There is no love sincerer than the love of food.
George Bernard Shaw
But with time, it has become much more than just pleasing your taste buds and palates with scrumptious home-cooked food.
People nowadays try to avoid the hassle of cooking an elaborate platter at home. They want to explore more places and new cuisines. Over and above, eating out is becoming an avocation and a popular way of recreation.
This is where restaurants, markets, food stalls, food trucks, etc. come into the picture.
But the interesting thing is that a lot of restaurants with certain concepts and memorabilia are coming up.
Or, you can call them Theme Restaurants.
This blog is going to be an all-things theme restaurant. I will try to talk about the whole shebang, and also determine whether the concept of the theme-based restaurant is worth the weight in gold.
Table of Content
What are Theme-Based Restaurants?
A theme restaurant (a.k.a concept café) is an eatery that adopts a distinct concept and incorporates it in its menu’s design, service style, dining room décor, and style of food.
Ciclo Cafe in Chennai is a good example of a theme restaurant:
Ciclo Café is designed for bicycle enthusiasts and has different kinds of bicycles as its decor elements. So when you walk up to this cafe, you can not only satiate your love for bicycles but also get your cycle washed and serviced while you taste some of their mouth-watering dishes.
Another example is Jungle Jamboree – a popular restaurant chain in Delhi NCR.
Jungle Jamboree is like stepping into a foodie’s version of the wild! The ambience is an absolute jungle dream, with trees, vines, and critters lurking around. It’s like Tarzan decided to open a buffet joint!
And the best part? The theme isn’t just about the decor; it’s infused into every detail. From the menu to the way the dishes are presented – it’s all part of the wild experience.
History of Theme Restaurants
The inception of theme restaurants started with Paris cafes in the 19th century.
These cafes weren’t full-fledged restaurants; rather, they were more of a place to grab drinks. But what made them stand out was the unique, quirky environment. It was something more than just a place to eat and drink.
If you dig in, you’ll find that these cafés also had a counter-cultural impetus.
For example, some of the establishments like Café du Bagne (established in 1885) were designed and decorated in ways that were more about celebrating the 1871 revolutionary Paris Commune rooted in Montmartre.
The Current Scenario
Today, theme restaurant trends have come a long way. Even their designs have also transformed significantly over the years.
These establishments are filled with pop-culture references to attract the new generation. Meaning, that they are commonly set up to cater to people’s desire to eat at places that have something unique to offer (apart from the food).
For instance, you go to a jungle-themed restaurant and you are served with local cuisines that have the right mix of spice. You would definitely feel enthralling, right?
However, many people believe that the food usually takes a backseat in such places because the attention is placed on executing the theme.
To be honest, I have been to a few theme-based restaurants and the food has always been lip-smacking.
The Psychology of Restaurant Design
People (mostly millennials and GenZ) nowadays are ready to spend more on good food along with curated experiences.
Restaurateurs are leveraging this opportunity to inculcate the trend of theme restaurants to provide unique experiences to guests.
But do you know why exactly these restaurants are succeeding?
Well, of course, they tell a story through their space, create an inviting atmosphere, and etch out a memorable experience.
But there’s more to it.
Apart from the basic elements of choosing a restaurant theme, a psychological aspect needs to be tapped into.
This is exactly what I am going to discuss here.
Restaurant design is science! It has to be done in such a way that the diner’s every sense is tapped.
Be it lighting, furniture, or colour, everything has to be carefully engineered to match the diner’s needs and desires.
Let’s take ‘colour’ for example.
In a restaurant design, colour can be divided into three sections
- Strong appetite stimulants
- Mild appetite stimulants
- Appetite suppressants
Now, if you talk about strong appetite stimulants, red is the perfect colour because it is abundant in nature. On the other hand, colours like green and turquoise are mild stimulants, and black, brown, purple etc. are suppressants.
Similarly, lighting also plays a key role. It has to be soft and flattering for guests to feel comfortable and enjoy their meal at the restaurant.
How Is Operating a Theme-Based Restaurant Different?
If you’re wondering whether a theme-based restaurant is similar to a regular restaurant, then I must tell you there are considerable differences.
Let me list a few:
- First of all, there is a major difference in the operating cost. Running a theme-based restaurant involves a higher cost since the scope of infrastructure is more in it than a typical restaurant that does not have a theme.
- Secondly, in a theme-based restaurant, you should focus on the quality of experience that guests have when they are at the restaurant.
