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DESIGN PROCESS BOOKElla’s Restaurant
© Rebecca Jensen. 2013. All Rights Reserved. No part of this presentation or any of its contents may be reproduced, copied, modified or adapted, without the prior written consent of the author, unless otherwise indicated for stand-alone materials
PROCESS BOOK - Ella’s Restaurant© Rebecca Jensen. 2013. All Rights Reserved. No part of this presentation or any of its contents may be reproduced, copied, modified or adapted, without the prior written consent of the author, unless otherwise indicated for stand-alone materials
TABLE OF CONTENTS:
ProgrammingPages 3 - 12
Schematic DesignPages 13 - 25
Design DevelopmentPages 26 - 36
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ls Ella’s Restaurant: Programming Research & Info GatheringIntroduction:Ella’s Restaurant, known to be one of Laurel Height’s hottest breakfast spots, sits on the bustling intersection of California St and Presidio Avenue in the Laurel Heights/Presidio Heights district. During the weekends, locals, nearby residents and tourists alike will wait over an hour to be seated. Midweek breakfasts and lunches are less busy, and small groups can usually squeeze in without a wait.
Today, Ella’s serves breakfast and lunch only. The restaurant specializes in classic American comfort food at a reasonable, moderate price. Ella’s Restaurant used to also offer reasonably priced comfort food for dinner as well (to include pot roast, lamb shank, gnocchi and more) until 2007, when the dinner service discontinued. Despite their sometimes slow service, customers are fairly loyal to the establishment due to their consistent, home cooking. As an independent full-service restaurant, Ella’s has always maintained the “homey” ambiance through its menu, service and décor.
Ella’s is located in a small quaint suburban neighborhood. The Laurel Heights and Presidio Heights area is a primarily middle class, suburban neighborhood. Streets are known to be safe, and many white and Asian families live in the area. Ella’s is centrally located right next to three major Muni lines: the 1, 3 or 43. If people come to visit the neighborhood, it’s often due to the fact that their visiting the California Pacific Medical Center’s California Campus, UCSF or the nearby Jewish Community Center. Main shopping areas lie on California Street (west of Ella’s), which includes upscale expensive boutiques and restaurants often favored by “well-off-stay-at-home-moms.”
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Problem Statement:Ella’s Restaurant is a top weekend brunch spot in the Laurel Heights/Presidio Heights district in San Francisco, California. An independent full-service restaurant, Ella’s currently does extremely well on the weekends, with lines out the door and a steady, loyal demand for the moderately priced, home-style cooking. Weekday breakfasts and lunches carry a steady flux of loyal customers, though the restaurant is never as crowded during the week (compared to the weekends).
Currently, customers who’ve never heard of Ella’s are less likely to drop in due to the outdated décor and slightly above-margin menu prices. The owner’s of Ella’s Restaurant believe that the restaurant can attract more young residents and visitors from nearby foot traffic hub spots (such as California Street foot traffic, Sacramento Street foot traffic and UCSF students) with a refreshed, renovated design (to match the menu prices). In addition, the owners would like to add a very casual, comfortable, low-priced dinner menu to the neighborhood, as there is not currently any other moderately priced, home-style dinner restaurants in the neighborhood.
Online User Research:
Restaurant Category:• Type:ComparativeDiner• AverageSpendPerPerson(includingdrink,tipandtax):o $ - Cheap, under $10o $$ - Moderate $11-30 - ELLA’So $$$ - Spendy $31-60o $$$$ - Splurge Above $61
Site Location:
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lsSite Visit:Below are some initial notes and sketches taken while visiting Ella’s on Monday afternoon around 12pm.
Goals and Objectives:The end goal for the design renovation and new dinner feature is to increase revenue for the restaurant. The new design is meant to match the slightly above-average menu prices, because currently, the décor is outdated and irrelevant to market expectations.
Additional short and long term goals are included below:•Useevidence-baseddesignstrategiesthroughouttheprogrammingandconceptual phases•StaytruetotheElla’sRestaurantbrandacrossalldesignelements•Trainandhireattentiveandreliablestafftoensureafastandeasyexperienceforthe customers •Avoidcreatingadrasticrenovationchangewheretheloyalcustomersnolongerfeel like it’s the same restaurant•Breakevenallcostswithintwoyears
Current Users:Current & Target Market
o The type of customers who come to Ella’s care more about quantity and quality of food, rather than small portioned, high-priced yuppie dishes. They are willing to pay a bit (but not a whole lot) more for a good quality dish, and these customers are less concerned about profile status.o Neighborhood locals, out of towners, families, couples, singles, groups of 2-5 friendso All age groups, medium household income, blue collaro Kid-friendly
Additional Users of this spaceo Wait Staffo Kitchen Staffo Managerial Staffo Delivery Service Workerso Mechanical Men
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Current Competition:Primary: Nearby breakfast/brunch restaurants“Is there anywhere else close-by with a shorter line?”
