When To Redesign Or Reconceptualize A Foodservice Operation

Lu Schildmeyer Principal/Owner Lu S Design Kent, WA Author's Website

Updating an existing foodservice concept can be an exciting but challenging task, given the many factors that go into this decision. It is very important to understand what’s driving an operator’s need for change and how that impacts customers’ expectations.

Many restaurant and foodservice businesses are considering a redesign or reconceptualization of their facilities as the economy continues to improve. For some operators, way too much time has passed between updates, due to the prolonged recession.

I want to explain the difference between a redesign and a reconceptualization of a foodservice operation.

Redesigns can run the gamut from renovation and updating of an entire FOH and/or BOH to a cosmetic alteration of an interior “look,” lighting design changes or upgrades to more energy-efficient systems or replacement bulb types. BOH redesign changes and new equipment installations are most often driven by menu changes or additional day-part involvement, such as adding breakfast to an existing lunch and dinner concept.

Reconceptualizing is very different from redesigning, but can and will contain elements of the redesign process. Reconceptualizing is typically performed by an operator in one category, such as fine dining, who wants to move into another category, like casual dining. Making this type of change calls for reconceptualizing because of the required menu changes. In addition, a reconceptualized operation’s brand identity will become entirely different than the way it was perceived by customers who have patronized it, as well as potential new customers.

There are several guidelines foodservice and restaurant operators can use when trying to decide whether to redesign or reconceptualize. A great deal of research on the current market is necessary to make an intelligent decision, so operators must do their homework. As the old saying goes in construction “measure twice and cut once.”

One key factor for operators to consider -- is the operation in a dying category or a growth category? When the concept is suffering despite being in a growth category, a redesign may be the way to go. However, if an entire foodservice category is in decline, it may be time for a complete business model overhaul, that is, a reconceptualization.

Redesigning more than one area of a foodservice business at a time is the best use of capital. Introducing new menu items, building a higher-quality service model, enhancing dining areas, updating key kitchen equipment pieces to support menu changes and creating a new exterior look are important changes to consider doing at one time. If a foodservice operator is going to commit to change, then commit! Be sure to communicate the changes before and during the redesign to customers. Create a “buzz” and ownership mentality, especially with loyal repeat customers.

I am currently working with a restaurant client with whom I’ve partnered for over 20 years who owns six different independent restaurant concepts. We are going to redesign the lighting by changing out existing incandescent and MR16 bulbs with LED bulbs to help reduce monthly electric bills. In his kitchens, we are going to eliminate convection ovens and steamers and install the latest combi ovens and ventless foodservice equipment to lessen energy bills, improve throughput and add menu items without the need for costly hood expansions. In my opinion, this is smart redesigning with surgical design techniques.