The hidden design of a great restaurant experience

A guest orders a coffee. The server doesn’t ask, “Single or double?”. They simply say, “Double?”. Most people say yes without thinking. It sounds like a friendly question, but it is also a tested piece of psychology that quietly lifts revenue with every order.

This is operational F&B consulting in action. It turns ordinary moments into small advantages that build a better guest experience and a stronger business. It is not only about efficiency or systems; it is about the human details that influence every part of a service. The way a menu is arranged, how a question is phrased, or how team members make decisions can affect how people feel, what they order, and whether they return.

When we sit down and start to read a menu, our eyes are guided more than we realise. Naturally, our eyes hover to the top right corner of a menu, which is why the most profitable dishes often appear there.

Language matters too. Phrases like ‘slow braised,’ ‘hand rolled,’ or ‘charcoal seared’ do more than describe cooking. They make food sound personal and crafted, and guests tend to be happy to pay a little more for that sense of care and artisanal

Pricing follows the same quiet psychology. Listing ‘48’ instead of ‘AED 48.00’ feels softer and less transactional. Research in behavioural economics shows that removing the currency symbol or decimals helps people focus on what they want, not what they are spending. These are small touches, but together they change how a restaurant feels and how well it performs.

The language of service

Beyond the menu, operations come to life through people. Service teams are trained not just to move efficiently but to communicate with intent. The words, tone and rhythm of an interaction can subtly guide choices and shape how guests perceive value.

The most effective training gives staff confidence and context, not just steps to follow. A standard procedure might suggest preparing a table quickly for the next booking, but if the current guests are enjoying premium drinks and spending above average, it may be wiser to let them stay. Empowering teams to make those calls is what turns routine service into genuine hospitality.

Turning process into experience

At Knight Frank, our Food & Beverage consulting focuses on the quiet details that connect systems and people. A well-run operation is not one where guests notice the structure. It is one where everything feels effortless. When the kitchen and the floor work in rhythm, when staff understand the flow of the evening, and when small operational choices are aligned with the guest experience, the result is smoother performance and stronger profitability.

This connection between experience and performance reflects a wider regional story. According to our flagship report, The Saudi Report 2025, food and beverage spending now accounts for nearly 30% of all point-of-sale transactions across the Kingdom, a sign of how deeply dining and leisure are shaping Saudi Arabia’s new lifestyle economy. Café culture is growing fast, with almost half of Saudis going out for coffee several times a week. F&B has become the ‘connective tissue’ of retail, extending dwell time and anchoring destination appeal.

Operational excellence is what allows that culture to thrive. Behind every lively café or seamless dining destination is a system designed for flow, timing and experience. When those operational details work well, they transform a simple meal or coffee into part of a guest’s weekly rhythm.

At Knight Frank, our F&B specialists partner with restaurant groups, operators and investors to turn insight into action. From operational reviews to concept design and performance improvement, we help venues build experiences that last.