While the restaurant industry is as old as civilization, the modern landscape of restaurant businesses can be incredibly complex. In the past, all you had to worry about was the location, the layout, and the menu.
Today, you have to spend as much time picking screens and speakers (or Audio Video systems) as on kitchenware and table cloth. Still, why are AV (Audio Visual) systems so important in modern restaurants? There are numerous reasons, and here are the four biggest ones you need to focus on.
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What's an AV system?
AV system is basically a bunch of cool gadgets that work together to make your movies, music, and video calls look and sound awesome. It's like having a high-tech entertainment setup right in your home or office.
You've got things like speakers for bumpin' audio, screens or projectors for watching your favorite flicks, and even microphones and cameras for when you need to hop on a video call with your buddies or coworkers. All these different parts team up to create an immersive experience that's way better than just watching on your laptop or listening through your phone. So, if you want to take your media game to the next level, an AV system is definitely the way to go!
4 Benefits of AV systems for Restaurants
1. Expectations from a modern venue
A lot of people don’t understand how industry standards shape their expectations. While we may assume that having music in the background and screens on all walls are just normal things in a restaurant, what we often don’t get is why we expect this. The truth is that this was present in every restaurant we ever visited or have seen on our screens.
In the modern age, we also expect quality. For instance, speakers for restaurant settings need to be quality and potent but placed so that they either blend the decor or inhabit a niche where they’re not easily visible. They need to be heard but not seen.
The sound needs to come from everywhere around, and if people don’t see the speakers, they will not even care about its origin. Also, seeing as how a restaurant often has a slightly strange layout, these speakers need to be placed so that they provide optimal coverage. This is not a venue with live music where people sitting right next to the stage hear it too loud while people in the back can’t even hear it properly.
Also, no one likes being seated next to the speaker. This is not because they dislike speakers; it’s because they don’t want the vibration and too loud noise while they’re trying to enjoy their meal or have a conversation. So, having an intricate web of smaller speakers is often better than just trying to solve this the simplest (and cheapest) way.
This is also important in order to ensure your business can keep up with the rapid innovation in the tech world.
2. Enhancing ambiance
People come to the restaurant for the experience. Now, the biggest problem with human experience is that while it draws stimuli from everything it senses, the big problem is that it only focuses on a few big stimuli.
For instance, when evaluating the restaurant, they’ll notice the food, the waiting staff, and the efficiency of your organizational abilities. In other words, how long it took them to be seated, attended to and served their meal.
The problem is that all the other aspects of the hospitality industry, things like the music, the lighting and more are just around for them to soak in subconsciously.
Needless to say, your AV system is a huge part of this overall experience. The right theme on the big screen can help set the theme. For instance, if you’re running a Mediterranean restaurant, having some scenery from the coast of Amalfi or some far-eastern landscapes and rural areas in a Chinese restaurant can do so much. This can enhance the immersion and boost your ability to really see the place the way its founders/owners intended to.
The best thing about this is that your guests will feel the vibe even if they don’t understand what contributes to it.
3. Branding and promotions
The next thing you need to understand is the fact that branding and promotion opportunities aren’t as common as you think. Just like what we’ve discussed in the previous section, people absorb these without even noticing.
For instance, one of the oldest and best-established marketing principles is the rule of seven. According to this rule, people need to interact with your brand seven times to commit to converting to a customer. This means that they have to read about you, read your posts, see your ad, or visit your page seven times (put together) before they choose to engage.
Now, this may seem a bit absurd, seeing as how a guest to your restaurant is already a customer, however, things are not as simple in the hospitality industry. You’re not dealing in one-time purchases. What you want is for them to become regulars and keep coming back. You also want them to recommend you to their friends and acquaintances, since WOM is a huge factor in the hospitality industry.
These screens and speakers can help you do some on-spot branding. This way, you can present other items on the menu and give them a reason to return. You can also promote special deals and offers that they might be interested in in the future. All in all, the message is stronger with the right system.
4. Versatility and additional amenities
Many restaurants are also venues you can rent to your clients. However, they’ll likely look for additional amenities like a sound system and screens. That way, they can easily customize their party for various events.
With the right screen, they can use presentations and montages that they could easily enhance their wedding or corporate event with.
This is also an important decision-making factor when picking the right venue for any occasion. For instance, you could choose a venue based on its audio and visuals when choosing where to hold your birthday party.
As a restaurant, you’re running a business, and you’re outfitting a business. This is why it’s important to have the right perspective in mind when trying to do a financial estimate. Sure, this can cost quite a bit, but how much are you saving on all the extra work you would get? We’re talking about the potential guests you would otherwise lose by not having these amenities (while your competitors do).
The problem is that many lay entrepreneurs are not very skilled at calculating (or even understanding) opportunity loss. This is why they have a real problem with ROI.
Wrap up
If done right, this is an equipment acquisition that you won’t have to repeat for a while. The key thing you need to understand is that quality AV systems also have to be scalable. Sure, your restaurant may not grow as much, but you need to understand that video (and, to a lesser degree, audio) quality is improving on average, and you have to stay ahead of the curve. Now that you understand why it all matters so much, it’s even more important you choose right.