- Every aspect of the restaurant must be decided as per the theme. This doesn’t mean that you cannot mix and match. There are ample options for you to create an aesthetically pleasing environment.
Brownie Point: Tips to Drive More Sales at Your Theme Restaurant
Now that you know about the nuts and bolts of a theme restaurant, let me help you with some tips to drive sales.
Even though there are significant differences between a regular restaurant and a theme-based one, the strategies are sort of similar.
Build a website
A website is like your online home. When you have a well-designed website, you get a platform to tell your restaurant’s story. Not to mention, you can also give your customers the idea of who you are and what the overall atmosphere of your restaurant is.
The more they connect with you, the more they are likely to dine at your restaurant.
Additionally, here are some of the benefits:
- Tell your restaurant’s story
- Shows legitimacy
- Makes it easier to find you online
- Let people have a look at your menu
- Entice people with drooling images of your food
- Enhances brand loyalty
Make the best use of social media
When you have a theme restaurant, the one thing you must bet on is “storytelling”. Social media is what is going to spread your story to a wider audience.
So, make sure you’re present on all the relevant social media platforms and spend a good amount of time connecting with people online.
Word to the wise: While organic reach is nice, paid ads are nicer. They just make the job really easy. Hence, do invest in social media ads.
Have a well-engineered menu
Theme restaurants that offer generic food don’t go a long way. Therefore, ensure that your menu is aligned with the theme and the preferences of your guests.
Over and above, you also have to incorporate pricing strategies that are reasonable for your guests and at the same time drive your profit.
Click here to learn more about well-engineered restaurant menus.
Incorporate loyalty programs
Restaurant loyalty program is a crucial part of the F&B segment. Hotels, restaurants, bars, and a lot of other establishments are doubling down on this strategic approach to retain customers.
Loyalty programs not only drive sales but also help in building brand loyalists. All you have to do is build a strong plan on how to run the program.
We have an in-depth blog on the loyalty program and it talks about all the aspects in detail. You can check it out.
Run Successful Restaurant Loyalty Program
Try out quirky merchandise ideas
In theme restaurants, people aren’t just looking for food, but also experience. One of the best ways to enhance the experience is by offering merchandise.
What I mean by that is, you can either have an outlet that sells merchandise related to your theme. Or, you can offer your guest the same incentive.
For example: Your restaurant/café has the Arsenal football club theme. So, what you can do here is offer your guests Arsenal mugs, flags, jerseys etc. Or, you can rather choose to open an outlet inside the restaurant itself that sells all these items.
Do try hosting events
When I am saying host events, I don’t mean you call up some big renowned singer, sell tickets and host a massive concert.
You can keep your event small and compact so that it fits your restaurant.
Let me give you an example again.
Just like the above point, if you have an Arsenal themed restaurant, one of the lucrative events you can host is a football telecast. You mark all the dates for upcoming Arsenal matches and telecast at your restaurant.
Word to the wise: I am a huge football fan. So, take it from me. This strategy works any day. People love watching a football match with beer and food.
Bet on a POS solution
While you can incorporate all the above-mentioned tips, a POS system for a restaurant is a must.
Irrespective of the type and size of your restaurant, a robust restaurant management system helps in streamlining all your operations.
Not to mention, these systems along with their features and integrations also play a vital role in maximising your restaurant’s revenue.
These are just a few strategies. There are a lot more things you can do to drive more sales at your theme-based restaurant.
Also, there are no hard and fast rules around strategies. At the end of the day, it all boils down to the understanding of your target guests.
Conclusion
Restaurant themes and concepts are becoming extremely popular. But in this ever-competitive domain, will these restaurants survive? What the future holds for them? Will the needs and demands of people remain the same?
Many such questions arise. And of course, they are legit.
If you ask me to pen down my opinion on theme-based restaurant trends, I have not yet given it a deep thought. For now, all I can see is people enjoying their meals in a plane cockpit or a Game of Thrones set-up. It’s all because restaurateurs aren’t overlooking even the knick-knacks of the industry.
Further, many experts opine that theme-based restaurants may remain a preferred hang-out for the millennials. Why? Because, they focus on an authentic dining experience, excellent ambience, and attentive staff.
When all these factors co-exist in such restaurants, they will fare far better than an ordinary restaurant that caters to only the food aspect.
At the same time, the managers should ensure that their respective restaurants are well-maintained. Poorly maintained restaurants always call for aversion from the guests.
Thus, if you have invested in a jungle-based theme, you should ensure that the place looks like a jungle and not a dungeon.