Getting people to your door is just the first step for many café owners. Once this has been done, the next step is to put in place a setting where people feel comfortable enough to remain, to relax and enjoy their time.
The ambiance of a café can impact its customers’ visit time, return visits, and likelihood to recommend. The physical environment is a significant determinant of customer behaviour along with the quality of the coffee and the service.
The cafés that people remember well, are those that make visitors feel comfortable from the moment they walk in.
People Who Slow Down Are Comforted
Life has become very fast in today’s world. People go to cafes because they need a respite from their tight schedules, from too many people at work or their daily routine.
The more comfortable a café is, the more likely they will get customers to stay. This is caused by comfortable seating, pleasant lighting and a relaxed atmosphere.
Furniture plays a special role, as it has a direct impact on the way the customer experiences the space. Seating which is supportive and inviting will make the guests feel more at home and stay for longer to enjoy their coffee, meal or conversation.
There are different expectations for different seating. Some will allow for brief visits, others will allow customers to come and relax for a longer duration.
Many operators decide to use cafe style chairs as they strike a balance between comfort, usability and aesthetics. The style of these chairs can complement a variety of café decor concepts, from sleek and urban to more traditional.
The seating that fits naturally into the design of a venue is likely to make customers feel more relaxed and at ease.
Lighting Influences Mood
Lighting can make a significant impact on the perception of a space by customers.
This is because a café that is poorly lit could become cold and unwelcoming, while a well balanced and soft light can make a café appear warmer. Natural light is particularly beneficial as it helps to make spaces open and inviting throughout the day.
There are many successful café bars that take advantage of sunlight when there is it and will switch to supplementary lighting to maintain the ambience of the day.
When lighting is done right, it doesn’t stand out. Rather, it bolsters the customer experience in a more discreet manner.
Background Noise Matters
Sound has an impact on atmosphere as well.
Most customers appreciate a lively feel to the café, but it’s not too loud. Superloud music and/or poor acoustics can make conversations difficult.
A quiet atmosphere makes it easy for guests to extend their stay. Background music should be used to enhance, not dominate the ambiance.
The type and placement of furniture, wall finishes and room layout can also help control unwanted noise and enhance the overall experience.
The layout has an impact on customer behaviour.
Clear walkways, logical seating arrangements facilitate easy movement around. People feel better when they are able to find a place to sit that is appropriate for them and they know how the café works.
Each seating area can cater for different customer needs. However, some guests might want to take a quiet corner to read or work, while others might want to have larger tables for socialization.