Every eight hours, a new Livit designed restaurant opens somewhere in the world and Benjamin Calleja is leading that charge. As the founder and chief experience officer of Livit Design, he’s overseen the design of some of the biggest names in the hospitality industry, including Burger King, Applebees, Subway, Starbucks, Pizza Hut, Taco Bell and many more.
Ben was also a recent guest on our food, beverage and restaurant podcast, Forktales. Here’s a look at four questions from that episode. Check out the full interview with Ben here.
WHAT’S THE ONE THING EVERY GREAT RESTAURANT DESIGN HAS IN COMMON?
I think it touches the emotions of the guest. We’re constantly bombarded by experiences and social media and you know when something really touches you. That’s magic and that’s the beauty of our industry.We get to touch people’s lives and their experiences and celebrations. That’s something really important and there’s not a magic wand to do that.
HOW DO YOU CONVINCE A RESTAURANT OWNER TO TAKE A LEAP AND INVEST IN RESTAURANT DESIGN?
I always say restaurant design is an investment, not a cost. Before rolling out the new design we like to measure things and look at return on investment. The increase of footfall, the increase of intent to return, the increase of intent to recommend. But ultimately the proof is in the pudding. When we do a remodel, make sure that you take a store that is an existing store rather than a new design and because then you can really measure the pre and post results.
IS IT BECOMING EASIER OR HARDER TO WIN CUSTOMERS?
Consumers are getting picky. You go out less. The bland experiences – trying to be everything to everyone – those are the brands that are really suffering. You need to be niche, you need to create a phenomenal experience and you need to be a driver.
WHAT’S WORSE, EXPOSED SERVICE AREAS OR BATHROOM DOORS THAT ONLY OPEN IN?
Exposed service areas. I think the bathroom doors that only open in is something that you can live with. It might be annoying but when you’re having your dinner experience and you see the service area – and they are never pretty – that’s something that you’ll remember.
