The Effect Of Ambient Factors In The Design And Branding Of The Restaurant Environment

146 Pages·2015·12.13 MB·English

by  Bradley K. Ertzberger

Florida State University Libraries
Electronic Theses, Treatises and Dissertations The Graduate School
2009
The Effect of Ambient Factors in the
Design and Branding of the Restaurant
Environment: A Business Approach
Model Exemplified in "Café Cabernet",
Tallahassee, Florida
Bradley K. Ertzberger
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THE FLORIDA STATE UNIVERSITY

COLLEGE OF VISUAL ARTS, THEATRE & DANCE

THE EFFECTOF AMBIENT FACTORS IN THE
DESIGN AND BRANDING OF THE RESTAURANT ENVIRONMENT:
A BUSINESS APPROACH MODEL
EXEMPLIFIED IN “CAFÉ CABERNET”, TALLAHASSEE, FLORIDA

By

BRADLEY K. ERTZBERGER

A Thesis submitted to the
Department of Interior Design
in partial fulfillment of the
requirements for the degree of
Master of Fine Arts

Degree Awarded:
Fall Semester, 2009
The members of the committee approve the thesis of Bradley K. Ertzberger defended
on July 31, 2009.

___________________________________
Peter Munton
Professor Directing Thesis

___________________________________
Jill Pable
Committee Member

___________________________________
Karen Myers
Committee Member

Approved:
_______________________________________________
Eric Wiedegreen, Chair, Department of Interior Design

_______________________________________________
Sally McRorie, Dean, College of Visual Arts, Theatre & Dance

The Graduate School has verified and approved the above-named committee
members.

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I would like to thank my friends and family as well as the faculty of Interior
Design department at Florida State University for their contributions to the success of
my education career. I would especially like to thank Peter Munton, my major Professor,
for his time and guidance through this long process. I would also like to thank Jay
Burleson, for the opportunity to use Café Cabernet for this thesis project. Thank you to
all my friends for all of your support and most of all Daniel Withers for always believing
in me.

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ACKNOWLEDGEMENTS

I would like to thank Jay Burleson, J. Bird Corporation and the entire staff at Café
Cabernet for their help during the long this thesis project. Thank you to everyone who
was involved in the renovations at Café Cabernet and the construction of The Café
Cabernet Wine Cellar. Thank you Commercial Interiors, Inc., Grotto Custom Wine
Cellars & Cabinets, Bensons Heating and Air, Inc., Enlighten Electric Inc., Fast Signs,
Terry’s Awning & Canvas and Iron Images, Inc. we couldn’t have done it without you. I
would like to give a special thanks to Al Cuneo and Cuneo Creative Consultants for
your all your hard work, constant support and inspiration.

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TABLE OF CONTENTS

List of Tables ..................................................................................... vii
List of Figures ..................................................................................... ix
Abstract .......................................................................................... xiii

1. INTRODUCTION ............................................................................... 1

The Problem ................................................................................... 4
a. Nature and Justification for the Design Project ..................... 5
Glossary of Terms .......................................................................... 6

2. REVIEW OF LITERATURE ............................................................... 7

Background Information ................................................................. 8
Perception………………………………………………………………. 9
The Approach Avoidance Model .................................................... 9
Environment and Food Acceptance ............................................... 10
Design, Social and Ambient Factors .............................................. 11
Exterior Features ............................................................................ 12
Restaurant Layout ..................................................................... 14
Furnishings and Materials ......................................................... 15
Social Factors ................................................................................. 17
Ambient Factors ............................................................................. 18
Color……… ............................................................................... 19
Sound………. ............................................................................ 21
Lighting……… ........................................................................... 24
Scent……… .............................................................................. 26
Sensory Branding and Emotional Design ....................................... 27
Summary……….. ........................................................................... 30

3. DESIGN PROGRAM ......................................................................... 31

Site Overview ................................................................................. 33
The Building ................................................................................... 35
Client……….. .................................................................................. 36
Client operation and Organizational Structure ................................ 36
Analysis of Requirements ............................................................... 37
Spatial Narrative ............................................................................. 40
Adjacency Matrix ............................................................................ 41
Types of Construction..................................................................... 42
Summary…… ................................................................................. 52

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4. THE DESIGN ..................................................................................... 53

