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Customers’ lighting needs and wants at the restaurant
Caroline Jacquier* & Agnès Giboreau
Food and Hospitality Research Center – Institut Paul Bocuse
8 chemin du trouillat, 69130 Ecully, FRANCE
caroline.jacquier@institutpaulbocuse.com; agnes.giboreau@institutpaulbocuse.com
ABSTRACT
Many researchers have underlined the influence of the lighting on mood, subjective impression and on food
consumption. However, light is often underestimated in the conception of a restaurant. The question is which
customers’ expectations for lighting are.
In-depth interviews were conducted with 22 consumers on their lighting needs and wants at the restaurant. In
addition, 3 waiters have been interviewed to give their professional opinion concerning lighting.
Customers underlined different needs according to the period of the day, the social environment and the type of
the restaurant where they eat. And their wanting about lighting is functional or aesthetic according to their
activity during the meal. Different scenarios are recommended to take into account customers’ lighting needs
and wants.
Keywords: Restaurant, Lighting, Qualitative method, Perception, Attractive Environment.
INTRODUCTION
Eating at the restaurant is a more common leisure activity. Customers choose a restaurant for the
cooking but also for the atmosphere. The perception of the atmosphere i.e. the affective evaluation of the
environment (Vogels, 2008) as consumer emotions associated with food (King & Meiselman, 2010) are closely
related. Giboreau (2009) suggested a theoretical framework to underline the relationships between the
environment, the object (e.g., food) and the subject (e.g., consumer) (Figure 1). Indeed, several studies have
underlined these relations: color of the environment influences the perception of a room and has an impact on
the emotions and the physiology of people (Küller, Mikellides & Janssens, 2009) and eating contexts influence
food appreciation (Meiselman 2007).
Physical &
chemical
properties
OBJECTSUBJECT
Usage
Mental
representation
– Cognitive
categories
ENVIRONMENT
Perception
Language &
gestures
Physical &
Social
Physical &
chemical
properties
OBJECTSUBJECT
Usage
Mental
representation
– Cognitive
categories
ENVIRONMENT
Perception
Language &
gestures
Physical &
Social
Figure 1: Theoretical framework for perceptual processes in situ. From Giboreau (2009).
Many researches have underlined the influence of light on subjective impressions, mood, well being at
the work environment (Manav et al.,2010), but also on food perception and food appreciation (Lampi, 1973).
Veitch and Newsham (1998) proposed a definition of the lighting quality based on the behaviour. Light quality
exists when lighting conditions are in accordance with users’ needs. Needs are classified in 6 categories: visual
performance (e.g., reading, eating, walking), communication and social interaction, emotional state (e.g., happy,
satisfaction, alertness), health and security, and aesthetic judgments (space appearance or lighting evaluation).
It is primordial to take into account users’ perception to describe the atmosphere of a restaurant.
Atmosphere can be explained differently by customers towards their senses. Two types of atmosphere exist: the
designers’ one corresponding to objective sensory qualities and the consumers’ one varying according to their
subjective experiences. It depends of the sensory sensations feel by consumers and induced by the environment.
This reflects mental representations built by users and determine the final appreciation of the situation.
However, light is often underestimated by managers of restaurant. The comfort of customers is very
important for their satisfaction and to develop loyalty. Light influences the atmosphere perception by consumers
thus adapted lighting ambiances could improve their well-being.
Our main objective is to highlight customers’ lighting needs and wants at the restaurant in order to
enhance their satisfaction, their well-being and their loyalty. Some recommendations will be given in
conclusion.
METHODOLOGY
Participants
22 customers have been interviewed individually (12 women, mean age = 45 years, SD = 15). Figure 2
represents participants’ repartition by class of age. The recruitment of the customers was made using a data base
from our experimental restaurant. This investigation was presented as a survey on the comfort factors at the
restaurant. No particular mention of light was made. The interviews took place in a meeting room at the
Research Centre before a lunch was offered to participants. All customers declared to go at the restaurant at least
ones a week for leisure. In addition, 3 waiters have been interviewed. They have all more than 5 years of
experience in food and hospitality. They all worked in different types of restaurant: gastronomic, hostel or
brasserie.
5
1 1
5
4
2
3
1
25-35 36-45 46-55 56 and +
Women
Men
Figure 2 : participants’ repartition by class of age (N=22).
Interviews
An interview guideline was used during the interviewing process. It followed a semi directive
methodology: asking non directive questions and going from the general to the particular. Interviews started
with general observations which led us to identify the customer’s conception of restaurant comfort. The
questions then focused on the role of lighting in the general assessment of the spaces. The questions were as
follows: i) Which type of restaurant do you prefer? ii) What is your first impression when you enter in a
restaurant? What do you remark in first? iii) What is a “great atmosphere” for you? iv) What does comfort/well-
being mean to you? Which criteria contribute to it? v) Which lighting ambiance do you expect at the restaurant?
