With rising costs, reduced consumer spending and an increasingly saturated restaurant industry, the importance of curb appeal has never been greater. A restaurant’s exterior acts as permanent advertising collateral or an always on branding channel. With most UK residents visiting restaurants at least once a week, Nexus looks at how maximising your curb appeal can bring a large portion of diners through the door.
The curb appeal concept has two main pillars: architecture and atmosphere. These combine to draw people off the street into your establishment.
This means there’s a multifaceted approach when considering curb appeal in the food and beverage industry: signage space, windows, lighting, greenery, walkthrough, walls, colours. Each plays an important role in the perception of an eatery and in establishing a unique brand identity.
According to Ibis World, the number of eateries in the UK has increased by 0.3% a year since 2018. This makes curb appeal imperative.
Architecture in curb appeal
One aspect of engaging with passers-by is to maximise the appeal of a walk- through area. If a doorway has a unique appearance, in the shape of an arch, for example, it could maximise the number of people visiting your venue.
Sometimes pushing the boundaries of interior design works inexplicably well. Nexus recommends using multiple facets of different architectural periods or styles to bring a maximalism feel to the project. Maximalism is one of the biggest trends expected to continue its growth into 2024 and consists of using more elements in a space, whether that’s colour or shapes or items.
In contemporary architecture, the use of colours can influence the perception of a project subliminally. Depending on the architecture, the colours used can enhance or contrast with the overall feel of an eatery project.
Atmosphere in curb appeal
Creating a desirable atmosphere is the most important way to maximise the number of new diners – the main indicator of curb appeal performance.
The atmosphere of an eatery is powered by all interior elements, careful consideration needs to be taken when selecting each, from the door handles to tables and book displays to artwork. Even the intricacies of a project are paramount to the success of curb appeal efforts.
Based on its projects in 2023, Nexus predicts that opting for wall-mounted not vinyl graphics will continue into 2024. The extra investment into 3D signage can help to increase the longevity of the branding and show a more permanent stance. Another pattern seen by Nexus is the use of LED back-lit signage. The usage is multiplying with the team of experts at Nexus predicting that the permanence of them compared to vinyl signage creates a sense of longevity.
Creating an Instagrammable space in your eatery – the bar or entrance area, for example – is a perfect way to encourage return diners or drinkers to your establishment. This helps to bring your curb appeal into the digital world too. Digital curb appeal is cited as a new variable in the dining sphere with the importance of it matching that of traditional curb appeal.
Within an industry where quality and appeal pair to become the recipe for success, Nexus advises restaurant and bar owners to think outside the box. Bring your venue to life by using interior elements that resonate with your potential customers and create the authentic atmosphere you desire.
