![\"\"](\"https:\/\/dfvcg-events.de\/european-foodservice-summit\/wp-content\/uploads\/sites\/19\/2025\/11\/TF75234.jpg\")
<\/h3>\n<\/h3>\nExperience is the new currency in restaurants. In a panel discussion led by EFSS Advisory Board Member Mario C. Bauer, two leading hospitality designers – Queenie Lo of Future Brand and Paul Wainwright of Harrison – explored the transformation sweeping the industry.<\/strong><\/p>\n Their conversation highlighted a shift away from operations-focused models toward strategies centered on experience, brand identity, and thoughtful design investment. The panel showed that spatial branding not only enhances guest experience but also delivers measurable commercial results, such as increased footfall and higher average basket size. Yet, they agreed that standard solutions often fall short in diverse international markets, requiring nuanced adaptation. Here are the session\u2019s Top 5 Key Learnings.<\/p>\n <\/p>\n Physical spaces remain critical for customer engagement despite consumers spending more time online. True brand loyalty and memorable brand experiences occur in well-designed environments rather than on screens. Companies such as LVMH and Ralph Lauren are expanding into gastronomy, leveraging restaurant spaces to build community and attract a broader customer base.<\/p>\n Designing restaurants around core brand values, rather than superfluous experiences, is increasingly effective. Case studies show brands like French retailer L\u2019Occitane partnering with food concepts (e.g., macaron bars) or McDonald\u2019s adapting layouts for local habits (e.g., round tables in China), resulting in footfall and sales increases.<\/p>\n Success in new markets requires a nuanced balance between standardized brand identity and adaptation to local preferences. Over-standardization leads to poor local traction, as seen with Starbucks\u2019 initially failed Australian expansion, while over-adaptation risks diluting brand equity. Brands that strike this balance achieve faster customer trust and improved profitability.<\/p>\n Design must be KPI-driven from the outset, beginning with clear success metrics (e.g., footfall, dwell time, ticket size). Spatial decisions\u2014such as small formats, seating types, and order flow\u2014are increasingly reverse-engineered from financial requirements, and tested for ROI. Brands have observed, for example, that right-size flagship stores can increase ticket prices by up to 11% and accelerate time to EBITDA.<\/p>\n Inspirations from retail and other sectors\u2014including visual merchandising techniques and the focus on building superfans\u2014are generating new revenue streams for hospitality brands. Risk-taking in design, such as removing traditional seating to cater to mobile-centric youth, can pay off if matched to sound data and market insight. Cross-disciplinary learning fosters authentic, emotionally resonant guest experiences.<\/p>\n <\/p>\n","protected":false},"excerpt":{"rendered":" Experience is the new currency in restaurants. In a panel discussion led by EFSS Advisory Board Member Mario C. Bauer, two leading hospitality designers – Queenie Lo of Future Brand and Paul Wainwright of Harrison – explored the transformation sweeping the industry. Their conversation highlighted a shift away from operations-focused models toward strategies centered on […]<\/p>\n","protected":false},"author":30,"featured_media":5736,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[55],"tags":[],"class_list":["post-5733","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news"],"yoast_head":"\nTop 5 Key Learnings<\/h2>\n
\n1.\u00a0Spatial Branding Drives Engagement<\/strong><\/h3>\n
\n2.\u00a0Brand-Driven Restaurant Design<\/strong><\/h3>\n
\n3.\u00a0Localization Balances Equity and Adaptation<\/strong><\/h3>\n
\n4.\u00a0Data-Driven Design Links Directly to P&L<\/strong><\/h3>\n
\n5.\u00a0Risk-Taking and Cross-Industry Learning<\/strong><\/h3>\n