Would you like that restaurant change their lighting ambiance? vi) Would you like to control the light of your
table? Interviews lasted around 30 to 60 minutes each.
The interview guideline was almost the same than for customers. Interviews started with general
observations which led us to identify the waiters’ conception of restaurant comfort. The questions then focused
on the role of lighting in the general assessment of the spaces. The questions were as follows: i) Where have you
already worked? ii) What is a “great atmosphere” for you? iii) ) What does comfort/well-being mean to you?
Which criteria contribute to it? iv) Which lighting ambiance do you expect in your restaurant? Would you like
to have the possibility to change it? v) Would you like that customers could control himself their lighting on the
table? Interviews lasted around 30 minutes each.
Data Analysis
The complete transcription of each interview stands for the corpora. Discourses analyses allow us to
highlight some elements which were mentioned in the interviews. No interpretation has been done by the
researcher who analyzed the corpora. These elements are analyzed according to five axes i) comfort criteria, ii)
roles of light, iii) influence of light, iv) lighting needs and v) scenarii. This approach consists in emphasizing the
subjective information of the customers on luminous environment (everyone has their own perception and
evaluation), and in comparing discourses. The ultimate goal is to identify consensual criteria as well as
differences.
RESULTS
Comfort criteria
Material environment is the first comfort criteria expressed by customers (e.g., chairs, tables) and then the
atmosphere is expressed composed by service, sound environment, hospitality, decors, cleanness and dishes.
Light is mentioned as the global environment including in the general atmosphere:
[Concerning lighting] « I think that it is part of the general ambiance, it composes the decors. » W33
(Women, 33 years)
« Comfort is based on equipment, tables, chairs, etc. The manner we are seating, the direct environment.
Then we have the sound comfort because it is often very noisy in brasseries while in gastronomy
restaurant is less noisy… » Waiter’s opinion
When customers enter in a restaurant, firstly, they notice the waiters’ hospitality and the atmosphere.
Secondly, decors and space environment, then colors of walls, curtains and finally lighting is taking into
account.
« I have rarely consciously considered lighting, it has never been a criterion to choose a restaurant but it
takes part of the global ambiance: light, sound and space. » M45
Light is not a criterion of choice but a marketing touch participating to the identity or thematic of the
restaurant.
« According to the concept of the restaurant we are going to apply a different lighting, everything
depends on what we want to show to the customer and what we want to create as atmosphere. » Waiter’s
opinion
Roles of light
Welcome. Symbolism of light is very important for the customer and the waiter are aware of this
expectation. A lighted restaurant warmly welcomed the customer.
« It is important to switch on the light even for lunch, even if there are a lot of daily light to feel warmer
and more welcome, to say to customers we are waiting for you… » Waiters’ opinion
Functional. The main objective of the light at the restaurant is to see what you have on your plate, the
environment and to read the menu.
« Yes you should not be dazzled by projectors in all directions but I like to see clearly what takes place
around us. » M78
Aesthetic. We noticed that light is often associated to the global ambiance or to the décor. Light permits
to highlight objects or persons in the restaurant conducting to create a dynamic, warming or festive ambiance.
«I like the lights which embellish. There are lights which highlight circles if we had somebody whom we
want to seduce we prefer to have a light which favours us. » W64
« For me candles does not serve to light, a candle serves to create an atmosphere that serves not to light
thus it is rather an artificial light which I thus see it is lamp but candles for me serves not at all to light.
Finally that creates no enough light for the comfort of the customer that is that creates a good
atmosphere, we feel good when we have a candle on table moreover very often there are customers the
table is enough lighted but they ask you for a candle because that creates an atmosphere, an intimacy
with the person with whom we are etc… But that is not enough to light the table, what the customer is
going to eat, to read a menu, etc … » Waiter’s opinion
Influence of the light
Food choices. A subdued light, a dark atmosphere or a cold light would lead to choose dishes with fat
taste or copious. While a brighter place or if the weather is beautiful and if there is a natural light, the meal
would be less fat and lighter.
Duration of the meal. If we do not see well or if the light is too aggressive, we shall stay less for a long
time at table.
Atmosphere perception. In a dark place, people are quieter, less noisy while when the light is livelier,
people are more excited.
“ [Brasserie] Because on a lively place very lit with a lot of noise many traffic we are tired and the
nervousness is high whereas when we work in gastronomic restaurant we finish the day more relaxed
generally it is really noticeable on both types of restaurant… " Waiter’s opinion
All this verbatim shows the influence of the light on the satisfaction and indirectly on the development of
customer loyalty. It thus seems that a reflection around the light and around the lighting of the dining room is
essential for a restaurant owner. For example, if the place is too dark and there is not enough light to read the
menu, certain customers will not return.
