Final Thesis Defense Presentation: COVID-19 & Restaurant Design by Julia Ruiz

COVID-19’s Impact: Understanding and Assessing the Emergent Design Implications to Re-Design the Chain Casual Dining Restaurant Julia Ruiz

Current Problem

Literature Review

Original Research

Project Solutions

COVID-19’S IMPACT ON THE RESTAURANT INDUSTRY

Two out of three restaurant employees have lost their jobs (National Restaurant Association)

Restaurants, on average, laid off 91% of their hourly workforce and 70% of salaried employees due to COVID-19 related closures (James Beard Foundation)

The restaurant industry ended 2020 with total sales that were $240 billion below the Association’s prepandemic forecast for the year

There are nearly 2 million fewer 16-to-34-yearolds in the labor force, the most prominent age group employed in the restaurant industry workforce.

As of Dec. 1, 2020, more than 110,000 eating and drinking places were closed for business temporarily, or for good

CHAIN CASUAL DINING SEGMENT

Struggling Chain Casual Brands

Friendly’s Ihop Ruby Tuesday Houlihan’s Joe’s Crab Shack Hard Rock Cafe Chili’s Tgi Friday’s Outback Steakhouse Applebee’s California Pizza Grill Dave & Buster’s Denny’s Perkin’s BJ’s Sweet Tomatoes Red Lobster

Evidence they are struggling • Filing for Bankruptcy • Halt on growth • Mass closures (unrelated to covid)

Why are they struggling? • Growth of Competition • Decline of Middle Class • Rise of Food and Labor Costs

Research Focus

For this study, the chain casual dining segment was focused on during research

The Typical Chain Casual Restaurant Interior Applebee’s

TGI Friday’s

Ruby Tuesday

Olive Garden

Fast Food Segment: A Comparison

90’s and 2000’s

2010-2020

2020-2021 (COVID-19 Re-Design)

McDonald’s

Burger King

Taco Bell

PROBLEM STATEMENT

The restaurant industry was projected to hit $899 billion in sales in 2020, estimating employment of over 15.6 million people (National Restaurant Association, 2019). However, due to the COVID-19 pandemic, these predictions were never met. The chain casual dining sector already faced tough losses over the years, with food traffic falling 3.5% as of November, 2019 (Black Box Intelligence, 2019). Now, chain casual dining restaurants face even more devastating losses due to the COVID-19 pandemic. Although the future of these restaurants are still unknown, it is important for chain brands to assess their responses. With drastic changes in perceptions and behaviors, it is important to re-evaluate the dining experience. Specifically, it is vital for the chain casual dining industry to adapt their current models and aim to enhance customer dining experience through design.

Purpose & Goals The purpose of this study is to explore and gain a deeper understanding on how to enhance customer dining experience using design in the COVID-19 era. The goal of the research is to identify the themes that have emerged in the restaurant industry as a response to the pandemic and ways to support these themes.

Research Questions Primary Question: What themes have emerged in the restaurant industry as a response to the COVID-19 Pandemic? Secondary Question: What design solutions and elements can be implemented into chain casual dining restaurant design to enhance the customer dining experience post COVID-19?

Literature Review

DINING EXPERIENCE

CHAIN CASUAL DINING

PHYSICAL ENVIRONMENT

RESTAURANT DESIGN

This study defines the dining experience as the overall customer satisfaction level in a restaurant setting. Three main dining experience dimensions were prevalent throughout the literature review: Service Quality, Food Quality and Physical Environment

This study defines casual dining as a restaurant that serves moderately priced cuisine in a casual environment. This section also discusses the history of chain dining, as well as food trends, Take-out, Delivery, and Target Audiences.

The physical environment is defined as the man-made physical setting/conditions, which can be controlled by restaurateurs. This section includes subsections on Space Planning, Lighting, Decor & Table Setting, Color and Cleanliness & Sanitation.

This section reviews additional restaurant design concerns, including Brandscaping and Branded Spaces, Bar and Lounge design, Seating and Furniture Type, Off-Premise concerns, Outdoor Dining, Open Kitchen Trends and Environmental Graphics and Wayfinding.

