Designing a Nightclub Restaurant: A Case Study of DSTRKT Restaurant

This dissertation investigates the design, development, and operational aspects of a nightclub restaurant, using DSTRKT Restaurant in London as a case study. The research explores how integrating a restaurant within a nightclub can increase sales and improve customer retention. The study delves into the concept of designing good food and ambiance, examining the benefits and drawbacks of this combined model. It also identifies challenges and issues encountered when introducing a restaurant into a nightclub setting. The research methodology includes literature review, analysis of the restaurant design, and data analysis to assess customer opinions and satisfaction. The dissertation aims to determine how improved ambiance can strengthen a restaurant's brand identity and provides recommendations for successful implementation. The research covers key areas such as brand personality, ambiance, seating capacity, and the overall restaurant design process. The conclusion summarizes the findings and provides insights into the effective operation of a nightclub restaurant, emphasizing the importance of customer satisfaction and strategic planning.

Dissertation
Design, development and opening of a nightclub in the same
building with a restaurant, using a case example of
DSTRKT Restaurant
Investigation into how designing and combining
nightclub with restuarant in same location can increase
sales and cutomer retention. Example from DSTRKT
Restaurant London
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Table of Contents
CHAPTER 1: INTRODUCTION....................................................................................................4
Overview of research..............................................................................................................4
Significance of study..............................................................................................................5
Research aim..........................................................................................................................5
Research Objectives...............................................................................................................5
Research Questions................................................................................................................5
CHAPTER 2: LITERATURE REVIEW.........................................................................................6
Concept of designing good food and ambience ....................................................................6
Benefits and drawbacks of having a restaurant in a nightclub...............................................8
Challenges and issues faced while introducing restaurant in a nightclub..............................9
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................10
Types of investigation..........................................................................................................11
Research Philosophy............................................................................................................11
Research Approach...............................................................................................................12
Research Strategy.................................................................................................................12
Research Choice...................................................................................................................13
Research design....................................................................................................................14
Data collection......................................................................................................................14
Data analysis.........................................................................................................................15
Sampling...............................................................................................................................15
Access and Ethics.................................................................................................................16
Time frame...........................................................................................................................16
CHAPTER 4: DATA ANALYSIS................................................................................................16
CHAPTER 5: CONCLUSION AND RECOMMENDATION.....................................................27
Conclusion............................................................................................................................27
Recommendation..................................................................................................................28
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Reflection.............................................................................................................................29
REFERENCES..............................................................................................................................30
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CHAPTER 1: INTRODUCTION
Overview of research
In every restaurant, an organisation always focus on providing best hospitality industry
services and facilities to their customers. They are design attractive, unique and different
structure of restaurant which are offer variety of food services or items to the guests. In current
time period, they are mainly selling alcohol and food in order to satisfy needs or wants of
customer. This will help them in feeling relax and stress- free by having restaurant in nightclub.
Designing good food is one of the appropriate way for developing brand which attract large
number of customers (Chadha and Wells, 2016). Ambience is another word for atmosphere in
the sense of mood a place. If an expensive restaurant has soft lighting and peaceful music so it
has pleasant, soothing ambience which attract customers. There are various qualities help
customers for enjoy their food and meals about their visit in the restaurant. It will help in
increasing competition and cover whole market by branding. The brand personality is inform
about various designing decisions that are helpful in making attractive, unique and different
places. The restaurant owner mainly focus on ambience, environment and charter where they are
organise and arrange seat for their customers. However, restaurant in a nightclub assist in fulfil
all needs and demand of customers who come for enjoy their day. It is an effective concept of
restaurant in a nightclub helps in offering variety of food and services to their desired guests.
This will assist in analysing and examining restaurant which can used for attracting number of
guest who are come for enjoy the day.
The research is based on DSRKT restaurant and bar which is located in Rupert Street in
London, United Kingdom. This restaurant work on having an idea about restaurant in night club
that will fulfil all needs and requirements of customers in better manner. The main purpose of
this research project is to describe aim and objectives which help them in completing whole
research report. Literature review is useful in analysing different authors and scholars views
regarding specific topic (Schelly, 2015). Along with this, data analysis is used for taken various
respondents response and opinions regarding company goods and services. This will assist in
examining and analysing whole research and its response towards firm income and profitability
level. In this, conclusion can be analysed on the basis of research and investigation of specific
topic in order to get accurate results or outcomes.
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Significance of study
The importance of this research is to understand the idea of having restaurant in a
nightclub in which they are analyse customers opinion and thoughts. It is essential for restaurant
owner is to develop effective and innovative services to the customers. This will assist in
analysing future plans which help them in reaching with desired customers. Along with this, it is
essential for researcher is to identify various ways through which they are attract large number of
guest towards new restaurant (Bunn, 2016). It is useful concept which satisfying all guest
requirement and needs in order to deliver them demanding goods and items. This is helpful in
analysing whole area where they can easily establishing restaurant in order to gain attention of
large number of customers.
