For owners of existing pubs and restaurants talk to your customers and ask them what changes they would like to see or use feedback cards on tables as a research resource. For a brand new pub or restaurant concept talk to similar competition in the same locality. Providing your target customers with exactly what they want is key to success. Diners need to enjoy the entire eating-out experience and, with first impressions counting for so much, customers should start to build an impression of the brand in their mind before even entering the premises.

 

With his London-based design agency specialising in independent pub and restaurant refurbishments MD of Honey Creative Brand Partners, Doug James, offers his thoughts on initial research: 'Start off trying out the businesses that appeal, to see what sort of experience they offer. Talk to the owners and ask questions about the design agency they used and what the pitfalls were. Similarly, read restaurant and pub trade magazines and talk to their editorial staff as they will have good handle on the current leading agencies.'

 

British Design Innovation (BDI) is another useful early port of call. For a fee the Brighton-based non-profit, membership organisation offers a useful resource for researching and screening design agencies on key factors, such as previous experience, cost, geographic location, local knowledge and the depth of design assistance required. Additionally free Best Practice and Appointment Process guides give a clear overview of the stages and practicalities of project management from start to finish, while a portfolio of design case histories give an insight to the processes involved.

 

The consensus suggests relationship based partnerships between client and design agency are the most productive, as opposed to working from idea driven pitches. David Anderson, a director at Carda Design Group, where they specialise in early-stage small restaurant chains, sums up relationship advantages: 'Our preference is always to work with the client to develop the brief. We have an immersion period where we really understand what the business proposition is. We are then in a position to give best advice and of course best design follows on from there.' The two-way flow of information in these early meetings also enables the client to assess how earnest the agency is in translating their dream, as opposed to purely imposing their own, as well as judging the agency's business nous.

 

Presentations are conveyed to clients in two ways. As you would expect computer aided design (CAD) is often used to illustrate a room walk through however technology is not always the answer as Paul West, MD of Ignite Marketing (specialising in bar, restaurant and hotel design), explains: 'We often prefer to use hand drawn sketches because they have better depth and feeling to them. The CAD illustrations can sometimes look a little bit harsh and cold.

 

So how long does the process take? As ever 'forewarned is forearmed', with the more planning and preparation the better. Doug James suggests at least six months is ideal but that it is possible within three months. Some of the common pitfalls or misunderstandings that clients fall prey to are cited by David Anderson as the triumph of expectation over reality: 'Underestimating the costs and time the project takes to happen are common but also the client often underestimates the time he has to allocate to make it happen. Just by appointing a consultant doesn't remove the client from the responsibility of their consent being sought on a continual basis. The client has to approve that what is being presented is not just aesthetically pleasing but also practical and functional.'

 

With the number of variable factors involved charging varies from project to project however Paul West identifies some general conventions: 'Refurbishments from scratch tend to be percentage based, with some interior designers charging a percentage of the overall build cost, usually between 6-8%. As a general rule the higher the budget the lower this percentage. However projects are sometimes fee-based, it depends entirely on the complexity of the project.'

 

All parties stress the importance of two points in particular. Firstly, work with an agency which has a solid track record of pub/restaurant experience, as Paul West summarises: 'Having an understanding of operational systems will make all difference to the final profitability. Our market knowledge and experience is extremely valuable.' Secondly, be candid and honest from the outset - disclosing problematic facts later on can seriously undermine the working relationship.

Doug James finishes on an optimistic note about keeping the project in proportion: 'Don't give up on the dream by trying to see the bigger picture. Problems will arise and it is a process of working through them.'