Rigolo Café (Laurel Heights)Baker and Banker (Pac Heights)Kate’s Kitchen (Hayes Valley)Sweet Maple (Lower Pac Heights),Blue Jay Café (Nopa)Elite Café (Lower Pac Heights)Eddie’s Café (NOPA)Magic Flute Garden Ristorante (Presidio Heights).
Potential Dinner Competition:Nearby dinner restaurants, “What do you feel like for dinner tonight?”
Rigolo Café (Laurel Heights)The Corner Store (Laurel Heights)Hisago (Laurel Heights)Thai Café (Laurel Heights) Midori Sushi (Laurel Heights)Osteria (Presidio Heights)Pasta Pomodoro (Laurel Heights)Mel’s Drive-In (Laurel Heights)Magic Flute Garden Ristorante (Presidio Heights)
Secondary: Further away, but destination breakfast/brunch restaurants “Let’s just go to another neighborhood”
Eats (Inner Richmond), Mama’s (North Beach)Town’s End (SOMA)Chloe’s Café (Dolores Heights)Zazie (Cole Valley)Rose’s Café (Cow Hollow) Universal Café (Mission)Dottie’s (SOMA)
Tertiary: Destination restaurants “Worth the drive...”
Sally’s (Potrero Hill)Just for You (Potrero Hill)Brenda’s Soul Food (Tenderloin) Homemade Cafe in (Berkeley)
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City Zoning:Ella’s Restaurant is located in a Neighborhood Commercial District, in an NC-2 zone. NC-2 is a small scale, 2 commercial stories type building.
Occupancy: A-3Occupancy Load: TBD
Structural and Operational Requirements:•EnergyefficientHVACunitsforpropercoolingandheating•Adequatefiresafetyfeaturessuchasautomaticemergencysprinkler systems, automatic alarms and exit doors•Sufficientlightingunitsforstaffandcustomers(tobeusedincombination with natural light)•Accesstowateraswellasplumbingfixturesforallrestrooms•Alarmsystemstoensuresecurityatnight•ADAcompliantacrossallmeasures•Staffaccesstothebuildingfrom4am2am,ashoursofoperationwill be from 6am-10pm
Code Research:There are several codes to be aware of as it relates to a restaurant renovation. The following requirements must be met by the California Retail Food Code:
•Multiusefood-contactsurfacesshallbeallofthefollowing:o Smootho Free of breaks, open seams, cracks, chips, inclusions, pits and similar imperfectionso Free of sharp internal angles, corners and cerviceso Finished to have smooth welds and joints
•Nonfood-contactsurfacesofequipmentthatreexposedtosplash,spillageorotherfood soling or that require frequent cleaning shall be constructed of a corrosion-resistant, nonabsorbent and smooth material that allows easy cleaning and to facilitate maintenance and free of unnecessary ledges, projections and crevices to allow for easy cleaning and to facilitate maintenance•Materialsthatareusedinfabricimplementsshallnotallowthemigrationofdeleterious substances or impart colors, odors, or tastes to food and under normal use conditions shall be safe, durable and sufficient in strength to withstand repeated cleaning or laundering and shall be resistant to fraying and deterioration. •Exceptasspecified,copperandcopperalloyssuchasbrassmaynotbeusedincontact with a food that has a pH below six, such as vinegar, fruit juice, or wine or a fitting or tubing installed between a backflow prevention device and a carbonator•Cleantoiletroomsingoodrepairshallbeprovidedandconvenientlylocatedand accessible for use by employees during all hours of operation. The number of toilet facilities shall be in accordance with applicable local building and plumbing ordinances. Toilet tissue shall be provided in a permanently installed dispenser at each toilet•Sufficientnaturalorartificiallightingshallbeprovided
o At least 10 foot candles: At a working surface on which alcoholic beverages are prepared or where utensils are used in preparation or service of alcoholic beverages are cleanedo At least 20 foot candles: In server stations where food is prepared
•Eachpermanentfoodfacilityshallbefullyenclosedinabuildingconsistingofpermanent floors, walls and an overhead structure that meet the minimum standards as prescribed by this part•Wallsandceilingsofallroomshallbeofadurable,smooth,nonabsorbentandeasilycleanable surfaces
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Floor Level Change Codes:•Groundandfloorsurfacesalongaccessibleroutesandinaccessibleroomsandspacesincludingfloors,walks, ramps, stairs, and curb ramps, shall be stable, firm, slip-resistant•Changesinlevelupto1/4in(6mm)maybeverticalandwithoutedgetreatment(seeFig.7(c)).Changesinlevel between 1/4 in and 1/2 in (6 mm and 13 mm) shall be beveled with a slope no greater than 1:2 (see Fig. 7(d) ). Changes in level greater than 1/2 in (13 mm) shall be accomplished by means of a ramp that complies with 4.7 or 4.8.•Ifcarpetorcarpettileisusedonagroundorfloorsurface,thenitshallbesecurelyattached;haveafirmcushion,pad,orbacking,ornocushionorpad;andhavealevelloop,texturedloop,levelcutpile,orlevelcut/uncut pile texture. The maximum pile thickness shall be 1/2 in (13 mm) (see Fig. 8(f)). Exposed edges of carpet shall be fastened to floor surfaces and have trim along the entire length of the exposed edge. Carpet edge trim shall comply with 4.5.2.
