CHAPEL HILL, N.C. – As foodservice continues to be a major profit center and differentiator for convenience stores, those considering implementing — or improving — a program may want to take a page from the QSR playbook when it comes to creating an appealing store environment.
From the colors used to the music played, environmental quirks in limited-service design today are planned around consumer psychology to create an experience that employs more senses than just taste, says a recent article in QSR Magazine .
From upholstered booths and clean layouts to a brighter color palette and carefully curated radio stations, even seemingly minor changes are often made with strategic and subtle purposes in mind.
As competition becomes stiffer, brands are finding that embracing the psychology of design is key to enhancing the guest experience. In essence, restaurants that have for so along designed their core around taste are now appealing to consumers’ other senses — sight, hearing, smell and touch — to influence behavior, increase customer satisfaction, and capture guest loyalty on a deeper level.
Sight: Taste may be the first sense that comes to mind in foodservice, but because the brain perceives sensual signals more quickly through the eyes than anywhere else, it’s sight that is one of the most important qualities when it comes to restaurant design. Color palettes can elicit specific emotions and actions, for instance, red and yellow are known to subconsciously trigger hunger and induce excitement. But it’s not only colors than can have a visual influence on consumers’ perception and behavior, bright lighting can enhance the speed of service and increase customer turnover.
Sound: While sight plays a considerable role in influencing consumer behavior and perception, sound can have an effect on not only what and how much guests consume, but also what kind of demographic the brand attracts in the first place. Soft, medium-tempo music has been found to encourage guests to both stay longer and consume more, according to some studies. Brands may not realize it, but the level of music and background noise can have a sizeable influence on consumers’ perception.
NACS CAFÉ has numerous resources available to retailers interested in building and improving their foodservice program.