Exploring consumers’ images of open restaurant kitchen design

Abstract

In their ongoing search for competitive differentiation, restaurateurs are now turning to open kitchen design as a unique selling proposition. While many different elements can contribute to memorable dining experiences in hospitality scenarios, the open kitchen concept can not only provide entertainment in the form of the display of cooks’ at work, but also ‘transparency’, that is, customers being able to see firsthand how food is handled. What images come to consumers’ minds, however, when they think of an open restaurant kitchen? To date, contemporary research has to a large extent ignored this area that could potentially have several impacts on customers’ consumption and patronage of restaurants and hotels. Gathering data from 277 regular restaurant customers, the present study explores their images of open restaurant kitchens. Overall, respondents’ comments demonstrate their positive views about the open kitchen concept, including fun, entertainment, cleanliness, trust, and being able to see both the chefs (cooks) and the food being prepared. While clearly an open kitchen concept may not be appropriate, convenient or feasible in all hospitality scenarios, the findings suggest that many consumers do appreciate elements of the concept that can be experienced during the consumption of their meals. What may be even more important is the ‘reassuring’ aspect of how their food is being prepared, including cleanliness and hygienic measures.