Spatial Requirements:•Kitchenspaceshouldoccupyabout40-50%ofthetotalsquarefootspace•Theentranceandseatingareashouldbeinthefrontoftherestaurant•Menandwomen’srestroomsmustbeincloseproximitytotheseatingarea•Managershouldhaveanofficethatcanoverlookboththefrontofthehouseaswellasthebackofthehouse•Aislesandtablesmustbewithinreasonable,comfortableproximitiestooneanothero Table Service requires 15 to 18 square feet per persono Main circulation space should be 3-5 feet wide•Waitstationsshouldbeincludedinthedesigno One small wait station of 2x2 feet is recommended for every 20 seats, or one large station of about 8x20 feet for every 50 seats•Wayfindingpathsshouldbeclearandunderstandable•Differentsizetablestoaccommodatedifferentgroupsizes
Spatial Zoning:•PublicZoneso The public zone in the restaurant is the “front of the house.” This includes the entrance, waiting areas, dining area, service and restrooms. The entry area should guide the customer to the ordering area with both visual and way finding cues. •PrivateZoneo The private zone is considered he “back of the house.” This includes the kitchen, food prep areas, staff break room, staff restroom, manager’s office, dry and cold storage, as well as an area for waste and disposal.
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Case Study #1: McLintock’s
McLintock’s is a breakfast, lunch and dinner restaurant in downtown San Luis Obispo. In this case study, I know that McLintock’s does particularly well for both breakfasts and dinners. By label, they are a steakhouse, though they serve all different kinds of meals on their menu. They are almost always busy and locals seem to really enjoy coming back to this restaurant. My goal for this case study is to understand how and why it does well for both breakfast and dinner.
I had the opportunity to ask a few local residents if they go to breakfast or dinner at McLintock’s. After several surveys, I found that many locals go to both breakfast and dinner. Breakfasts are particularly popular during the weekends, and dinners are popular throughout the week and weekends. When I asked a few different people why they think it works for breakfast and dinner, I received the following quotations:
•“Theyhavetheirnicheofsteaksandtheydoitwell”•“They’regoodheartymeals,youcangetasteakandeggsforbreakfast.”•“Theyhaveauniqueatmosphere–goeswellwithsteakhouse,havingheadsofanimalsonthewalls.”•“Ithinkbecausethey’reknownassteakhouse,theirmeatfordinnerorbreakfastworksjustaswell.”
There are other steakhouses in the area, though no other restaurants directly compete with McLintock’s. It’s a step up from Tahoe Joe’s or Outback Steakhouse because it doesn’t have the “commercial feel.” It feels like a family-owned and operated restaurant with a personal, human element.
Looking at the décor of this restaurant, the casual, cowboy, laid-back feel works for both breakfast and dinner. The space is a little cramped, but that fits the style of the restaurant. It’s a “meat and potatoes” kind of restaurant, where people should feel like they’re getting home-style service and a “not too fancy” meal. If the décor were fancier, locals would probably (subconsciously) feel that the food got fancier, which is something that would not work well here.
Based off my observations and interviews, it seems that McLintock’s does well because they’ve narrowed down their focus to something that they’re really good at. They’re known for their good steaks, and they’ve been able to consistently translate that niche specialty across three different meal types (breakfast, lunch and dinner). They’ve kept up the same steak quality whether it’s dinner, lunch or breakfast. I think that if McLintock’s steak and eggs or chicken fried steak (on the breakfast menu) wasn’t consistent with the quality of the dinnersteaks–thenthisrestaurantwouldn’tdoaswell.
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Case Study #2: Big Sky Cafe
Big Sky Café is a breakfast, lunch and dinner café located in downtown San Luis Obispo. Like Ella’s, Big Sky is a restaurant predominantly known for their delicious breakfasts. On weekends, neighborhood locals and visitors alike will flock to Big Sky, and it’s usually pretty crowded for brunch, and people usually have to wait for a table.
Big Sky is known for it’s farm-to-table, healthy fresh food. There are a lot of vegetarian and vegan options as well as plenty of options for the meat-lover. I had the opportunity to speak with a small group that was eating breakfast on a Saturday morning. A particular quotation stood out to me while speaking with them:
- “We love breakfast here, and we’d love to try dinner too.”
After considering this statement, I spoke to several other locals about the restaurant. Something I found particularly interesting is that a lot of people who went for breakfast liked it so much that they’d like to eventually try dinner too. Or, some people loved their dinner so much, they’d love to come back for breakfast. Or some people who came for lunch, would love to try dinner. Bottom line: there is a loyal set of customers coming to Big Sky, and these loyal fans believe there will be consistency in the quality food, which is why they are willing to try another meal type. *I also noticed acoustical ceiling panels to keep noise down.
