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Restaurants 'ignore table presentation at their peril'

04 | 12 | 12

Businesses that do not focus on providing the best restaurant cutlery and tableware could be alienating their customers and risking a drop-off in business, according to a report commissioned by Steelite International.

The survey revealed that 81 per cent of respondents consider the quality of knives and forks, cutlery and glasses very important when choosing where to eat out, while 70 per cent appreciate a stylishly presented table.

In an increasingly competitive market, it is important companies do not dismiss any aspect of their service model, especially not one which has such an impact on the mindset of prospective customers.

Chris Proud, head of marketing and design at Steelite International, warned that many companies treat their tableware as an "afterthought", not taking the issue as seriously as they should.

"The survey proves that operators need to consider the presentation of their dishes as part of their restaurant's overall design and as part of ongoing menu development," he added, noting that repeat business could be seriously impacted by customers who are disgruntled at the quality of their crockery and cutlery.

According to the report, high-quality tableware is especially important for restaurants that consider themselves to be at the top of the eating-out spectrum - 60 per cent of respondents suggested they expect a better level of presentation if eating somewhere pricey.

Various factors were highlighted as contributing to the impression diners have of a restaurant's tableware, with style and design important. Most consumers expect an establishment to have a unified look that is reflected in all of its fittings, the report explained.

Simon Hulstone, head chef at the Michelin-starred Elephant restaurant and brasserie in Torquay, affirmed that this aspect of kitchen design is crucial.

He claimed that his team "often invest in new pieces to keep our dishes up to date and increase their visual appeal".

With internet reviews making it increasingly easy for diners to share their experience, providing them with the best dining experience possible is becoming especially important.ADNFCR-16001031-ID-801500067-ADNFCR


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