Customer A in the crowded aisles of the restaurant while looking for a seat, while the opposite side of the customers continue to rub shoulders, but also from time to time to avoid all the way shouting "Excuse me" of the waiter;

hard to find a seat, a turn back to find that the bathroom is set up in the kitchen across the street, and the door is piled up with a truck just pulled over to be washed! Tableware, at once appetite is all gone, long gone ......

This picture is happening in many restaurants, mainly with the restaurant line design unreasonable. Line design is related to the profitability of the restaurant, Starbucks and McDonald's line design there is a big difference, which in the end hides what logic?

01

Why do Starbucks customers line up horizontally?

Starbucks is oriented toward leisure, creating a third space that makes consumers feel elegant and comfortable, distinct from the office and home. Parallel horizontal queues allow customers to see each other's expressions, creating a sense of intimacy and avoiding anxiety. In contrast, vertical queuing, where customers can't see each other's expressions, creates a sense of anxiety.

Starbucks store space environment color tone light, chic; horizontal layout, to create an elegant atmosphere.

(1) Improve the workflow.

Starbucks' staff work bar is a horizontal assembly line, and inside the bar is a horizontally arranged workflow. Often the ordering staff will move to the center to make the coffee, as well as take some toppings before moving to the side.

The factory-like process ensures that one person can have room to move around and move faster in each of the three positions of taking orders, making coffee and giving coffee. This avoids the problem of a group of people crowding together, resulting in the back not being able to order. When there are a lot of people, the horizontal queue can also pre-order.

(2) reduce labor costs.

Make full use of the sales space to display products, but also easy to see the goods. Self-service is relatively easy to reduce labor costs.

(3) Optimize the shopping experience.

1, relieve anxiety

When customers stand next to the counter, it is clear to see the price list of the goods on the wall without worrying about the line of sight being blocked by the customers in front of the line. The selection can pass the time (or see the busy staff at the counter), effectively suppressing the annoyance of waiting in line. On the contrary, a queue that affects the view deepens the customer's anxiety.

2, ritualized viewing

The horizontal bar is equivalent to a display platform, see the barista operation of the whole process. Watching the process of making drinks increases the sense of ceremony and experience. Customers will have the feeling that this drink is not easy to make and is really worth the price.

3, to avoid creating a sense of congestion

Employee operations bar is a horizontal assembly line, so customers in the face of the bar on the left side of the queue, while on the right side of the pick up coffee, the formation of order can be avoided aisle congestion.

02

Why do McDonald's customers line up vertically?

McDonald's, as the originator of the fast food industry, seeks to create a more lively, fast-paced atmosphere. Vertical queuing, back-to-face contact between customers, and "headless" waiting and fast-paced dining just fit the McDonald's flavor.

① Remind customers to make decisions early.

McDonald's stores often post the day's recommended set meal combinations at the entrance, and put the main products on the interior.

Behind this reflects the thinking about the efficiency of ordering food, it wants customers to have made consumption decisions before they stand to the cash register. The restaurant as a public **** space, if customer A standing in front of the table hesitation, is bound to affect other customers order.