Similar to my findings at McLintock’s (case study #1). Big Sky does well because they’ve identified and maximized their market differentiation. That is, they’re one of the only vegan, vegetarian, truly healthy “sit-down” restaurants in the downtown area. In addition to that, they’re food is consistent across all meal types. If locals are looking for a healthy breakfast, they know they can count of Big Sky for a healthy dinner too.
Some complaints I heard were that they loved the breakfast and brunch menu so much, they wish Big Sky would offer all day as well. This is an interesting and insightful comment that I will certainly take into consideration when planning Ella’s restaurant strategy. Ella’s is known for their chicken hash…why not take different variations of that chicken hash and create a dinner option out of that too? McLintock’s does it with their steaks (taking dinner steaks and creating a similar steak and eggs breakfast), and customers wish Big Sky would do something similar. It’s a great idea that I think I will incorporate into Ella’s dinner strategy.
In terms of Big Sky’s market differentiation as the only healthy sit-down restaurant in the area, I believe Ella’s has the same opportunity. There are no other true “home-style cooking” dinner spots in the Laurel Heights/Presidio area. If we can maximize and play up that differentiation, there’s a chance for success.
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Case Study #3: Polker’s (Russian Hill)
I decided to visit a full-service breakfast, lunch and dinner restaurant in Russian Hill. Polker’s has a similar atmosphere as Ella’s in that they serve casual comfort food to include classic scrambles, potatoes, burgers, salads and sandwiches. Similar to Ella’s, Polker’s is located in a rather yuppie neighborhood with plenty of upscale restaurant neighbors. Also similar to Ella’s, Polker’s does particularly well on the weekends during breakfast and brunch hours. However, I decided to study Polker’s because they also tend to fill up most weeknights for dinner as well. Since Ella’s will be opening a dinner menu, I hoped to gather insights on reasons why Polker’s does well during the evening shift.
I walked into Polker’s at 7pm on a Tuesday night. Upon entrance, only a few tables were occupied. I figured this must be more of a breakfast place. To my surprise, by 8pm, all tables were filled. I had the chance to informally speak with a few customers and staff members and below are a summary of my findings:
•Polker’shasaconvenientlocationandfoodthatdependableandconsistent•Parkingcanbebad,butit’snotthatbadonweeknights•Customerslikethattherearetwooutdoortables,butthey’reusuallyalreadyfilled•Burgersaregoodandeasy.Maybenot“gourmet”butdecent•CustomerslikethenewTV’saddedtothebararea
Initial Restaurant Observations:•Menu:Burgers,Americanbreakfast,brunchanddinner•Price:$$(sameasElla’s)•Location:BusystreetinRussianHill•Parking:Street(sameasElla’s)•Atmosphere:Casual,Relaxed•ObservedDemographic:Younger,casualdemographiclookingforaneasy,comforting bite to eat. Groups of all sizes (1-6) and all ages could be seen her. Primarily Caucasian demographic. •Service:Mediocre,slightlyslow(theymessedupmyorder)•FloorPlan:Longrectangularfloorplan.Mixofbooths,2-topand4-toptables as you go down the central aisle, and kitchen and restrooms in the back. Bar with TV’s on the left side, seating on the right side. It seemed effective for those that wanted to watch the TV’s. Though, the wait staff seemed more interested in the TV’s than being attentive to customers. •ThingsThatWorkedWell:Thecasual,not“overdone”décormatchedthemenu. Easy location and one of the few casual spots on the block. Floorplan, menu and ordering is easy/intuitive. •ThingsThatDidn’tWorkWell:Couldgetloud,tableswereveryclosetoeach other, no bus station (but lots of workers clustered by bar area), food runner path coincided with customer restroom path.
Apparently, Polker’s recently underwent an interior renovation. Also under new management, the menu changed slightly. It sounds like the changes sparked mixed reviews with existing loyal customers. Here are some Yelp reviews regarding the new décor:
•“It’sbeenlightlyrefurbed!Feelsmuchsleekerandwelcomingthanbefore.Presumably this is a response to the next door pizza place which seems to have stolen their clientele.•“Iwashappywhenitwasfinallyredecorated,butnowthemenuisentirelydifferent. All my favorites are gone, and the veggie burger I ordered was really horrible.”•“Youfelttheneedtochange,butifyouraregoingtochange,goalltheway.Because you lost the old Polker’s faithful and I don’t think you’ve become something yet that can attract it’s own faithful.”•“Polker’sistryingtobesomethingthatitisnot.Theoriginalplacewassomuch better.”•“It’sonlyamatteroftimebeforethisplacegoesthewayofeveryother restaurant that loses itself while trying to fit the “new feel” of the neighborhood. Guess what guys -- you had a great thing and you blew it”
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Case Study #3: Polker’s (cont...)