Research aim and objectives
It is determined as one of the important part of investigation project because there is not
any aim where direction are proceeded and it is conducted (Hatchett and et. al., 2015). This is
mainly describes an issue which is faced by company and this is possible solution so that this
will help in easily reach with high growth and profitability in effective way.
Aims and objectives: “To investigate the idea of having a restaurant in a nightclub”.
 Look into how good food and ambience could sustain customers for longer period at
restaurant to get them into night club
 To identify the benefits and drawbacks of having a restaurant in a nightclub.
 To analyse major challenges and issues faced while introducing restaurant in a nightclub.
 To determine how to improved ambience strengthen the brand identity of a restaurant.
Research Questions
In this section, questions are being developed and formulated by investigator as per the
objectives so they have developed for themselves. Along with this, it is one of the essential part
of investigation report through which they are capable for evaluating and understanding research
in effective manner.
Questions:
 What is the concept of designing good food and ambience ?
 What are the benefits and drawbacks of having a restaurant in a nightclub ?
 What are the challenges and issues faced while introducing restaurant in a nightclub ?
 How can improved ambience strengthen the brand identity of a restaurant ?
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CHAPTER 2: LITERATURE REVIEW
A literature review is the scholarly paper which include current knowledge involving
substantive findings and theoretical and methodological contributions in specific topic. Literature
review are secondary sources and it do not report new or original experimental work or task. It is
the basis of research in nearly every academic sector (Bar-Johnson and Weiss, 2015). A literature
review is the search and evaluation of the available literature in the given subject of selected
topic area. This will help in collecting various authors and scholars views and reviews regarding
research project topic. Also, it can be helpful in understand their perception regarding specific
theme.
Concept of designing good food and ambience
As per the view of Lai‐Yeung (2015) Ambience are consist with good food and good
consumer service which are foundation on which successful restaurant is developed and
established. Such essential qualities assist guests for enjoy their meals and feel good about their
visit in the restaurant. In this, good food and good consumers are the functions of the staff
members, ambience and comfort which are main function of restaurant design. Marketing is
taking a step-forward as digitalisation enters in between, consumers, and customers are more
focused on awareness. It has boosted competition and holds the whole market by branding.
Designing posters, flyers, social marketing, etc are framing a new strategy to focus on a new
market. Restaurant design, good presentation, food quality and the concept of presenting services
in attractive display is much more beneficial.
As per the view of Michelle Renee, nightclubs offer customers a place to unwind from
their regular routines. This place offer the quiet relaxation of a high end cocktail to sites that
provide high energy music and crowded dance floors. Nightclubs attract a wide range of
businesses who are invest capital for gaining more income and profitability. There are various
points which describe how to design good food and good consumer are explained as follows: Design with brand personality in mind – Brand personality is the way of specific
restaurant which is perceived by target audience (Gutteridge, 2015). Moreover, brand
personality inform about different design decisions which are helpful in making place
attractive, unique and different from others. It can be analysed that if brand personality is
formal so this will directly influences on types of uniforms of staff members, place of
sitting and dining areas.
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 Balance ambience and seating capacity – For sheer seating capacity, there are few
layouts beat the cafeteria design with row upon row of long tables and benches. On the
other hand, they need to focus on ambience, charter and atmosphere where they are
arrange seat for their customers (Henry, 2017). The respective restaurant has occupy a
middle ground where they are concerned with both serving and delivering variety of food
items among people.
 Restaurant Design Process – Different restaurants are working on a way to showcase a
new style and create a goodwill in market. It clarifies all concept of interdependent
decisions which put a step-forward in proceeding innovative ideas. Ideas which frame
strategically with a plan and focused on presenting services to customers. It spread
awareness in market which plays a vital role in handling services. Designing good food
presentation is one of the appropriate ways of making brand. Generally these projects of
presenting thing in unique way take time, experience, customer feedback and an expert
who can frame good plan in entering into a new world. Catering is one of a unique
structural poster on today's market. It showcases food in restaurant, marriages, and in
other events by more appropriate theme design (González and Deal, 2017). These new
ways of designing or showcasing strategies are attracting in a better way. It maintains
every restaurant design consultants and focus on a complete planning process which is
future based. It creates a need in market as to aware customers about services and
showcasing it with perfect designing is much more beneficial. Designing is nothing more
than portraying presentation in a more attractive manner.
 Restaurant Ambience designing- Every other country, state or even cities have a
distinctive culture with dramatically different atmosphere codes. As every new project
has a fixed period of time to complete its process. Maintaining attractive ambience and
putting an impact on consumer decision-making is the most vital part of growth. It
regulates every corner or department from decoration to its architecture things according
to its consumer standard (Buttriss, 2016). Concept of ambience totally dependent on
targeting customers as maintaining a market with full of royal people needs to be royal by
ambience. It handles every field and maintain stability with goodwill in market.
