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Layout & How
It Effects Your Bottom Line
There are
numerous elements that contribute to the success of a hospitality
business. We are going to focus on the layout and how it can increase profitability.
Layout has a strong impact on the customer and your ability to service the customer.
When developing
a space plan for your restaurant, nightclub or even retail store
there are a few issues that must be addressed.
1.
Where do you want to lead your clientele?
2.
How does the staff relate to the clientele?
The answer
to the first question is simple. You want t to lead the customer
to the area that generates the revenue. For example, in a nightclub
you want to lead them to the bar. In a restaurant your target areas the tables. In a retail store you
want to lead the customer to the merchandise. You need to evaluate which areas of your business
generates the most revenue and that is where you lead the customer.
Now lets
look at the second question. In all cases the staff must serve
the customer but, how the customer is served will vary from business to business. In a
restaurant or nightclub the staff needs ample room to serve the food and drink to the customer while
maintaining room for customer flow.
In a retail store environment your employees need to help the
client with selection of merchandising and fittings as well as ring up the customer. The quality of
service the customer receives is equally as important as getting the customer to the desired location.
The layout of your space can greatly enhance or hinder the customer service process.
Once you
have determined where you want to lead your clientele and have
analyzed how your clientele relates to the staff. You must analyze
the most effective way to do that within your square footage.
Here are a few key points to get you started.
- Location
of key elements: bar, merchandise, dance floor, lounge area,
rest rooms, fitting rooms, cashier, etc.
- Creating
a good customer flow
- Square
footage vs. anticipated capacity
- Analysis
of the different types of activities happening within the
space and how much square footage each activity needs.
- How do
the activities relate to one another.
- Is your
staff fully equipped to service your customers
- Is the
staff satisfied with the layout of their equipment?
- How can
you optimize the staffs working environment?
A good way
to get started with this process is by creating bubble plans
or adjacency plans. These plans can help you determine the location
of key elements, analyze your activities and see if the relationship
is appropriate. An interior design firm can help you with these
issues especially in determining the amount of square footage
each activity needs.
In summary,
you want to create a layout that moves your clientele through
the space without creating bottle necks. Develop a space that creates a total environment
that is conducive to your staff and leaves the customer with
a pleasant experience. Also keep in mind that creating one area
that generates cash in not always the most effective method.
You want to optimize your square footage by placing several
smaller key purchase points. Therefore, leading your customers
through the space while generating revenue from several areas
of your building. In the end layout and design can increase
profitability and has a strong impact on the customer and your
ability to service the customer.
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