Lessons Learned from Polker’s:Clearly, a minor renovation can have a signifcant impact on existing loyal customers. If the décor changes too drastically, the customers can sense it (and potentially reject it). A change in menu is an additional hard hit to loyal customers. When desigining a new space for Ella’s Restaurant, it’s important to keep in mind the current loyal customers, as Ella’s has a fairly large loyalty fan club. Aside from keeping the same menu, it will be important to continue to investigate what the loyal customer’s needs and desires are as it relates to the current interior design. We wouldn’t want to take away a design element that the loyal customers find critical to their dining experience.
Translating Polker’s Lessons Into Ella’s:Understanding Ella’s current customers is important, and based off initial Yelp research, here’s “what is/isn’t currently working” for Ella’s loyal customer base.
•“Thetablesaresmallanduncomfortable.”•“Theplaceisveryhomestyle”•“Thedecorhadakindofneutral,semi-moderndineraesthetic,butitwasdefinitelyaniceplacetositanddine”•“Asidefromthebigwindowsthatallowtonsofnaturallighttofillthespace,theambiancewasbland.Theprettyfloralarrangementsoneachtablewenice,butnot enough to give Ella’s a great brunch spot feel.”•“ItisobviousElla’shasloyalfansamongthelocalswewatchedpurchasedeliciouslookingpastriestotakehome”•“ConsistentSundaybrunch,consistentfood”•“Lotsofpeopleseemtoorderfoodtogoandbringhome”•“Ella’shasalaidbackvibe(inthatMarina-chicsortofway)withlargewindowsbringinginfantasticlighting.”•“Therestaurantisfullofnaturallight,butsomehowthelightingissoftsothatnoonelooksharsh.Forthatreason,Iwouldsaythatitisaperfectplacetogowithyour sleep-over date.”•“Aswewereleaving,therestauranthadalonglineoutthedoor-andhonestly,Ica”nseewhy.Thefoodandatmosphereareverywelldone,anddiningatElla’sisa great way to start the day.•“Thisismostcertainlyavillagediner--albeitaveryveryLaurelHeights-yone.”•“Ambiancewaseh...ok.ithinktheyneedamakeoverorsomethingasitdoesntlookasniceasithoughtitwouldwhenIwalkedthroughthedoor.”
New Priorities For Ella’s:•Don’tchangethemenuifthecurrentcustomerslikeit•Bemindfulofadrasticdecorchange,someloyalcustomersmightbeextrasensitive•Sticktohomestylebecausecurrentcustomersthinktheydoitbest
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PROCESS BOOK - Ella’s Restaurant© Rebecca Jensen. 2013. All Rights Reserved. No part of this presentation or any of its contents may be reproduced, copied, modified or adapted, without the prior written consent of the author, unless otherwise indicated for stand-alone materials
Concept & Schematic DevelopmentVersion 1 - First Draft At Developing A Concept
First Draft Concept Statement:The comfortable and approachable home-style cooking menu will help guide the design renovation. The design inspiration will come from the concept of “having lunch at a friend’s house.” The design should reflect the feelings and emotions we go through when going to a friend’s house for lunch or dinner. This means that as the guest, we watch, participate and socialize as our hostcooks,preparesandcleansforus.Thegoalistoprovidethesamecomfortable,familiarfood(anddesign)thatweseeandmakeathome–onlywithgoodcompanyandlessresponsibility.No planning, cooking or cleaning. Regarding the dinner menu - among single entrée dishes, the menu will also include several family-style dishes to share as well. During this renovation, a top priority is the current, loyal customers. With an effort to keep loyal customers at ease, the refreshed, updated design will maintain the integrity of the existing establishment, not letting go of the homey, wholesome, comfortable and warm vibe. Ella’s does not want to “try to be something it’s not” and doesn’t want to come across as another expensive “frou-frou” Laurel Heights bistro. Wholesome, home style, and approachable. This concept will also carry out through the exterior, perhaps added lighting and canopies to draw more foot traffic attention.
Concept Progressed Into “Affordances”Initial Word Map
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Concept 2 - Brainstorming
Faucault’s Science of Discipline - 5 Main Principles
Concept 3 - Brainstorming
Fung Shuai - 4 Types: Energetic, Symbolic, Practical & Personal
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Concept 4: Brainstorming
Concept started out as Apollo v. Diosian Greek Gods. The concept evolved into the balance between the Left Brain Vs. Right Brain characteristics
CHOSEN CONCEPT: Right Brain v. Left Brain Balance
My design focus moving forward is inspired by the ever-competing left brain vs. right brain. When cooking a meal, there always seems to be a perfect balance of “order” and “disorder” and based of my interviews, trade publication reviews and observational research, Ella’s does a great job maintaining that balance. There are moments of pre-planned structure and there are moments of rushed, spontaneous decisions. I’d like to recreate that experience through different shapes, materials, finishes and patterns throughout the space.
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Left Brain v. Right Brain Concept: 3 Design Approaches
1. Split The Restaurant In HalfThe left half would be all left-brain oriented (straight lines, predictable patterns, nuetral colors, logical, etc) and the right side would be right-brain oriented (wild patterns, bold colors, interesting textures, ect).
2. Organized ChaosReplicate the feeling we get when everything seems messy, yet everything is still in its place. From the outsider, a room may look chaotic, but in our brains, everything is just where it should be.
