To ask my brother to change his restaurant design 3 weeks from opening

[msmacd]

Hi there, require the input of the mumsnet jury on this one. My brother is opening a cafe/restaurant/bar. It has cost a huge amount to construct and fit-out. My mother's money (she is 70) is also riding on it's success as she is the primary investor, and has mortgaged her home. I took a sabbatical to come back to my country of origin for 4 months to help him in the critical weeks. I have also invested in it.

My brother says his intention is to target the 30-50yrs demographic in particular. He now has 700 Facebook 'likes' for his restaurant Facebook page, and tellingly the majority are woman. There is a fairly trendy man tavern/sports bar close by, so he (claims) he is trying to appeal to the women (who would then bring their partners/ families). As it is in a suburban area, he also envisages getting business from the mothers after school drop off etc, as he will be open from 7:30 and acting as a cafe with cake, coffee, breakfast etc in the mornings.

The architects created it with a bit of an industrial chic vibe, with concrete floors (which i appreciate are on trend at the moment). However, there will be some banquets and some soft/more casual seating in the cafe area at the front, as well as a more formal dining area towards the back. It also has a small garden. A large bar is in the centre of the venue, as the central/focal point.

Yesterday i saw the bar go up. I have attached a photo. That is the finished product/look. The panels are fibreglass made to look like concrete. I took the photo just after they had installed part of the front, but it spans the entire bar and curves around into the cafe area (not in photo).

I'm not a fan (to put it lightly). However, it will cause a massive uproar if I ask him to make changes. His restaurant manager (who he has been working closely with to set it up) already thinks i'm an interfering cow (ha!). It is 3 weeks from opening to the public.

Given my brother is trying to appeal primarily to women (allegedly) and attract families. i must ask... what do you think? Am i being unreasonable?

Thanks all, very helpful. I'm relieved the majority of you have said that food, service and atmosphere are more important than interior design. I think because i am someone for whom the decor does make a big difference, i was worried everyone was. So i'm very glad most of you aren't as shallow .

Whoever said that look is dated must have very unreasonable/slavish expectations to fashion trends.

It looks and sounds fine to me and not dated at all.

Dark wood chairs etc will warm it up. As will noticeboards, art, cake stands etc. Maybe some books?

I think it looks great. And I don't think they should paint the panels .

It will look best if they go with the whole vibe and support it without trying to fuss against it.

Don't like it at all. My kids would hurt themselves if they brushed against it. Does he have a gated area for the kids to play in with some appropriate toys like puzzles and the activity cubes. Should put machine washable rubber tiles on the floor too in the play area.

It's a cafe /restaurant not a nursery.

I think it looks fine. When all the lighting is done and there is art in the walls and finishing touches it will all look different.

It looks nice. Sod the bloody kids

I know you're saying that you want to attract the "mums crowd" but all this talk of washable surfaces and play areas is making me jittery.

If I go out for a drink or lunch with colleagues or girlfriends I would positively avoid places that had been "kiddified" or aimed too much at yo

The idea that a look which is outdated in the UK will be fine for NZ has unreasonably irritated me. NZ isn't "the UK but 30 years ago" any more - it has its own style and trends and believe it or not, with access to the Internet (and even electricity in most areas!) what's in date there is here, what's dated there is here and vice versa.

Idea for you, OP - how about approaching a local metal smith / steel artist and getting some custom brushed flat steel koru designs to put in the middle of each panel? Modern and kiwi but will break up the wood and concrete expanse a little.

All cafes here have a basket of toys and books for children to use while they wait for food. Some have indoor play areas (think plastic climbing frame, Wendy house, bucket of blocks type) and many also have fenced off outside areas with swings / slide / old tractor to climb on. Any and all of those would encourage me to visit with the boys. Free wifi is always good too.

Another thing to consider is whether you're targeting mainly locals or mainly tourist trade (which again will vary with location - I note you've not said where you are in spite of a few people asking, so I won't press the issue, but it does make a difference!)

Oops sorry

Young children.

Please remember that the demographic on mn is (obviously) skewed to parents, often those with young kids - especially those awake at 7:27 on a Saturday morning in the UK!

That may not be the main demographic you want to attract. Or who will make you most money

I think it looks lovely! Very trendy without me feeling too intimidated to go in!

Not convinced about the play area. I guess it depends on whether it is expected in NZ.

I think it looks on trend and perfectly fine.

The idea it should be childproof is ridiculous. If you want to attract mums etc do what lots of places in London do which is have mum mornings or softplay afternoons where some toys come out but permanent toys around would put me off going to a restaurant personally.