Building Design ............................................................................... 53
Exterior Spaces & Features ............................................................ 57
Exterior Facade ......................................................................... 57
Entrance Patio (West) ............................................................... 60
Main Patio (North) ..................................................................... 63
Utility & Hazardous Material Storage ........................................ 68
Entry………. .............................................................................. 69
Interior Spaces ............................................................................... 71
Foyer…. .................................................................................... 72
Main Bar Area ........................................................................... 74
Main Dining Area ....................................................................... 77
Elevated Dining Area ................................................................ 80
Mediterranean Room ................................................................ 83
Tuscany Room .......................................................................... 85
Men’s & Women’s Restrooms ................................................... 88
Kitchen / Food Prep Area .......................................................... 89
Employee Restroom .................................................................. 92
Janitor’s Closet .......................................................................... 93
Banquet Storage Area ............................................................... 94
Outside Storage ........................................................................ 95
Lombardy Lounge ..................................................................... 96
Elevated Band Area .................................................................. 100
Liquor room & Beer Cooler ....................................................... 101
Manager’s Office ....................................................................... 103
Owner’s Office ........................................................................... 104
The Café Cabernet Wine Cellar ................................................ 105
Wine Cellar ............................................................................... 112
Logo, Website & Menu Development........................................ 115
Summary…..................................................................................... 120

5. CONCLUSION ................................................................................... 121

Reflection ..................................................................................... 121
Additional Design Considerations ................................................... 122
Suggestions for Further Research .................................................. 126
Final Reflection ............................................................................... 127

REFERENCES ..................................................................................... 128

BIOGRAPHICAL SKETCH .................................................................... 132

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LIST OF TABLES

3.1: Analysis of Requirements ........................................................ 38

3.1: Analysis of Requirements section number two ........................ 39

3.2: Adjacency Matrix ..................................................................... 42

3.3: Design Grid .............................................................................. 44

4.1: Design Grid section number one ............................................. 57

4.2: Design Grid section number two ............................................. 60

4.3: Design Grid section number three ........................................... 63

4.4: Design Grid section number four ............................................. 68

4.5: Design Grid section number five ............................................. 69

4.6: Design Grid section number six ............................................... 72

4.7: Design Grid section number seven ......................................... 74

4.8: Design Grid section number eight ........................................... 77

4.9: Design Grid section number nine ............................................ 80

4.10: Design Grid section number ten ............................................ 83

4.11: Design Grid section number eleven ...................................... 85

4.12: Design Grid section number twelve and thirteen ................... 88

4.13: Design Grid section number fourteen .................................... 89

4.14: Design Grid section number fifteen ....................................... 92

4.15: Design Grid section number sixteen ...................................... 93

4.16: Design Grid section number seventeen ................................ 94

4.17: Design Grid section number eighteen ................................... 96

4.18: Design Grid section number nineteen ................................... 100

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4.19: Design Grid section number twenty ....................................... 101

4.20: Design Grid section twenty-one ............................................. 103

4.21: Design Grid section number twenty-two ................................ 104

4.22: Design Grid section number twenty-three ............................. 105

4.23: Design Grid section number twenty-four ............................... 112

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LIST OF FIGURES

1.1: Projected sales graph ............................................................. 1

1.2: Projected sales graph ............................................................. 2

2.1: decibel scale ........................................................................... 22

3.1: Current photo of Café Cabernet ............................................. 32

3.2: Location of Café Cabernet ..................................................... 33

3.3: Location of Midtown ................................................................ 34

3.4: View of front exterior of multi-unit building .............................. 35

3.5: Current Café Cabernet / the Café Cabernet Wine cellar floor plan 39

4.1: Current Café Cabernet floor plan after major renovations ...... 54

4.2: Floor plan parti ........................................................................ 55

4.3: Circulation parti ....................................................................... 56

4.4: Original facade ....................................................................... 58

4.5: New signage and painted facade ........................................... 59

4.6: The original entrance patio ..................................................... 61

4.7: The entrance patio after renovations ...................................... 62

4.8: The main patio after renovations ............................................ 62

4.9: The main patio before bar addition .......................................... 64

4.10: Original landing ..................................................................... 65

4.11: New landing .......................................................................... 65

4.12: Conceptual patio bar design by author ................................. 65

4.13: Conceptual design by author for patio bar superstructure .... 66

4.14: The main patio bar addition .................................................. 66

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