ORIGINAL RESEARCH : METHODOLOGY

METHODOLOGY

This study targeted and collected online news reports, press releases, design articles, restaurant articles, business journals, and editorials on the topic of restaurant design in the COVID-19 era. The collection of information was compiled over a 10-month period, chronologically tracking the COVID-19 impact on restaurants and restaurant design.

Collection of 82 News Reports, Press Releases, Design Sources, Government Statements, CDC Guidelines,

Organization of sources by timeline of COVID-19’s impact on restaurant industry, sorting into 3 phases

Analysis through identification of themes, subcategories, design solutions and responses

PHASE 1

PHASE 2

March 15, 2020: CDC issued guidance recommending against any gathering of 50 or more people for an eight-week period

By May 31, only 8 jurisdictions had mandatory orders applicable to at least some part of their population

March 15, 2020 - April 26, 2020: 42 states and territories issued stay-at-home orders

May- June: Jurisdictions begin easing restrictions to allow more outdoor-dining spaces, including setting up tables in parking spaces.

The restaurant industry loses 5.5 million jobs in April as the national unemployment rate soars to 14.7%

Second wave of covid begins due to easing of lockdowns across the nation.

March 15, 2020: 3,244 confirmed COVID-19 cases and 61 related deaths

May 1, 2020: 1,061,101 confirmed COVID-19 cases and 57,266 related deaths

April 30, 2020: 1,033,157 confirmed COVID-19 cases and 55,225 deaths

August 31, 2020: 5,967,833 confirmed COVID-19 cases and 175,243 deaths

PHASE 3 September 2020: The number of foodservice jobs remains 2.3 million below pre-COVID levels as the unemployment rate declines to 7.9%. October 2020-December 2020: Northern cities and state ban indoor dining again. Third wave of covid begins due to holidays and gatherings

September 1, 2020: 5,999,459 confirmed COVID-19 cases and 175,602 related deaths December 31,, 2020: 19,663,976 confirmed COVID-19 cases and 345,015 deaths

ORIGINAL RESEARCH : FINDINGS

Off-Premise Dining

Customer Trust

Privacy & Intimacy

7 Emergent Themes

Branded Technology Solutions

Flexibility

Health & Safety

Dining Experience

Icon

Overarching Themes

Key Terms

Branded Technology

Digital Solutions (Mobile Ordering, Mobile Apps, Rewards Programs), Touchless Solutions (QR Codes, QR Menus)

Customer Trust

Transparency, Open Kitchen

Dining Experience

Ambiance, Comfortability, Outdoor Dining, Social Interaction, Wayfinding & Environmental Graphics

Flexibility

Flexible Seating Options

Off-Premise Dining

Curbside, Delivery, Drive-Through, Take-out, Ghost Kitchen, Exchange Zone, Square-Footage Reduction

Privacy & Intimacy

Barriers, Screens, Walls, Booth Seating, Banquet Seating

Safety & Health

HVAC Upgrades, Cleanliness, Anti-porous Materials, PPE, Sanitation Station, Seating Reduction, Social Distancing, Temperature Checks

PHASE 1 FINDINGS PHASE 1

1. Seating Reduction 2. Sanitation Station 3. HVAC Upgrades

PHASE 2

PHASE 3

1. Take-Out 2. Delivery 3. Curbside

3/15/20 - 4/30/20

Overarching Themes

1. Touchless Solutions

Safety & Health

Off-Premise Dining

Technology Solutions

Exchange Zone

Delivery

Drive-Through

Curbside

Ghost Kitchen

Takeout

PHASE 2 FINDINGS PHASE 1

1. Seating Reduction 2. Cleanliness 3. Sanitation Station 4. Social Distancing

PHASE 2

PHASE 3

1. Take-Out 2. Curbside 3. Drive Through

1. Outdoor Dining 2. Wayfinding & Graphics 3. Ambience

5/1/2020 - 8/31/2020

Overarching Themes

Safety & Health

Off-Premise Dining

Dining Experience

Ambience

Comfortability

Social Interaction

WayFinding & Graphics

Outdoor Dining

PHASE 3 FINDINGS PHASE 1

1. Outdoor Dining 2. Wayfinding & Graphics 3. Social Interaction

PHASE 3

PHASE 2

1. Take-Out 2. Drive Through 3. Curbside

9/1/2020 - 12/31/2020

Overarching Themes

Safety & Health

Off-Premise Dining

1. Outdoor Dining 2. Wayfinding & Graphics 3. Social Interaction

Dining Experience

ALL PHASES: FINDINGS

Icon

Overarching Themes

Supportive Design Elements

Branded Technology

Digital Solutions (Mobile Ordering, Mobile Apps, Rewards Programs), Touchless Solutions (QR Codes, QR Menus), Kiosks, Menu Boards

