Design Matters
Terry Murphy, Project Sales Manager for ISA (UK), argues that good design and sensible equipment choice are the keys to success for independent operators competing against national chains.
In the last few years the larger national and international coffee-shop chains have altered trading conditions for small and independent operators throughout the UK. In one sense the increased competition, bringing with it uniformity of quality, improved perceived hygiene and greater convenience, has accelerated the demise of the less agile independent operators. However, the overall growth in the sector has created a larger market-place for all coffee outlets and, in particular, created new opportunities for those offering customers something a little different.
Good design and sensible equipment choice are the keys to success for independent operators competing against national chains. Good design, in a visual sense, creates the all-important ambience for customers, and sends messages about the type of outlet they can expect. A hotchpotch design, where equipment and counters do not match, could lead customers to expect a poorer product. Customers, familiar with the polished interior designs of the larger chains, will no longer put up with poor design in even the smallest outlets.
Additionally, good design ensures that the outlet runs efficiently. This leads directly to improved customer satisfaction through faster coffee making, reduced waiting times and greater throughput. It is important that experienced design input is received at the planning stage to ensure that chilled serve-over units, displays, counters, preparation areas and tills are integrated to maximise efficient working. Also, this integrated design for efficient working invariably leads to hygienic working.
It is clear that the larger chains and multiple operators have raised perception levels of hygiene in outlets where food and drinks are prepared, and it is important that independent operators meet or exceed these expectations. Cleaning regimes can be made easier through good design, where suitable materials are combined effectively. But hygiene is not only about cleanliness – proper refrigerated food storage and display is equally important. Recent years have seen the introduction of ever more stringent environmental health guidelines on the storage and display of chilled and fresh foods. The choice of refrigeration equipment is therefore critical in meeting the guidelines, so product selection must be made very carefully, ensuring that product temperature is maintained within tolerance. Additionally, from an aesthetic sense, the chilled display unit and serve-over should look part of the overall design, rather than a separate entity.
Certainly design cohesion – giving an integrated look throughout the bar, counter and refrigerated sections – is an increasing trend and minimum requirement for smaller operators trying to compete with the larger chains. It is a ‘look’ which is becoming more readily available from Europe’s leading manufacturers, particularly those pioneering design-led products. For example, ISA S.p.A., with over 40 years experience in the design and manufacture of bar systems and refrigerated display units, continues to set trends throughout Europe. Colours, materials and finishes always reflect current trends and, combined with integrated and certified refrigeration equipment, ensure that systems are as aesthetically pleasing as they are efficient and practical. Environmental concerns are also addressed – thanks to its Ecology Project all ISA’s new products are 100% HCFC-free, using eco-friendly gases in their refrigeration systems and HCFC-free polyurethane for insulation.
An example of this trend-setting can be seen in ISA’s brand-new URBAN STYLE range of modular showcases, which has been designed to reduce the distance between the server and customer, increasing sensory interaction with the displayed products. The URBAN STYLE offers designers a versatile product to enhance any contemporary interior. Display cabinets for ice cream, pastries, chilled food and hot buffets co-ordinate with matching service or bar counters to complete a dramatic display – perfect for bars, cafes, restaurants, ice cream parlours, sandwich shops and foodservice operations.
The URBAN STYLE provides a continuity of style across display cases, counters and serving areas ensuring a clear view of the food at all times which promotes impulse buying. The inclined surfaces of the units and the integration of glass, steel and wood assist with both visibility and serving, whilst creating a strong and unique visual impact. The system can be used to create practical and ergonomic working areas which conform to the highest standards of hygiene and cleanliness. Practicality and daily efficiency can be achieved without compromising the elegant, minimalist look.
With an extensive range of complementary backfittings and a wide choice of module sizes, the URBAN STYLE allows full flexibility of design. For example the behind-counter benches are easy to use and offer increased display space, providing alternative or additional product promotion areas. The suspended cabinets, available in refrigerated or ambient versions, can be arranged independently of the aesthetics of the counter for eye-catching impact.
ISA’s recently launched TAM TAM is a perfect example of design led innovation, leading to practical and aesthetically pleasing installations. The focus of the design is the drum - an ingenious multi-purpose element which allows an infinite choice of corner angles to be created in counter runs and back bars which revolutionises traditional fixed patterns of design. This creates a high quality, customised look and feel from versatile standard elements. It also allows the layout to constantly evolve, to meet the ever changing needs of the outlet. Similarly, the novel FRAME system from ISA has been designed by Simone Micheli to display products in a stunning and unique arrangement – yet still based on a simple and versatile modular structure. The system is extremely adaptable and flexible, and allows product lighting to be both energy saving and yet highly inventive.
For those wishing to make the boldest design statement ISA offers the I GHIACCI. Created by world-renowned architect and designer Claudio Silvestrin, the I GHIACCI combines eye-catching refrigerated areas with integrated bar, counter and back-bar options. It offers end-users a unique, high visual-impact display solution - ideal for coffee bars, ice cream parlours and patisseries in high-footfall applications such as food halls, airport terminals, stations, exhibition or gallery concourses and commercial centres.
Claudio Silvestrin designed the I GHIACCI bar system to be innovative, futuristic and, above all, eye-catching. Strong, assertive and dynamic lines seamlessly blend the stainless steel framework with clear and vividly coloured curvaceous panoramic panels. Carefully concealed lighting and a low front enhances the visibility of product displays. The harmonising design of the back-bar features a matching coloured curved surround, combining glass shelves with stainless steel base units and worktop.
The overall design concept is not only dramatic, but also surprisingly practical to live with. Whole sections of curved front can simply be slid forward for easy cleaning. The extensive use of stainless steel not only looks good, but is also hygienic and easy to clean. The chilled sections feature ISA’s well-established refrigeration technology, offering energy efficiency, reliability and low running costs.
Generally, modular systems are a quick and easy way to create a bar/counter area, and are offered by numerous manufacturers at a range of price levels. However, these systems still require careful design and planning to ensure that modules are used to create an effective and efficient layout. It is therefore vital to select a supplier that has extensive experience in the market place and works closely with clients throughout the design process. This should include initial discussions regarding the customer service objectives of the outlet to ensure that these can be met through the finished design. ISA (UK), with a comprehensive and practical understanding of the market offers not only sales, design and technical support but also customises, delivers, installs, commissions and maintains equipment.
December 2008
