If your restaurant is on a marina in San Diego, you’d want to encourage the use of all that natural light at your disposal. But say you’re a Speakeasy in lower Manhattan, then warm, dark and dim lighting will only emphasize the vibe you’re trying to solidify.

Due to the nature of the sun, you’ll probably need to adjust your lighting several times throughout the day. Keep track of where the sun is and how bright it is. Depending on the location of your restaurant, protect your guests from unwanted glare or having the sun in their face. I promise you, no one wants to eat their pasta while being blinded. Use your blinds or shades accordingly, but don’t just set it and forget it. Once the sun goes down, be sure to open those babies up again — not only does it feel less like a closed box during your guest’s dining experience, but people looking in from the outside can really see what they’re missing. Some of the best marketing you can do for yourself is letting others have a glimpse of what you’re offering.

Music in the Air

I love that moment when you’re at a bar or restaurant and notice a song you love is playing. You remark about it to those at the table and move on. Then another favorite comes on. And another. The next thing that comes out of your mouth is, “Wow! This place plays the best music. I wonder what this playlist is.”

Music can not only dictate the type of experience your guests have, but can be the reason they remember that experience for years to come. Aside from the sense of smell, music is one of the strongest ties to memory and can take you back to that moment in an instant.

Now that you know why it matters, what’s your pick?

The best way to figure out what type of music to play is to look at your menu and concept. Now, what makes sense? If you don’t have something obvious like an Italian bistro (surprise, surprise — I’d go with Italian music here) or a Mexican Cantina (perhaps some Latin music or even a live Mariachi Band), then think of your ideal customer — what do they listen to? Why not Google it or go right to your customer-base and ask what they like.

The final component when assessing your music strategy is to adjust your tunes throughout the day. Use your best judgement for the daytime decisions, depending on traffic and the vibe you’re going for. I strongly advise to revisit your music selections after your typical dinner service, perhaps around 8:30 or 9:00pm; change your playlist to something more fun and lively. Depending on your concept, go with a playlist your audience will know and enjoy. This can encourage guests to head to the bar for a nightcap, foster conversation amongst bar guests, and offer that memorability-factor.

Just The Right Temperature

Our focus should always be on the guest, and that means each and every guest you’ll potentially have. Of course you want your guests to enjoy themselves and have a memorable experience. However, you also want them to complete their dining experience in a reasonable amount of time so your next reservation does not suffer. There are many ways to accomplish this throughout the meal, but having the correct temperature in your restaurant or bar can make all the difference. If your guest is too comfortable, they may be tempted to stay well past your budgeted time for their meal, especially if there’s a snow storm outside. The ideal temperature lies between 69–72 degrees fahrenheit, says a study highlighted by Culinary Connection. This can vary depending on what your customers need, but keep in mind that a borderline-chilly temp will ensure your guests do not overstay their allotted time and that your hot food will undoubtedly be received as piping hot.

Another factor regarding temperature is that outside temps can affect your restaurant’s traffic and what your guests order. A team of researchers at Ohio State University’s Department of Human Sciences found that on hotter days, people are less likely to go out for lunch and will order less hearty foods. An article by Julie Littman called attention to their findings which stated that it’s not rain that affects sales — it’s temperature. So be sure to keep your space cool and right in that sweet spot.

Pro Tip: This one might seem insignificant, but your newfound temperature awareness also applies to the temperature of the dishes you’re serving your mouthwatering food on. Hot food should be served in hot dishes, cold food should be served in chilled dishes. It takes a small amount of effort to hold stacks of dishes in your walk-in or to preheat your dishes in the oven before plating — and the return is worth it. It truly makes a noticeable difference, your guests will remark about it nearly every time, and your food will taste as it was intended to.

You Can’t Do It Alone

Now that you’re on the path to implementing these things in your own establishment, you have to understand this: you cannot do this yourself. You can make efforts along the way, but without the buy-in from your staff, your efforts will be futile. For example, you can make a point to set all thermostats at an optimal 70 degrees with a personal resolve to keep it there no matter what. But as soon as table 72 complains that it’s too cold, what stops their server from going over and throwing the temperature up to 76 degrees without warning? It’s natural to want to make our guests feel comfortable, but it’s also safe to assume that once your guest orders your famous Chicken Noodle Soup, she’ll warm up right away. Getting your staff on-board is essential to streamline your process and make certain that you’re offering the same dining environment for your guests every single day. Here’s how to do it:

Provide a Schedule and Clear Guidelines for Staff

We can’t expect our team to read our minds, so providing them with clear expectations will help them to contribute to your overall goal. For hosts, give them a schedule of when to open and close the blinds, when to adjust the lighting and temperature, what time to change the music as well as what playlist to change it to, and so on. You can never be too clear, and your staff craves structure. The goal is to have your staff be self-sufficient and know when to do these things on their own.

Give Them The Why

Sometimes all that’s needed is an explanation of why we’re taking the initiatives we’re introducing. Connecting your staff’s efforts to the money they take home usually does the trick. For those on your team that may not be as monetarily motivated, let them know how their small efforts every day contribute to the company’s overall success. This may seem over-simplified, but your staff really does want to be involved and feel like they’re contributing.

Settings for Thermostats & Dials

If you’re using electronic thermostats or apps for lighting and music, program those devices to maintain your ideal levels. Be sure that you’re only sharing the log-in with a select few people. If you aren’t using Smart Devices or Thermostats, but a dial instead, don’t fret. At every dial, put a mark where the ideal levels are. Literally take a Sharpie and mark the dial where you want the temperature to stay. You can create a couple thresholds for certain times of the day, too. This way, your staff will not have to guess how loud is ‘too loud’ and your restaurant can have a consistent atmosphere at all times.

The Placebo Effect

We’ve all heard of it — the Placebo Effect is when a patient is essentially given a sugar pill to cure an ailment, and the patient feels the desired effects simply because they believe they’ve been given a remedy. In restaurants, we do the same with temperature. Many times, a guest will take a seat at their table and immediately feel that the temperature isn’t acceptable. They’ll say it’s freezing and ask you to crank the heat immediately. I encourage you and your staff to say you’ll adjust it right away, maybe even walk over to the thermostat if it’s within eyesight, but don’t actually change anything. By the time those guests get food in their bellies, a cocktail in-hand, and the restaurant gets full, their perception of the temperature will settle right where you want it to. So go ahead — give them the impression that you’re obliging their request, but secretly take no action. I’m not saying to lie … I’m just saying give ’em the ol’ sugar pill.

Conclusion

Every restaurant and bar owner is looking for ways to improve performance, stay ahead of their competition, and make an impact on their guests. Making the investment into effective lighting, memorable music, and finding the ideal temperature will benefit the restaurant as a whole in numerous ways. When you combine these three factors with the most delicious bite of food, followed by a sip of perfectly paired wine, you’ll undoubtedly leave an unforgettable impression on your guests. All of our senses should be involved in a spectacular dining experience, and it’s up to restaurant owners to make sure it happens.

What can you adjust tomorrow to improve in these three areas for your bar or restaurant?