In the fast evolving restaurant business where people go out for meals and are not just concerned with food, but the environment and how it is presented, a good sign is essential. It is no longer possible to have a board with the name of the business and that is it. Today the restaurant signs are not only functional but also quite artistic and are very much a part of the branding exercise of the restaurant. In this article, the author takes a look at the past, present and the future of restaurant signs, where it has been, where it is and where it is headed in terms of its functionality.
The Functionality of Restaurant Signage
Historically, restaurant signage primarily served a functional purpose: for the sake of enlightening potential patrons with the name and possibly the nature of the food served. These signs were very often, simple, with no more than letters, no more than typography and most often with no more than basic graphic elements. Their main aim was to be clearly discernible from a distance to direct the customers who are hungry to their specific target area.
However, as the restaurant business became more saturated and the consumer became more sophisticated, signage evolved from its utilitarian purpose. The owners of restaurants also came to understand that they have to design an appealing outer shell in order to draw the attention of the populace and compete with other buildings as well as restaurants. This led to a transition to more artistic and attention drawing signs and sign designs.
In the following sections, this paper discusses how branding has emerged and evolved in restaurant signage.
When it comes to branding, nothing is more true than today’s adage that ‘it is all about branding.’ Restaurants are not just providing meals; they are providing feelings, emotions, lifestyle, and experience. Consequently, all signs in the dining establishment have to be designed in order to support the concept of the dining establishment and thus create the image of the dining establishment and the image of the customer.
Contemporary techniques of creating restaurant signs are rather more than providing the name of the restaurant. It also uses aspects of branding which include logo design, color and typeface that relate to the restaurant and its principles. For instance, a modern restaurant that serves various types of food may want a thin lettered sign with smooth lines and modern fonts while a diner restaurant may want a sign with thick letters and with fonts that resemble diner style.
Besides, branding requires consistency in everything, including the signage of the restaurants. If the brand is consistently applied to the exterior, to menu boards, and to the signs to restrooms, then this will further assist in the constant brand reminding, which is important in customer retention.
The Role of Digital Signage
Digital signage has slowly become one of the trends in the modern restaurant business that people like to adopt to improve visibility. Compared to conventional non-moving signs, digital signs provide flexibility and interactivity and can be used to advertise menu, offers, and even games and quizzes at restaurants.
Digital signage can be installed both indoors and outdoors so restaurants can interact with customers multiple times. For instance, the outdoor LED screens can draw the attention of people on the street with fresh images of delicious meals customers desire to taste, while the inside menu boards can also make the ordering process more enjoyable for the customers through allowing them to make modifications.
Furthermore, digital signage allows restaurants to easily change the current message, for example, seasonal offers or some other events. For instance, with the remote management features, updates can be done at the same time hence displaying up to date information.
Integrating Sustainability and Environmental Concern
As people embrace environmentally friendly practices, it is evident that more and more business entities are giving consideration to sustainability regardless of the type of business; whether it is a restaurant business. This ethos also applies to signs where the innovative environmentally friendly materials and processes are being adopted.
The use of green components that include recycled material in fabrication of signs, energy efficient lighting and biodegradable substrates can be used in the modern restaurant. Thirdly, digital signage is environmentally friendly because it replaces printed information that may end up being wasted.
If restaurants focus on sustainability in signage design and manufacturing then it will be a good marketing strategy for restaurants to show that they are environmentally friendly and consumers with sustainable conscience will appreciate it as a brand value proposition.
Improving the Quality of Service
However, apart from the branding and appearance, the contemporary signs are the significant instruments in improving the guest experience. Properly placed and designed signs can play their part in creating a physical environment that helps to create the ambiance of the restaurant from the time customers enter the restaurant.
For instance, the signs on the doors help one decide what to expect once they get inside the building. A proper sign can make the customers or prospective buyers warm up with anxiety to get into the store, but an icy or old sign will simply discourage them.
Also, internal directional signs in the restaurant assist the guests to move around the restaurant with lots of ease without getting lost. Proper directional markings such as rest rooms, fire exits and zones that are reserved for diners enhance the traffic flow and thus the dining experience.
In addition, the use of signs can be interpreted as a means of narrating the history, values or menu of the restaurant. From painting, writing, and designing beautiful messages on the walls, using plaques or having touch screens that tell the patrons more about themselves, the signage can take the patrons to another level and in the process increasing their level of satisfaction.
Conclusion
All in all, the modern restaurant signage is not just a simple sign that is used to name the restaurant any longer. In the contemporary world it has become a powerful marketing communication instrument, brand management tool, and a means of improving guests’ experience. Whether it is a logo that stands out in front of the restaurant, a bright neon sign that draws people in, or screens that entertain customers with ever changing information, signage is one of the cornerstones of a restaurant’s aesthetic and mood.
Signage is therefore expected to remain relevant in the marketing and design of restaurants as the restaurants continue to evolve to fit the new trends in consumers’ tastes and preferences as well as in the technological field. This paper will argue that the use of innovation, sustainability, and creativity in the design of restaurant signs can be used effectively to enhance guests’ experience and make a restaurant brand stand out from the competition.