Customer Trust

Open Kitchen, Display Kitchen, Direct Sightlines, Open Layout

Dining Experience

Outdoor Dining, Parking Lot Solutions, Heating/ Shading Techniques, Wayfinding & Environmental Graphics, Signs, Stickers, Posters, Branded Graphics, Central Focal Point, Connection to Place, Historical Relevance

Flexibility

Flexible Seating Options, Table Removal, Furniture Storage, Movable Furniture

Off-Premise Dining

Curbside, Delivery, Drive-Through, Take-out, Ghost Kitchen, Exchange Zone, Square-Footage Reduction, Pickup Shelves, Heated Lockers

Privacy & Intimacy

Barriers, Screens, Half Walls, Booth Seating, Circular Booth seating, Alcove Seating, Low Lighting, Dimmed Lighting, Lowered Ceiling

Safety & Health

HVAC Upgrades, Cleanable Materials, PPE, Sanitation Station, Seating Reduction, 6ft separation

7 Emergent Themes + Literature Design Considerations Off-Premise Dining

Customer Trust

Local Relevance Privacy & Intimacy

Flexibility

Branding

Cleanliness

Branded Technology Solutions

Health & Safety

Dining Experience

DESIGN PROGRAM DESCRIPTION Informed by the review of the literature as well as an original research component conducted as part of this thesis research, the overall design of three chain casual dining restaurants was developed.

Flagship • Embraces brand & it’s history/ mission • Elements and Amenities can be replicated in other locations • Includes experiences only found in the Flagship Location

Suburban Adaption • Redesign of an existing restaurant • Incorporates amenities and elements found in Flagship Location • Incorporates local culture and context

Digital Footprint • Prototype for Technology Focused and To-Go Services • Incorporates amenities and elements found in Flagship Location on a smaller scale • Incorporates local culture and context

Client Profile

Struggling Chain Casual Brands

TGI FRIDAY’S

TGI Friday’s company goal/vision is to “create an atmosphere that is relaxed yet exciting making you feel as though it’s always Friday.” In addition, TGI Friday’s is also closely monitoring the COVID-19, assessing the rapidly changing dining environment. By taking key actions, TGI Friday’s has taken necessary steps in their immediate design response and have begun to take future action for post COVID-19 dining. The company is not only looking to bring back repeat- customers post COVID-19, but attract new audiences as well.

01: TGI FRIDAY’S NYC FLAGSHIP

TGI FRIDAY’S NYC FLAGSHIP 253 W 47TH ST

LOCATION DESCRIPTION The TGI Friday’s Flagship Store will be located in the theater district in NYC. Theater District is an area/neighborhood in Midtown Manhattan where numerous Broadway theaters are located. In addition to the theaters, a plethora of restaurants, hotels and other places of entertainment are located in the district. The area was named for the New York Times headquarters on the square in 1903. During the Post-Depression era, the neighborhood saw a rise of music, dance and drama venues, followed by a commercial rebrand and tourist boom. The zone is bounded by West 40th street, West 54th street, Sixth Avenue and Eighth Avenue. The theater district also includes Times Square and surrounding attractions. The district is known to be an energetic, commuter-friendly neighborhood surrounded by iconic NYC scenery. It is high-energy throughout all hours, with little to no quiet time.

Pedestrian Circulation

Zoning Commercial & Office Buildings Public facilities & Institutions One & Two Family Buildings

Mixed Residential & Commercial Multi-Family Walk Up Buildings

Window Orientation and Views

Windows are located on the south/west facing facade facing 47th street. The windows are floor to ceiling and give customers a direct view onto 47th street and the surrounding buildings. There are floor to ceiling windows on the second floor facing north/east. The view looks down to the glass roof of the first floor and the back of the buildings adjacent.