3. Constant Bouncing Between Left & RightCreate an experience that balances the humans’ constant juggle between chaos and organization. Create a mix between left and right brain elements throughout the space - always looking for the perfect blend between the two.
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Option A
Concept started out as Apollo v. Diosian Greek Gods. The concept evolved into the balance between the Left Brain Vs. Right Brain characteristics
Option B
Concept started out as Apollo v. Diosian Greek Gods. The concept evolved into the balance between the Left Brain Vs. Right Brain characteristics
Option C
Concept started out as Apollo v. Diosian Greek Gods. The concept evolved into the balance between the Left Brain Vs. Right Brain characteristics
Initial Space Planning: Bubble & Block Diagrams
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Floor Plan Evolution Sketches
Final Preliminary Floor Plan
Final Floor Plan
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Exploration of Design Options: Various Sketches
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PROCESS BOOK - Ella’s Restaurant© Rebecca Jensen. 2013. All Rights Reserved. No part of this presentation or any of its contents may be reproduced, copied, modified or adapted, without the prior written consent of the author, unless otherwise indicated for stand-alone materials
Exploration of Design Options: Various Sketches
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PROCESS BOOK - Ella’s Restaurant© Rebecca Jensen. 2013. All Rights Reserved. No part of this presentation or any of its contents may be reproduced, copied, modified or adapted, without the prior written consent of the author, unless otherwise indicated for stand-alone materials
Exploration of Design Options: Various Sketches
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Color Studies - First Round
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PROCESS BOOK - Ella’s Restaurant© Rebecca Jensen. 2013. All Rights Reserved. No part of this presentation or any of its contents may be reproduced, copied, modified or adapted, without the prior written consent of the author, unless otherwise indicated for stand-alone materials
Color Studies - Second Round
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Color Studies - Third Round
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Materials - Brainstorming Options
Choosing Sustainable OptionsMAYA WALL PAPERS
HEAVY METAL-FREE Component materials are free of the following heavy metals: Antimony, Arsenic, Barium, Cadmium, Chromium, Lead, Mercury, Selenium.INSTALLS WELL WITH LOW-VOC ADHESIVE When installed with Maya Romanoff recommended adhesive, use of these materials may contribute to gainingLEED Indoor Environmental Quality EQ Credit 4: Low-Emitting Materials.MADE IN THE USA Product is manufactured in the United States.
HIGHTOWER BENCHES100%RecycledSteelEndsandSupport.NoVOCEco-Chrome
BENJAMIN MOORELow/Zero VOC Paint Options
TWIST PENDANTAmerican-made, energy efficient, low-voltage mini pendantThe angled cut at the bottom adds to the modern effect, while emitting more light than a straight cut.
SOURCE LOCALLY: SF DESIGN DISTRICT
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PROCESS BOOK - Ella’s Restaurant© Rebecca Jensen. 2013. All Rights Reserved. No part of this presentation or any of its contents may be reproduced, copied, modified or adapted, without the prior written consent of the author, unless otherwise indicated for stand-alone materials
Materials - Brainstorming Various Combinations
RODI DESIGNS CLIENT CONTACT Rebecca Jensen Freddy Tamraz, Ella’s 1442 Filbert Street 500 Presidio Ave San Francisco, CA 94109 San Francisco, CA 831-‐402-‐3814 415-‐441-‐5669 [email protected] [email protected]
_ Materials Schedule (cont)
Mark Code Item Name Description Location
2( CT 101 Quartz Slab Cream quartz stone CG 101, Bar 101, Bar 102
3) CT 102 Quartz Slab Brown quartz stone CG 101
3! FAB 101 Vinyl Fabric Green fabric -‐ benches CG 102
3@ FAB 102 Vinyl Fabric Cream fabric -‐ square chairs CG 103
3# FAB 103 Vinyl Fabric Copper fabric -‐ bar stools CG 105, CG 106
3$ FAB 104 Fabric Red/orange geometric fabric WT 101
3% FAB 105 Fabric Red outdoor fabric WT 102
3^ WC 101 Wallcovering Tie-‐Dye pattern wall paper South Wall
3& WC 202 Wallcovering Cream vinyl wall paper North Wall
3* WC 103 Wallcovering Orange vinyl wall paper East Wall, Ceiling, Front Entrance Wall
3( WC 104 Wallcovering Red vinyl wall paper Restroom Wall
4) WC 105 Wallcovering City pattern vinyl wall paper Restroom Ceiling
4! PNT INT 101 Interior Paint Olive green paint North Wall, West Wall, Ceiling
4@ PNT INT 102 Interior Paint Brown paint Doors Interior Face, Custom Floor Design (FLR 103 )