Lighting needs
Customers emphasize that their lighting needs are related to several variables. We identified several
situations for which needs in lighting of the users are different. The occasion and the moment of the day are
strictly connected: at noon, the lunches are very often business lunches, while in the evening the dinner is more
festive between friends, in family or in couple. The moment of the year, the season associated with the weather
report and thus the outside natural light also modify needs in terms of lighting, especially in noon. The
expectations towards the type of restaurant and/or the level of range of the restaurant will not also be the same.
The moment of the day. At noon, the meals are very often for business thus needs are important in terms
of light for having a dialogue with the interlocutor, for observing these reactions, its behavior, a lively and
stimulating light is preferred. The major objective of the lunch is to feed. While in the evening, more often
between friends or in family thus we need less light, less strong light, more subdued that is a discreet light which
does not draw the attention: an indirect lighting, on the sides which lights walls and decoration. The evening, the
customers go to the restaurant to relax and eat by pleasure. The light is going to relax and to create an intimate
atmosphere.
“Noon, well lit restaurant, to see what we have in our plate, after the evening it is particular: more cosy
atmosphere, more subdued, not big lively lights, more pleasant, as if we were in our salon. In noon
generally it is often within the framework of the work, the fact of being exposed to the light it is not
important but in the evening it is good to be in an a little more intimate atmosphere. …” M30
What also characterizes noon, it is the presence of natural light that lead to a very clear and bright place.
«The light creates an atmosphere especially in the evening, at noon we have the daylight. » W58
“According to the moments of the day, the lighting is totally different because generally we take
advantage of the daylight to light its room, we try to decrease a maximum the energy consumption
especially now.” Waiter’s opinion.
Concerning colors, at noon, colors yellow, blue or green lead to a more cheerful place, while the
evening, the atmosphere is more festive thus warmed colors as red, orange were expressed by customers. These
warmed colors create a warming atmosphere as at home.
The social environment. The persons with whom we go to the restaurant are also a factor of variation of
needs in light. In family or during a meal with colleagues, the light needs to be more important for seeing itself,
for exchanging. With friends or in couple, the level of light can be lower. In couple, the atmosphere wants more
subdued to create a more intimate, romantic atmosphere. It is also convenient to the relaxation. In terms of
lighting, this subdued atmosphere can be translated by candles or light on the table: a discreet light which
creates a private atmosphere and a light which embellishes. Concerning colors, the yellow, the green and the
blue correspond to the relaxation.
“In couple, felted light and in group, more lively light because so big table, more difficult communication
between feet of the table.” M51
The weather or the season. Changes of atmosphere can be also envisaged according to the seasons and
thus the corresponding weather report. It exists a congruence according to the seasons with the proposed menu
and the light. In summer, most of people prefer to eat outside and thus to take advantage of natural light, for the
lunch but also for the dinner, the light is not aggressive. In summer, the customers less need light than the
winter: discreet lights on the table. The colors of the lightings are more floral or yellow. In winter, so the
weather is gray, the customers need to find of the luminosity in the restaurant. Colors are warmer: orange, red,
etc.
“In winter, I prefer when there is more light. (...) I would say that in summer if I have the feeling that the
light is less strong, that would disturb me less. On the other hand in winter it is clear that I like having a
little more light. (...) Clear and yellow light rather the summer and conversely I prefer white light in
winter.” M40
The type of restaurant. Customer expectations also depend on types of restaurant that they chose. They
expect that the bright atmosphere is in coherence with the cooking, the concept and the theme of the restaurant.
In these cases, the bright atmosphere is more easily accepted if there is a harmony with the spirit of the
restaurant because it is the food which is highlighted in these restaurants.
“In the brasserie Georges, a lot of neon, that does not disturb me because I know what to expect.
According to the type of restaurant that we choose the atmosphere be going to be friendlier, more
intimate...” M51
“The lighting has to adapt itself to the spirit of the restaurant, traditional or contemporary where the
light is going to be different where we want to be surprised (…) The lighting has to adapt itself to the
structure, to the room (…) The light has to be in adequacy with the environment. It is a little bit
paradoxical because the customer likes to be surprised but he likes to have his marks.” Waiter’s opinion
The change of atmosphere allows surprising the customer but while keeping the integrity of the basic
concept of the restaurant which the customer likes. Also, according to the level of range of the restaurant, the
expectations can be different in terms of bright atmosphere. Furthermore, the light can be associated with the
cleanliness of the restaurant.
Scenarios
What is paradoxical is that the customers wish to feel as at home but also as host. Thus, it is necessary
to try to recreate the atmosphere of their housing environment by surprising them. It is worth noting that the
scenario has to be in accordance with the theme of the restaurant and that there is a coherence in the change of
atmosphere.