Public Transit 3 Line Broadway Local Route 49 St Subway Station

Traffic Counts <4,000 <10,000 <75,000

PROGRAMMING

BUBBLE DIAGRAMS

BLOCKING

SQUARE FOOTAGES MAJOR

PER ROOM/SPACE

MAIN DINING ROOM

1,500-2,000

SECONDARY DINING

1,500-2,000

BAR INDOOR & OUTDOOR

750-1,500

OUTDOOR SEATING

750-1,500

KITCHEN (HOT & COLD

50-100

WAITING AREA/VESTIBULE/

50-150

RESTROOMS

600-700

OFFICES & EMPLOYEE

300-700

STORAGE

1,200-1,500

PRIVATE DINING

400-500

BEVERAGE STATIONS

200-300

14,750

RESTROOMS

KITCHEN CIRCULATION

LOUNGE SEATING

CENTRAL BAR

ELEVATOR & STAIRS EMPLOYEES

ELEVATOR & STAIRS PUBLIC

FIRE STAIRS

LOUNGE SEATING

SECONDARY SEATING

FIRE STAIRS

SECONDARY SEATING

2ND FLOOR OPEN KITCHEN KITCHEN CIRCULATION

RESTROOMS

OUTDOOR SEATING

RESTROOMS

KITCHEN (HOT & COLD

WAITING AREA/VESTIBULE/

ELEVATOR & STAIRS EMPLOYEES

ELEVATOR & STAIRS PUBLIC

RESTROOMS OFFICES & EMPLOYEE STORAGE PRIVATE DINING BEVERAGE STATIONS

FIRE STAIRS

SECONDARY SEATING

ENTRY

SECONDARY DINING

ENTRANCE

ELEVATOR & STAIRS EMPLOYEES

HIGH TOP SEATING

CENTRAL BAR

MAIN DINING ROOM

BAR INDOOR & OUTDOOR

STORAGE

RESTROOMS

4,500-6,000

ENTRANCE

1ST FLOOR OPEN KITCHEN

UNDERGROUND OPEN KITCHEN

FIRE STAIRS

SECONDARY SEATING

FIRE STAIRS

ROOFTOP/ OUTDOOR BAR ELEVATOR & STAIRS EMPLOYEES

FIRE STAIRS

ELEVATOR & STAIRS EMPLOYEES

LOUNGE SEATING

HIGH TOPS

FOUR-TOP

FIRE STAIRS

USER JOURNEY 1. Entry 6

2. Main Seating 4

3. Sports Bar 5 4

4. Level 2 Main Seating 2

5. Secondary Seating 3

6. Rooftop Terrace 7. 1960’s Inspired Bar

7 8

8. 1960’s Inspired Lounge

LEVEL 1 - GROUND

Sports Bar Kitchen

Entry Main Circulation

Restrooms Main Seating

Level 1 Entry

Branded Graphics Central Focal Point

Direct Sightlines

Cleanable Material Open Layout

Level 1 Main Seating

Custom Designed Mural

Level 1 Main Seating

Central Focal Point Branded Graphics

Direct Sightlines

Cleanable Material Open Layout

Level 1 Sports Bar

Dimmed Lighting

Central Focal Point Display Kitchen Cleanable Material

LEVEL 2

Secondary Seating

Kitchen

Main Seating

Restrooms

Level 2 Main Seating

Central Focal Point Open Layout

Moveable Furniture

Direct Sightlines

Cleanable Material

6ft Separation

Level 2 Secondary Seating

Environmental Graphics

Lowered Ceiling

Partitions

Display Kitchen “Alcove” Seating

Booth Seating

Cleanable Material

Direct Sightlines

LEVEL 3 - ROOFTOP

Outdoor Dining

Small Kitchen

Bar

Rooftop Lounge Restrooms

Rooftop Terrace

Outdoor Dining Central Focal Point Views of NYC

Cleanable Material Moveable Furniture

Direct Sightlines

LEVEL -1 : CELLAR LEVEL

Office

Kitchen Storage

Lounge

Restrooms Kitchen

Bar

Bar Storage

Cellar Lounge

Cellar Lounge Lowered Ceiling

Historical Relevance Central Focal Point

Direct Sightlines Booth Seating

Cleanable Material Dim Lighting

Graphics

Cellar Bar

Historical Relevance Central Focal Point Direct Sightlines Cleanable Material Dim Lighting