4# PNT INT 103 Interior Paint Rust red paint (interior) South Wall Structural Beams
4$ PNT EXT 101 Exterior Paint Rust red paint (exterior) Exterior Walls
4% GLA 101 Etched Glass Laminated glass CUST 101, CUST 102
4^ GLA 102 Glass Tiles Green pattern glass tiles BAR 101, BAR 102
RODI DESIGNS CLIENT CONTACT Rebecca Jensen Freddy Tamraz, Ella’s 1442 Filbert Street 500 Presidio Ave San Francisco, CA 94109 San Francisco, CA 831-‐402-‐3814 415-‐441-‐5669 [email protected] [email protected]
_ Furniture Schedule
Mark Code Item Name Desciption Count q FLR 101 Floor Tile Wood-‐like porcelean tiles 1
w FLR 102 Floor Tile Brown porcelean tiles 1
e FLR 103 Custom Wood Floor Wood curved floor design 1
r BAR 101 Custom Bar -‐ Front Custom bar for upper dining room 1
t BAR 102 Custom Bar -‐ Back Custom bar for lower dining room 1
y CG 101 Custom Cashier Desk Custom display desk for cashier 1
u CG 102 Dining Bench Upholstered seating bench 14
i CG 103 Dining Chair Square back dining chair 28
o CG 104 Dining Chair Panton curved dining chair 22
1) CG 105 Bar Stool Curve/twist bar stool 8
1! CG 106 Bar Stool Square seat bar stool 4
1@ CG 107 Dining Table 24"x24" Wood veneer table 20
1# CG 108 Dining Table 28"x52" Wood veneer table 7
1$ CUST 101 Custom Partition Front bar glass partition 1
1% CUST 102 Custom Partition Back bar glass partition 1
1^ CUST 103 Custom Wall Paneling Mahogony glass paneling 1
1& CUST 104 Custom Wall Design Wood paneling on walls & ceiling 1
1* WT 101 Window Treatment Fabrication Roman shades fabrication 8
1( WT 102 Exterior Window Treatment Red exterior awnings 8
2) ART 101 Ella's Sign -‐ Interior Custom metal logo sign 1
2! ART 102 Ella's Sign -‐ Exterior Custom metal logo sign 1
2@ LT 101 Pendant Light Round pendant light 20
2# LT 102 Pendant Light Twisted square pendant light 18
2$ LT 103 Pendant Light Spikey crystal pendant light 2
2% LT 104 Sconce Spikey crystal sconce 2
2^ SINK 101 Restroom Sink White rectangle sink 1
2& SINK 102 Restroom Sink Brown wood sink base 1
2* MIR 101 Restroom Mirror Framed mirror 1
RODI DESIGNS CLIENT CONTACT:Rebecca Jensen Freddy Tamraz -‐ Ella's Restaurant1442 Filbert Street 500 Presidio AveSan Francisco, CA 94109 San Francisco, CA 94115831-‐402-‐3814 415-‐441-‐[email protected] [email protected]
SPECIFICATION SHEETItem Code: BAR 101 Manufacturer: Source:Item: Custom Bar -‐ Front Dining Area Contact: Daniel Contact: DanielIssue Date: Mandan Designs Mandan Designs Revision No: 152 Toland Street Suite 9 152 Toland Street Suite 9Revision Date: San Francisco, California San Francisco, California
415.871.4106 [email protected] [email protected]
Description:
Location: EntranceDimensions: See attached line drawingBar Construction Finish:
Construction:
Hardware: All internal hardware (hinges, screws, bolts, etc.) shall be corrosion proof.Custom Manufacturer: Mandan Designs -‐ San FranciscoWeb URL: http://www.customfurnituresf.com/Notes: 1. All materials and methods of construction must comply with state, local fire & life safety codes
2. All materials to be insect and vermin free.3. All materials to be moisture resistant.
5. Manufacturer to provide Interior Design with finish samples prior to fabrication.6. Manufacturer to provide Interior Designer with shop drawings prior to fabrication.
9. Manufacturer must supply clearly labeled touch up sticks for all wood finishes.10. Ensure that piece will fit through doors prior to commencing fabrication
General Notes: 1. Must be of contract quality and suitable for commercial use2. Verify material requirement with floor installers prior to purchasing3. Manufacturer to provide Interior Designer with a cutting for approval (CFA) prior to purchasing4. Changes to this specification must be approved by Interior Designer
Reference: See attached line drawingQuantity: 1
8. GC to work with manufacturer and floor installers to ensure the floor is properly prepared for proper bar installation
13-‐May-‐13
All exposed wood panels, shelves and surfaces are stained, alcohol, water and burn resistant conversion varnish finish to match Treefrog # 60704 Wenge Straight Grain wood veneer. Double top coat and hand wiped stain. Provide clear water and alcohol resistant penetrating sealer.Solid kiln dried select oak hardwood trim and shelves; brown oak veneer shelves from the backside. Frame to be double dowelled, screwed and glued. Veneer face plywood with solid edges for top, front and side faces. Veneers must be glued with moisture resistant glues. Stone top is COM (CT 101) and front glass paneling is COM (GLA 102).
4. Manufacturer must review design concept and inform purchasing agent of any problems or discrepancies prior to fabrication.