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Benefits and drawbacks of having a restaurant in a nightclub
As per the view of Michael Wolfe, smoothly run of business operations and its functions
are attracting large number of people in the city. Running a nightclub sounds like job which is
full of glamour and glitz. Instead of waiting behind velvet rope, an individual operate business
functions and operations. However, nightclub ownership is hard work, it combining the financial
and logistical issues of bar, a fancy restaurant and concert venue. They are providing effective
food facilities and services to their customers and satisfy their needs. A restaurant in a nightclub
is an effective in order to provide food and other services to their guests. Before entering into a
new segment of consumers, a marketer needs to be more conscious about a quote, that is
customers are king of market'. Giving every service on a single stop, is much more appreciable
as it saves time and money of an individual. Strategies are many which mould every new concept
of benefiting profit, it works on planning with proper arrangement to give comfortability in
offering services to customers. Services on a single stop is in trend in today's market, it maintain
a goodwill and sustainability (Mariani, 2016). Taking care about a restaurant in a nightclub can
be good in some way or it can be a big drawback in an another way of attracting different
customer segment. There are different benefits and drawbacks of having restaurant in a nightclub
which are described as under:
Benefits of having restaurant in nightclub: Meeting with new people - There are various people who visit nightclubs to socialise
and make new friends. For the restaurant owner, such opportunities are multiplied
effectively. Every person who walks through the door is potential new nation, love
interest and friend. If they want to order them a drink and let into VIP and its on the
house.
 Profit – If everything come together for club the music, location, décor and right mix of
people which might be hit (McAdams and von Massow, 2017). There are large number of
people who are come for attend night club through which they enjoy and feel happy.
Nightclub are very lucrative, grossing thousand very night from drink sales. For such
looking to gain profits, however they need to stick with profession with acquiring more
income and revenue. Restaurant business at travelling places- Boost-up business at a place where number of
travellers are coming day to day and earning profit is not a big task. Benefit of opening
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clubbing with a restaurant is more beneficial as it helps guest to enjoy all services in a
single place. Places full of historical forts, or with a travelling attraction has a better
impact on clubbing with restaurant as it makes easy for a customer to get services on a
single platform which save time and money of transportation (Hoeber and et. al., 2015).
Management which needs to be taken care of as it regulates all the functional authorities
of a business. Places with more travelling attraction gives opportunity to enter into a big
market and start building stability into it. Stability with maximizing profit should be a
module which a company needs to adopt as it create a market and aware consumers about
services.
Drawbacks of having restaurant in a nightclub: Expensive – The collaboration among restaurant and night club is every costly for both
an organisation and customers thus it is important for both the parties to paid additional
among for taking benefits of nightclubs and restaurant.
 High crowed – Due to high crowed areas, employees or staff members are not capable
for serving in appropriate manner therefore it will create dissatisfaction among
customers. It is directly influence on business operations of both restaurant and night
club.
 Restaurant business treated more than clubbing - Finding priorities and keeping an
eye on every field is much more important, it took an effort of managing every
department as business of restaurant is not stiff in between food and services (Cimpian
and Leslie, 2017). It involves a management which comprises every single field that is
Legal, payroll to every individual, HR who functioned to hire skilful personality,
Marketing which examine every market to focus on, Managing team building,
maintenance of every services and system creation. It need an entire team which focuses
only on functions of every view point of restaurant as it doesn't wind up in a single
department. These drawback may push management of clubbing and can affect the
services of it.
Challenges and issues faced while introducing restaurant in a nightclub
According to the view of Aspasia and Ourania (2015) Framing a situation in mind to see
a running a business with maximizing profit every month with advance booking of seats.
Business performs well. But a point may come when a club or restaurant concept may find
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difficulties and stuck on a platform. Not growing any more and finding a solution of difficulties
may become a tough task. There are reasons which affect business and stuck in a situation where
profit generation is the toughest task. Working on this pattern may lose assets too, challenges and
issues will come which is as follows:-
Effective marketing but not serving same - The biggest challenge in today's market is
updated technology and services. Improve in marketing doesn't improve the services of a
Restaurant in a club. These two need a separate focus as to provide better facilities to customers
and maintaining everything by a single concept is the toughest task in business. The majority is
totally focusing on restaurant which tend to take initiative in branded marketing and may ignore
to change or update facilities. To market a business, it is necessary to understand every aspect of
ground realities, what services to offer, what a market asks, how to create a need, what prices can
be better, how management will take place, what are the demand and supply of a product, etc.
There are many more challenges which market are facing and due to increase in marketing,
services are heading downwards which is the most vital problem of today's , market (Soltani and
et. al., 2015).