Booth Seating

02: TGI FRIDAY’S SUBURBAN ADAPTION

TGI FRIDAY’S SUBURBAN ADAPTION 15551 Sheridan St, Davie, FL 33331

LOCATION DESCRIPTION The second restaurant will be located in Davie, Florida, seen in figure 5.2. The town of Davie is located in Broward County, Florida. It is approximately 25 miles north of Miami, but is still considered a principal city of the Miami metropolitan area, which is home to more than 6 million residents. Davie was originally carved out of the Everglades land, and was considered “Western” with its “Wild West” architecture. The town once boasted a significant horse-owning population, however in recent years, commercial and residential development have increased. The TGI Friday’s location in Davie was chosen based on a number of factors. This included the site location, which is directly off of I-75, one of the largest interstates in Florida. The restaurant is also located near a busy shopping center, large suburban neighborhoods, and numerous hotels. The site gives the client the perfect opportunity to adapt the space to accommodate shifting diner behaviors.

Window Orientation and Views Windows are located on all the facades except the south-west facing side. The North-West facing windows give views of the tree-lined parking lot and street. The North-East Facade windows gives patrons views of a pond, adjacent to a street. The South-East windows face a street, grass strip and ramp off of I-75.

Traffic Circulation

Zoning Commercial & Office Buildings Public facilities & Institutions One & Two Family Buildings

Nearby Restaurants

Mixed Residential & Commercial Multi-Family Walk Up Buildings

Residential

PROGRAMMING

BUBBLE DIAGRAMS

BLOCKING SQUARE FOOTAGES

RESTROOM

EMPLOYEE RECEIVING AREA DRIVE-THRU

OUTDOOR DINING

CAR EXPERIENCE

COLD FOODS

CURBSIDE PICKUP

MAIN DINING

OUTDOOR & INDOOR BAR INDOOR LOUNGE

WAREWASHING

HOT FOODS

SERVICE

MAIN DINING ROOM EXPERIENTIAL CAR DINING

RESTROOMS

INDOOR/OUTDOOR BAR

OUTDOOR SEATING

MAIN DINING

500-1000

SECONDARY DINING

500-1000

BAR & LOUNGE

300-500

OUTDOOR DINING

300-500

KITCHEN (HOT & COLD FOODS)

2,400-2,600

WAREWASHING

50-100

RESTROOMS

200-400

STORAGE

300-500

OUTDOOR LOUNGE ENTRY

50-100

ENTRY/WAITING AREA

OFFICE

STORAGE

KITCHEN

PER ROOM/SPACE

MAJOR

TOTAL

6,500+-

USER JOURNEY 5

2 1

1. Main Dining Zone

2. Secondary Dining Zone

3. Lounge Seating

4. Outdoor/Indoor Bar

5. Drive-In Movie Experience

1 3

2 7

OVERALL SITE

KEY 1. Entry 2. Main Seating 3. Secondary Seating 4. Lounge Seating 5. Indoor/Outdoor Bar

