How to make a restaurant more attractive?

Caterer asked: A restaurateur believes that his customers are too quiet and feel intimidated. How can he change the ambiance?

Chris's answer:

There are three possible answers to your question and the solution may be a mix of all. It could lie in the design and décor, the welcome received by guests, the type of customer you attract or a combination of all three.

Stepping back, why and when are people quiet? It is often when they feel reverential, nervous and uncertain, intimidated, overheard, out of place or perhaps because they just have nothing to say!

Design and décor – how comfortable do diners feel – is the atmosphere and furniture overbearing to the point of intimidation? Harsh surfaces, wooden floors, bright lights,  bare walls and open areas can all create a ‘stark’ feel that intimidates, particularly during quiet times. Try changing the music to something more contemporary too – not everyone dines well to Vivaldi. Test volume levels too. Talk to the local college design department. They may have some great ideas for free!

The welcome – who welcomes guests? It may be better to employ a host with no trade experience, but an out-going and friendly manner. One of the best appointments I ever made was a former trumpet player with real personality! Not all owners make the best hosts either. Are changes needed here?

The customer – do you attract mainly couples, particular young romantics or middle aged ‘said it alls’ who are much quieter than groups. Larger groups tend to be noisier and less easily intimidated by the prevailing atmosphere. Are groups welcomed and marketed to? Are there enough customers to make the restaurant buzz – or do diners feel ‘on show’?

Why do people dine with you? To celebrate (sounds unlikely) or to enjoy a quiet meal away from the busy family pubs and unruly areas of town? Depending on your market, you may have it right, particularly of you have large numbers of repeat customers.