Different scenarios have been proposed by customers (e.g., dynamic lighting: brightness at the beginning
of the meal and dimming at the end of the meal). Few parameters have been cited by customers to induce
lighting changes. For instance, customers declare to want high-intense lighting at the beginning of the meal, at
the entrance or with colleagues. This dynamics would follow the evolution of the menu, but also implies an
individual management of every table or all the tables should have the same rhythm (e.g. the experimental
restaurant of the Research Centre of the Institute Paul Bocuse).
“To read the menu we need all the same the light and then after if we, for example, have an apéritif we
can dim the light, when the dish arrives we can raise just a little, because when we eat we need to see
what we eat, but for example for the apéritif if there is a little less light, a little more subdued
atmosphere, it is more pleasant.” W32
« We could imagine a rather strong light to begin because we meet each other, because we have an
apéritif, because we need to see itself and then as the meal begins we decrease a little the light by putting
very precise points of light on the table and then we could end the meal with small notes of colour. We
would leave in a traditional way to end in a contemporary way that would be funny to see. I think that
customer would be surprised by this change, can be that he would have the impression of dinner in 3 or 4
different establishments.” Waiter’s opinion
The dynamic light can guide the customer to its table and create a “Waouh effect” which personalizes and
gives an identity to the restaurant.
Another recurring idea cited by the customers but also by the waiters is the separation of the room in
small areas to isolate tables, for example by means of bright curtains. This diversity of small areas and
"privative" sectors is perceived as an argument of development of customer loyalty. The possibility of proposing
two rooms is positively accepted by the customers.
“For me it is a choice of the restaurant owner in the room in which he welcomes us. I do not find that
inconsistent that a restaurant has 4 rooms and that in and whether it is 4 different bright atmospheres.”
W44
“For me it is always important to stay on this principle to create a space for the customer that it does not
feel he in the middle of a room, that he feels that his table it is the center of the room. " Waiter’s opinion
Otherwise, participants would control the light of their table by themselves while others consider
themselves as guests so they do not want to do anything. The latter is in agreement with the point of view of
waiters.
“Anyway I always thought that the customer had to be there to take advantage but he had to avoid
interacting with what we propose him because very often that be the latest fashion for a moment to make
the customer interact but I think that we deviate from what we want to propose really and what we
propose him and we risk to have a rather important modification of the end product which we wanted to
present. " Waiter’s opinion
CONCLUSION
The role of the light
However in the sector of the catering and hotel business, the light plays an important role, most of the
time unconsciously. The light is a strong symbol that the customer is welcome; a lit lamp means to the customer
that we wait for him.
The light is also going to influence the behavior of the customers at the restaurant and is thus going to
have an effect on their comfort and their well-being. It is thus important for the restaurant owner to take into
account this sensory aspect during the conception and the creation of his establishment (Ryu & Han, 2011).
The light has two very different roles: the first one is to emphasize people and objects that is an
aesthetic dimension while the second is to light to allow certain activities, it is the functional dimension. The
light is often associated with the decoration, in the atmosphere and the customers do not pay it particularly
attention. On the other hand, when they are disturbed by a lack or a surplus of light and when it prevents them
from making an activity, they perceive the lighting.
Needs in terms of lighting are variable according to the situations
To the restaurant, needs vary, mainly, according to the moment of the day (lunch, dinner), the
occasions and the persons who accompany us (family, friends, colleagues).
The recommendations in terms of scenarios
It is important to take into account these various situations at the restaurant to imagine the various
scenarios that can be proposed. Various scenarios were proposed in the results section. However, the parameters
to be made vary are only a few of them: the luminous intensity, the color of the light, the orientation and the
position of lamps and also the number of light sources. Thanks to the modification of these parameters,
numerous scenarios can be envisaged but a number restricted by scenarios countered preferable not to
complicate the access to the system by the customer and the restaurant owner.
The customer of the restaurant considers as a guest at his host thus he wants to be surprised and taken
care. The implementation of dynamic and automatic scenarios is relevant to surprise the customer and satisfy
him. Furthermore, the creation of various rooms with different bright atmospheres could answer customer
expectations according to the situations (work, leisure).
A difficulty revealing by all the professionals of the catering and hotel business is the sustainability of a
bright atmosphere. The changes of staff and the changes of arrangement of the furniture lead to a loss of the
harmony of the direction and the result can be annoying for the final user.
Managers of restaurant have to think about the lighting during the conception of their project and
especially to make it durable. Indeed, many studies have shown the importance of the light in a customer’s
experience. Our study has evidenced that it is relevant to take care of several aspects for lighting as situations
(e.g., lunch or diner), target population and parameters of variation. The main proposal would be to have the
opportunity to instate different areas in the restaurant differently lighted or to have only one service starting at
the same time with a dynamic lighting (e.g., this is conceivable at the experimental restaurant of the Institut Paul
Bocuse).
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