What restaurant designers do for you

Restaurant designers, like any other kinds of consultants, offer a total range of services and availabilities - everything from "a bit of friendly advice" to "the sky's the limit." Your job as the owner is to realistically assess what you can do and what you need help with, and then match your needs to the abilities of the consultant.

If you have no design ability, you could buy an existing franchise, in which the franchisor conceives, designs and builds your new restaurant as part of the franchise agreement. If you have lots of contracting experience and a solid vision of what you want to create and build, you may want to hire a designer simply to recommend colours and other materials, and then work directly with trades to get it built.

A really good designer will understand that any restaurant concept needs to be immediately memorable in the mind of the patron. Their design will "blow through mental cobwebs" and create a brand name for the concept, translating into long-term equity for you. To turn your concept into a brand, a good designer will understand your market positioning and the customer expectations of that sort of an environment. You don't want a quick-service environment that looks over-priced any more than you would want a fine dining place to feel too casual. There are also many "rock star designers" for hire, if you feel that your place needs that kind of cachet. Whatever your needs, make sure that the designer you choose listens carefully, understands the type of restaurant experience who want to create and that their experience is appropriate for your specific concept.

Most restaurateurs come to a project with a strong operations model in mind. Typically, the designer's job is to interpret that vision into plans, elevations and finishes. A designer will also produce the detailed documentation that the restaurateur can use to hire a contractor to build the space. If money is important - and when is it not? - a good designer will also be able to create a budget early in the process and stick to it until the design is complete. If the designer doesn't have experience with restaurants, the client can become a victim of a misguided design concept, code violations, inappropriate materials, inefficient layouts, and lots of extras charged from contractors for changes or omissions in the drawings.

In addition to simply designing your place, there are lots of additional tasks a designer could be asked to do. If you don't have base drawings, your designer may need to measure the existing building before they can start. If you don't have an equipment list, your designer can work with equipment suppliers to design your kitchen. Some designers can handle architectural services, mechanical and electrical engineering and detailed graphic design. If you aren't good with contractors, designers can also become your site representative, doing purchasing for you and certifying payments.


What designers charge

The basic rule is that the more a designer does, the more they charge. Design principals (the "lead" designers on your project) may charge from $75 to $125 per hour and draftspersons from $40 to $80 per hour. A typical small restaurant will require 150 to 300 hours and a 5000 sq. ft. new restaurant could require 300 to 800 hours of design time depending on the level of complexity and the type of design services required.

Most designers will give you a fixed fee for their work. Design/build contracts may be able to save you money on a small simple project but on a large or complex project, it may be better to have an impartial designer. Clarify any supplier commissions your designer receives to avoid surprise conflicts and ensure unbiased bid comparisons.

As with all contracts, be sure you read your designer's proposal before you sign it and know what your designer expects your role to be on the project, in addition to their own.


Where to find a designer

The best way to start your search is by going to the experts and relying on positive "word of mouth" feedback. Ask businesses similar to the one you are designing which designers they used and what the design experience was like (collaborative or confrontational, frustrating or friendly, and so on). Local interior design associations (such as the Association of Registered Interior Designers of Ontario ) often have websites that are a good place to find recommended designers. CRFA also lists some designers in its Foodservice Buyer's Guide.

Always take the time to check a designer's references and make sure they can handle your project. It can take some time to get the appropriate designer for the particular scope and concept you have in mind but the search is well worth it.


How to avoid being penny-wise and loonie-foolish

I have often said that the biggest waste of money in building a new restaurant doesn't happen at the brick-and-mortar stage, but at the business plan and concept stage. The actual design of a restaurant is a moot point if it is a poor match with the overall operations model. Whatever design firm you hire, make sure that they understand your business strategy and are committed to finding a fit between the business needs and the design concepts. Be very wary of designers that won't listen to you and seem to pursue their own design agendas. Creative and memorable design only works if it is done for the right reason and in the right place.

About the Author:

Rick Wong is a founding partner ('88) of Cricket Design Company Inc., Toronto. He has been a guest speaker to the Association of Campus Bar Management, the Canadian Organization of Campus Activities, the Canadian College and University Food Service Administrators and given seminars on Restaurant Design at HOSTEX '97, '99 & 01. Cricket's project list includes East Side Mario's, Shoeless Joe's, Zeller's, Joe Maggiano's and the Thunder Bay Charity Casino. Visit www.cricketdesign.ca for more information.