What QSRs should focus on. Three leading industry experts talks about leaving a lasting impression and functionality. Melissa Webber, Owner and Creative Director, Holy Cow! Design & Advertising: The role of the Quick Service Restaurant is to provide customers with the security of an affordable dining option and a diverse menu range. A good QSR interior should therefore support this imperative and facilitate a dining experience that functions seamlessly. It should also create a distinctive atmosphere to provide a memorable dining experience. Mark McConnell, Director, Mima Design: We are a creative company and are goal is to make sure customers have a memorable experience within the restaurant so that they will hopefully return time and again, which is directly related to ensuring the restaurant is financially successful. If the kitchens are working well, and customers see it's a great space to experience, it's just down to the quality of service and food. If customers are enjoying themselves and the clients are working efficiently and surpassing sales targets, we have done our job. Ed Kenny, Director, Giant Design Consultants: A meal in a restaurant should always be more than just delivering a product on a plate. It should be a total experience from the minute you enter the door to leaving. I am always amazed at how many places throw open their doors and deliver such a horrible customer experience, not just obvious to a designer but to anyone with a pulse. From terrible lighting, cold finishes, poorly designed menus, disengaged staff and that's even before you get to the food! There is so many variables to creating a successful hospitality project but if you get the balance right you reap the rewards.
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