Andrea Desimone
In a market where restaurateurs are dying to break into the foodie scene, competition is fierce. Developers need to consider current industry trends in order to break away from the competition and intrigue chef and owners – and therefore diners – who have countless options when deciding on a place to eat. Among the trends shaping dining culture today is the explosion of “fine casual” options, the need for unique design elements, and thinking seasonally about outdoor dining – what diners love and operators grapple with.
A Boom In ‘Fine Casual’ Dining
The way we categorize and think about different dining experiences is continuing to evolve, the latest trendy term being “fine casual.” This describes more upscale food made with higher quality ingredients – sometimes even developed by fine dining chefs – served in a setting with a faster but more limited service than traditional fine dining. Similar to the emergence of “fast casual” restaurants, restaurateurs and developers are borrowing from the best qualities of fine and casual dining into an experience that hits on what diners are looking for. In Boston, think of Joanne Chang’s wildly successful Flour, or other popular bakeries Sorelle and Tatte. The list goes on: Eric Papachristos’ popular Saloniki Greek menu features fresh, local ingredients and hip vegan eatery by CHLOE has taken the city by storm.
Blending high quality food with the convenience of casual dining is yet another way that restaurants are competing with each other, and some experts are already predicting that the “fancy chain restaurant” will be the enduring experience characterizing the future of dining in America.
An ‘Instagrammable’ Space
High-quality ingredients and a quick service aren’t the only considerations to keep in mind. Interior décor significantly contributes to the story the space tells. Creative and unique finishes that make for an “Instagrammable” space can get diners talking about the restaurant. Take the amazing chandelier at Liquid Art House, fun glassware at Ruka or the heads-up pennies pushed into the concrete floor at Committee.
Restaurateurs that take Instagram into their own hands to connect with diners can also compel new ones to visit by sharing unique design elements, menu additions or even what came in from the farm that day. Rosebud American Kitchen & Bar shares the menu’s latest boozy milkshake, while Brick and Mortar in Cambridge shows off new craft cocktail recipes and Double Chin uses photo contests to encourage mouthwatering shots of their decadent Asian fusion offerings. In showing off their space and menu, restaurateurs give diners a reason to come in and share a picture with their own followers, creating even more word-of-mouth buzz.
Make The Most Of Outdoor Dining
Being social media savvy is a year-round endeavor, but warmer weather is a good time to think about how to take advantage of outdoor space. Despite a short season in New England, outdoor seating is a major attraction to diners during longer, warmer nights. Restaurants must take the seasonal challenges of this space into account. This requires thoughtful planning of the flow and layout of the restaurant, staffing according to the weather forecast and an updated, seasonally appropriate menu.
Developers can approach the challenges of outdoor dining by considering ways to activate it and in turn attract diners looking for an experience. Choosing décor and furniture that is in line with the indoor space but works outside is a good start. Thinking about games, live music or other unique activations can also breathe life into a patio or otherwise underutilized space.
Branch Line in Watertown has a heated patio and an outdoor bocce court where diners can sip a drink and wait for a table, while the patio at Cambridge’s Naco Taco feels like its own restaurant with a food truck-style kitchen trailer. Using a pop-up strategy, like the State Park and Mameleh’s team have done with tiki-inspired “The Bar by the Elevator,” is another way to garner interest.
No matter the endeavor, developers need to understand industry trends as they look to partner with owners in a new restaurant. These trends show that the rules are changing, and shed light on what on what diners want: quality food in an accessible and well-designed environment.
Andrea DeSimone is first vice president of retail advisory and transaction services for CBRE/New England.
