Shopfitting and Design

Terry Murphy, ISA's Project Sales Manager for shopfitting and refrigerated equipment, looks at ways in which small operators can use good design to compete against larger competitors.

Good Design

Good design plays two important roles in the success of any foodservice or catering outlet.  First, it creates the all-important ambience for customers, communicating a clear message about the type of food experience they can expect.  A jumbled design, where equipment and counters do not match, could lead to an expectation that a poorer product is being offered.  Customers, familiar with the slick interior designs of larger operators, will no longer tolerate poor design in even the smallest outlets.

Second, good design ensures that the operation runs effectively and efficiently.  This leads directly to improved customer satisfaction through faster food delivery, 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 enhance operational success.

Flexibility

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 combined to create an effective layout, so it’s important to work closely with an experienced supplier throughout the design process.  This should include initial discussions regarding the customer service objectives of the operation to ensure that these can be met through the finished design.

If the requirements of the operation are likely to change, flexibility can be specified from the start.  Certain modular systems allow versatility by offering a 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 from standard elements and allows the layout to constantly evolve, meeting the ever-changing needs of the operation.

Consider also the possibility of moving some display elements outside to meet seasonal demand - scooping ice cream cabinets on castors are particularly suited to this and significant additional sales revenues can be generated as a result.

Hygiene

An efficient working environment invariably leads to hygienic working practices.  Larger operators have raised the perceived levels of hygiene in their outlets and it’s important that smaller operators meet or exceed these expectations.  Cleaning regimes can be made easier through good design and a choice of suitable materials.

But hygiene is not only about cleanliness – correct 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 - selection must be made very carefully to ensure that product temperature is maintained within tolerance.

Environmental Concerns

Operators need to constantly review the environmental impact of their operation, not only to meet their CSR targets but also to reduce ongoing energy costs, minimise environmental impact and cut final disposal expenses.  Many of these factors can be addressed during the design phase by specifying refrigeration products that are energy efficient, use eco-friendly refrigerants and HFC- and HCFC-free insulation.

Conclusion

Design cohesion – an integrated look throughout the bar, counter and refrigerated sections – is an increasing trend and minimum requirement even for smaller operators.  It’s a ‘look’ which is becoming more readily available from Europe’s leading manufacturers, particularly those pioneering design-led products.

Their colours, materials and finishes will always reflect current trends and their engineering innovation will address environmental concerns.  In short, their experience should be relied upon to ensure systems are as aesthetically pleasing as they are efficient and practical.

August 2011