Whereas casual dining in the 1990s emphasized the mass-produced—”fast” and “cheap” being the operative words—recent years have seen a shift toward experiential hospitality. Technology has given rise to a much more informed, well-connected consumer who places value on authenticity, quality, and storytelling. The restaurant of today is not just a pit-stop destination, more often than not it represents an entire lifestyle brand. As American dining continues to evolve, designers have to think about the full user journey, which starts before a customer walks through the door and continues well after their visit.
On October 19 at the New York offices of ICRAVE, Metropolis’s director of design innovation Susan S. Szenasy led a conversation about how restaurant design needs to respond specifically to the millennial consumer. One of the main questions emerged around the need for restaurants to make smarter use of their physical spaces. You can have a great concept and even a great space, but all the elements have to coalesce into a great customer experience. For managing director of Yo! Sushi Scott Steenrod, who is translating the British chain’s signature sushi-on-a-conveyor-belt experience for American audiences, it comes down to two essential factors. “First, you need an element of simplicity and intuition,” he explained. “Second, you have to build in opportunities for customization.” Today’s consumer has higher expectations and a greater willingness to try new things. Creating a space that is approachable yet allows for a personalized experience is crucial to staying relevant in today’s restaurant industry.