Inventory to maximize profit - The worst condition of today's restaurant and bars are
not conducting a regular supervision or an in-depth food and beverage inventory. This treated as
a hospitality management rule number 101. Taking care of inventory and adding it to product list
will maximize profit. Start building a strategy to give priority to a quote 'Inventory is not a
should-do, it's a must-do'. Taking care of liquor inventory is crucial in club as a market demand
may increase anytime, or a situation may arise when supply may take a stop in market because of
which a restaurant may fail to fulfil demand of customers. Feedback and get the knowledge
about staff focusing. As in restaurant, it happens generally that stuff doesn't focus on guest
properly, it lowers down the value in market and affects goodwill.
Improved ambience strengthen the brand identity of a restaurant
Restaurants can build and develop income and reinforce their place in the business
landscape in order to developing brand identity among targeted audience. For using this concept
of brand identify in order to create a consistent visual message, there are myriad of ways
restaurant owners that can approach brand awareness. Brand identity using marketplace
positioning, developing a visual presence, creating an advertising and marketing plan and
establishing loyalty.
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Build visual awareness – It is consistent visual existence providers a vivid memory for
consumers. Ambience help restaurant in attracting large number of customers towards their
services and facilities. This will build visual awareness among guests in order to satisfying their
all needs and requirements effectively. It will assist in creating and developing awareness among
customers regarding appropriate products and services.
Develop loyalty – In this, build a loyal society and community or consumer base is the
foundation of brand awareness, loyal consumers expand the word about the restaurant brand. The
restaurant require to make attractive ambience which gain attention of large number of guests
and satisfy their needs and wants effectively. They are offer quality based food products and
items which develop loyalty among guests and attract more customers. Brand awareness spread
with the help of promoting goods and food items among buyers through social media, Facebook,
Instagram and so more.
CHAPTER 3: RESEARCH METHODOLOGY
It is the procedure and method that can be used for selecting, recognising, identifying and
analysing overall data and information regarding specific topic. In this part, they allow readers in
order to evaluate and examine whole study validity and reliability. An investigation is carry out
for describing, explaining and predicting work process in better way. This is defined as the study
of method where they gain accurate skills and knowledge for completing the research report
(DiPietro and Bufquin, 2018). For this, all the major issues are associated with research report
which can be sort out in proper manner. It is important for an investigator is to conduct all main
activities and functions in given period of time, so they can easily acquire goals and objectives.
Types of investigation
In this part, an investigator need to access correct data and information of research report
so that they can easily execute various methods and techniques in order to acquire advantages
regarding research process. In addition to this, there are various ways through which can be
conducted in better manner. This includes qualitative and quantitative research method. In
qualitative method, data has been gathered and collected by use of qualitative technique and they
are mainly focus on maintaining quality and examine customer point of view regarding firm
goods and services (Timming, 2017). Another is quantitative method of research, this will help
them in gathering and collecting correct data along with authentic charts and graphs so
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researcher mainly concern on evaluating and understanding qualitative factors. In the current
research report, qualitative method is used for collecting and gathering accurate data and
information while completing project.
Research Philosophy
The research philosophy refer as the value and belief that can be used for gathering and
collecting appropriate data in order to complete the project in better manner. In this section, there
are various types of beliefs and patterns which are being followed or regulated by an investigator
and their main main responsibility is to choose right philosophy for an organisation for achieving
desired goals and results. In addition to this, there are different types of philosophy that includes
positivism, realism, interpretivism, pragmatism and subjectivism. In this, positivism are focus on
stability and it can be determined and described from an objective perspective without
interference with phenomenon being designed or studied. Along with this, it should be separated
and can be repeatable in better manner (Lepkowska-White, 2017). The researcher develop and
formulate use of maths and science models which can be helpful in acquiring accurate data and
information. Another is interpretivism consist with subjective intervention and interpretation is
main reality that should be evaluated and understand. On the other hand, in pragmatism an
investigator accept the concept which are best suitable for the further upcoming action. There are
different ways through which they can examine and interpret data and information in better
manner. The realism philosophy research is based on idea of independence which are associated
to reality from human mind. It is that philosophy which is based on estimation and prediction of
scientific approach for create effective knowledge. At last, subjectivism is the philosophy that is
related with social science and it is refer as an individual experience, point of view and
interpretation effectively (Leach, 2017). In this project, positivism philosophy is applied in order
to gather and collect accurate facts and figures while completing this research report.
Research Approach
This is the plan or procedure which consist with steps along with advanced assumptions
to described technique and methods of data collection, interpretation and analysis. This is based
on research nature that assist in solving major issues and problems which are being addressed. In
addition to this, research approach is the crucial part of scientific study which assist them in
analysing or examining whole areas. There are two types of research approach that are required
for implementation by an investigator. It includes deductive and inductive approach. In Inductive
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