Making radical changes so late in the game would be commercial madness. I think the design is fine, it wouldn't put me off going there. Poor service, unappealing food, dirty tables.... all those things would put me off, but not the walls being white.

I wouldn't put in a play area myself. Provide high chairs to attract parents, but don't turn it into a toddler group, as people will stay for hours taking up a table, but only buying one coffee and maybe a piece of cake. You need to think about profits.

Another one here that would be put off by play area and kids stuff everywhere. You won't make money from the 'buggy brigade'
You have to decide who is your target audience ! - people who will spend money or people who fill the place , but buy 1 coffee, sit for 3 hours and make an amazing amount of mess with their brought from home drinks/ snacks .
Let the decor go, that can be changed as required. The most important thing is to get paying bums on seats. Once you are bringing in the money with great food, drink and service , then start to tweek the decor as required.
Good luck.

I don't think only London places have those.
I agree with bof though. I'd run a mile from other people's kids. I ask to be sat away from them

I agree free wifi is essential btw

OP we are the wrong demographic. Most of us are on the other side of the world!

I would be very wary about changing the look and feel if you are not a designer and not familiar with NZ current fashions. You could end up making it look very odd! And if you take our advice you may make it a place us UK-based parents want to visit but none of us are going to be popping in any time soon!

You need to talk your your demographic.

Can you reach out to a select few of those Facebook fans? Get them to visit early and ask their opinions, befriend them and really listen to them. Explain you really want the restaurant to work for families.

Give them some kind of incentive, eg give them a card that gives them free coffee for the first couple of months, so they get in the habit of coming and bringing their friends perhaps

It's encouraging that the people on the thread who know NZ recognise the style and approve. Take style advice from the rest of us with a big pinch of salt until you open your UK branch!

Glad to see I'm not the only one put off by kiddification for want of a better word.

Going out, I spend most money when I take clients out for lunch. Or if I go out for a meal with BF or whatever. I would do neither of those things in a place with a plastic slide

The decor is fine.
The thing that would totally put me off a restaurant is a child's play area.

I think wiggly's idea is great. Spend a morning looking through the people who have liked your page's profile on FB

See who has most friends / is most active. Ask them in for a coffee / chat

Spend some money on FB advertising - it is really inexpensive and so easy to do and target to your local area and businesses

Are you on twitter?

I think it looks fine, but I don't really care what it looks like if I like the food and the chairs are comfortable.

It looks very similar to a sushi place that's just opened in our town which seems to be doing well.
I haven't been in but that's because I don't like sushi nothing to do with decor.

Forget the chairs and food - what's the wine like?!?

Can you put up some more photos? A friend who has a very very successful hospitality business says lighting and music are the most important things.

I say no to the play area, ok on a cafe not a bar.

I adore the tiles and the concrete look counter. Fun, contemporary, hip and interesting just like my friends in their 30's/40's. A hipster
chic room would have been ok but could have felt musty and less trendy.

Dislike the wood holding it but I'm sure that's just a frame.

I should have been clearer, in the post above ^ I was talking specifucally about style^ advice.

I'm sure advice about what parents need on a practical level is more applicable the world over.

If we're taking the kids somewhere it needs to be easy for us to do so, for example.

For me, personally, that means that the kids are made to feel welcome - friendly, welcoming staff make a world of difference.

Something on the menu the kids can eat is important. Slightly outing myself for anyone who knows my local area, but our lovely local kid friendly cafe has a "kids meze" option for the really little ones, which is the a selection of the kind of healthy things mums give their little ones as a snack in the UK. So it has cucumber, carrots, grapes (grapes cut in half - essential!), hummus, grated cheese with a side of pitta bread cut into fingers.

It works well as it's a little bit of everything, it's healthy, it has no seasoning and most kids are bound to like at least some of it.

I'm not suggesting you copy this dish exactly, but find out from your local mums what are the healthy things that give their kids that they actually eat, and create a similar dish that fits in the context of your menu, with a small selection of favourite local fruits / veg / healthy snack foods.

Also it's important I can get through the door with the buggy and have somewhere to put it.

Personally I like places with play areas but I am not your demographic!

Maybe providing paper and (very washable!) pens for kids to kids to use at the table could work - but again ask your local parents what works for them.

You can still make it very child friendly despite not having a designated kids area. Just a basket/cupboard with toys/books/games and a sign saying 'breast feeders welcome' would be enough.

I was in NZ a couple of years back, I can see this is the sort of style I came to expect in coffee shops (except those that were a riot of natural wood finishes) - though moved on a bit.
The furniture being more about practical for families will help.