6. Outdoor Lounge Seating 7. Drive-In Experience 8. Separate Takeout 9. Kitchen

Main Dining Zone

Custom Designed Mural

Main Dining Zone Historical Relevance

Connection to Brand

Graphics

Local Relevancy

Booth Seating

Cleanable Material

Half Walls

Direct Sightlines

Custom Designed Mural

Secondary Dining Zone

Secondary Dining Zone Connection to Brand Open Layout Half Walls Flexible Tables

Booth Seating

Flexible Chairs

Cleanable Material

6ft Separation

Direct Sightlines

Indoor/Outdoor Bar

6ft Separation

Cleanable Material

Local Relevancy

Direct Sightlines

Outdoor Dining

Drive-In Movie & Dining

SCAN QR CODE

Drive-In Movie & Dining Curbside

Mobile Ordering

SCAN QR CODE

QR Code

SCAN QR CODE

Touchless Solution Branded Mobile App

Drive-In Movie & Dining

SCAN

QR CO DE DRIVE- IN MOVIE EXPERIENCE

Drive-In Movie & Dining

QR Code SCAN

Curbside

QR CO DE DRIVE- IN MOVIE EXPERIENCE

Branded Mobile App Mobile Ordering Touchless Solution

03: TGI FRIDAY’S PROTOTYPE DIGITAL FOOTPRINT

PROTOTYPE DIGITAL FOOTPRINT 1 University Place, New York, NY

LOCATION DESCRIPTION The digital, take-out focused TGI Friday’s will be located on the edge of Greenwich Village. Specifically, the storefront will be placed on the North-Eastern Corner of Washington Square Park. In addition to the major attraction of Washington Square Park, the NYU campus building surround the area, boasting high foot traffic of students and faculty.

Traffic Counts

Zoning Commercial & Office Buildings Public facilities & Institutions One & Two Family Buildings

Mixed Residential & Commercial Multi-Family Walk Up Buildings

Window Orientation and Views Windows are located on the West and South facade. The windows are floor to ceiling, with a detailed ornamented archway. The windows have a direct view onto an NYU building and Washington Square Park. Quality of Existing Layout The quality of the building is in good condition. Although the building is old, the retail-floor space is up-kept.

NYU Campus Buildings

Pedestrian Circulation

PROGRAMMING

MAJOR

BUBBLE DIAGRAMS

PER ROOM/SPACE SQ FT ESTIMATE

ENTRY

150-300

100-200

BAR

200-300

OFFICES & EMPLOYEE

200-300

KITCHEN (HOT & COLD FOODS) WAREWASHING RESTROOMS

R.R

RESTROOMS

25-50

LIMITED SEATING

BLOCKING

OFFICE

STORAGE

LIMITED SEATING

BAR

R.R

WAREWASHING

COLD FOODS

HOT FOODS

Bar limited seating

1,000 50-100 200

STORAGE

300-500

TOTAL

2,500 + -

Office

Storage

Circulation Bar

Circulation Pickup Lockers

“Open Kitchen” Circulation Ordering

FLOOR PLAN KEY 1. Order Counter “Bay” 2. Pickup Shelves Bay 3. Bar + Limited Seating 4. Restrooms

5. Mechanical Closet 6. Display Kitchen 7. Storage/Fridge 8. Office

4 4 7

6 3

USER JOURNEY

3 2 1

1. Order Counter Bay

2. Pickup Shelves Bay

3. Bar & Limited Seating

Order Counter Bay HOW TO ORDER MENU LUNCH DINNER DRINKS

SCAN FOR MENU SHELF #

CLAIM REWARDS

DOWNLOAD APP

LUNCH ORDER FOOD

PICKUP

DINNER

DRINKS

HAPPY HOUR

Order Counter Bay HOW TO ORDER

SCAN FOR MENU

SHELF #

LUNCH

DINNER DRINKS CLAIM REWARDS

DOWNLOAD APP

Takeout

LUNCH ORDER FOOD

DINNER

DRINKS

HAPPY HOUR

PICKUP

Branded Mobile App

QR Code

Mobile Ordering

Wayfinding

Touchless Solution

Order Kiosks Cleanable Material

Pickup shelves Bay

Wayfinding

Pickup Shelves Bay Takeout 10

Pickup Shelves 13

Branded Graphics 6

Touchless Solution

Cleanable Material

Bar & Limited Seating

Custom Designed Mural

Local Relevancy

Lowered Ceiling

Bar & Limited Seating Branded Graphics

Half Walls

Cleanable Material

Sq. Footage Reduction

Limited Seating

Custom Designed Mural

Conclusion

The Coronavirus disease impacted billions of individuals and their families across the globe, wreaking havoc on the social and eoncomic environment across all nations. Recent progress in vaccine distribution has made it possible for industries to begin healing and looking toward the future. The restaurant industry, one of the hardest hit by COVID-19, is now able to start moving forward in the recovery process. However, it is clear that dining out will never be the same, and restaurants, including the chain casual dining segment, need to make changes for the success of their businesses. This study provides information for restaurateurs and designers on how to enhance customer dining experience post COVID-19 through design.

Thank You!