7. Manufacturer must provide a structurally sound product with proper proportions to ensure stability and prevent tipping.
Custom bar design made of solid wood with COM glass paneling (refer to GLA 102) and COM stone countertop (refer to CT 101)
RODI DESIGNS CLIENT CONTACT:Rebecca Jensen Freddy Tamraz -‐ Ella's Restaurant1442 Filbert Street 500 Presidio AveSan Francisco, CA 94109 San Francisco, CA 94115831-‐402-‐3814 415-‐441-‐[email protected] [email protected]
SPECIFICATION SHEETItem Code: BAR 101 Manufacturer: Source:Item: Custom Bar -‐ Front Dining Area Contact: Daniel Contact: DanielIssue Date: Mandan Designs Mandan Designs Revision No: 152 Toland Street Suite 9 152 Toland Street Suite 9Revision Date: San Francisco, California San Francisco, California
415.871.4106 [email protected] [email protected]
Reference Drawings:
13-‐May-‐13
RODI DESIGNS CLIENT CONTACT:Rebecca Jensen Freddy Tamraz -‐ Ella's Restaurant1442 Filbert Street 500 Presidio AveSan Francisco, CA 94109 San Francisco, CA 94115831-‐402-‐3814 415-‐441-‐[email protected] [email protected]
MATERIAL SPECIFICATION SHEETItem Code: CT 101 Manufacturer: Source:Item: Quartz Slab Contact: Andrew Contact Rep TBDIssue Date: True Stone Distributing CaesarStone HQRevision No: 1742 Yosemite Ave 6840 Hayvenhurst Ave. Suite 100Revision Date: San Francisco, CA 94124 Van Nuys, CA 91406
Phone: 415.822.TRUE(8783) [email protected] [email protected]
Location: Custom Cashier Desk (CG 101), Custom Bar -‐ Front (BAR 101), Custom Bar -‐ Back (BAR 102)Product Name: ClassicoWeb URL: http://www.caesarstoneus.com/products/color/3200/Content: QuartzColor Baja -‐ 3200Finish: PolishedThickness 2cmEdge Profile: Standard Pencil EdgeNotes: 1. Fabricator to create template for stone top from bar bases provided by Mandon Designs bar manufacturer
2. All stone must have factory applied stone sealer.3. A sample from production must be approved by Interior Designer prior to ordering.4. Inconsistency of color and pattern in adjacent pieces will not be accepted.
General Notes: 1. Must be of contract quality and suitable for commercial use2. Verify material requirement with bar base installers prior to purchasing3. Manufacturer to provide Interior Designer with a cutting for approval (CFA) prior to purchasing4. Changes to this specification must be approved by Interior Designer
13-‐May-‐13
4. GC to work with bar base manufacturer and Caesarstone certified installer to properly prepare the countertop for installation (to include any leveling layments, backerboards, setting materials, adhesives, etc).
RODI DESIGNS CLIENT CONTACT:Rebecca Jensen Freddy Tamraz -‐ Ella's Restaurant1442 Filbert Street 500 Presidio AveSan Francisco, CA 94109 San Francisco, CA 94115831-‐402-‐3814 415-‐441-‐[email protected] [email protected]
MATERIAL SPECIFICATION SHEETItem Code: GLA 102 Manufacturer: Source:Item: Green Glass Tiles Contact: Diana Visona Contact Rep TBDIssue Date: Galleria Tile ModonoRevision No: 299A Kansas St 465 Paul RoadRevision Date: San Francisco, CA 94103 Rochester, NY 14624
415-‐431-‐5283 585-‐247-‐[email protected] [email protected]
Location: Custom Bar -‐ Front (BAR 101), Custom Bar -‐ Back (BAR 102)Product Name: San RemoProduct Code: OpulenceColor Celedon (Green)Product URL: http://www.modonoglass.com/tile/pattern.phpType: LaminatedThickness 6mmTile Size 12" x 12"Tile Repeat NASafety Rating: ANSI Z-‐97.1-‐1984, sections 5.1 and 5.2 certification as tested under CPSC 16 CFR 1201, Category II.UV Block: 0.99Notes:
4. CG to work with installer to ensure proper installtion methods are taken (see attached installation guide)
General Notes: 1. Must be of contract quality and suitable for commercial use2. Manufacturer to provide Interior Designer with a cutting for approval (CFA) prior to purchasing3. Changes to this specification must be approved by Interior Designer
13-‐May-‐13
1. GC to work with glass installers to ensure ceilings and walls are propertly prepped for proper glass installation2. Cleaning: Use AquaMix "Aqua Kleen" for simple spray & wipe cleaning3. Aqua Mix Sealers Choice Gold or Grout Sealer is recommended for sealing pourous grout joints
5. Tile patterns should be matched as best possible
SPEC EXAMPLE:Bar Design
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Final Presentation
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Final Presentation
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Final Presentation
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Final Presentation
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Final Presentation
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Final Presentation
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Final Presentation
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Final Presentation
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Final PresentationFinal Presentation
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Final Presentation
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