— By Rich Kilgannon —
How winterization and preventative maintenance can give restaurants the upper hand.
When it comes to dining experiences, people eat with their eyes. Studies have shown that the way food looks can alter the diner’s perception of its taste and flavor. But it’s not just the look of the food, it’s the look of the place. We all have our own stories about visiting one of our favorite restaurants and thinking the food might still taste OK, but the stale look on the outside and in the dining room makes it feel like the place has gone downhill and you won’t be coming back. The way a restaurant looks — its ambiance — is a critical advantage in attracting diners and bringing them back. In fact, a 2019 Vixxo restaurant study shows that nearly 40% of restaurant goers cite the experience — including the atmosphere — as the reason a restaurant becomes their favorite.
With that in mind, the fall is the right moment to take a hard look at your property and consider giving it a minor facelift for the coming winter months. Not just the usual winterization precautions, but a competitive refresh. Winterizing a facility is the perfect moment for scrutinizing the building, identifying problem areas and solving issues before they become expensive problems. Staying on top of small maintenance items regularly will help owners and operators to avoid expensive fixes and instead use operating budgets to create an atmosphere that focuses on guests. It’s also a perfect time to take stock of how the property looks and give it a fresh face that keeps customers coming back.
For the last 26 years I have worked hand-in-hand with customers, helping to create beautiful properties while also readying their facilities for winter. As the CEO of a national commercial and residential painting company, I’ve had time and experience to look hard at what keeps a property looking good, safe from the elements and at the top of the list of places where customers want to go. Here are a few tips for winterization and beautification:
Walk the Property
Walking the property and taking an assessment of all the facets of the facility is something that should be done on a regular basis, but especially before heading into the winter season. Now is the time to address any maintenance issues that may have developed over the summer months. Correcting small problems now, before those problems are exposed to harsh winter weather, is the best way to avoid costly maintenance issues in the future. It also gives you a chance to see if paint is peeling, faded or out of date.
Clean Up
Autumn means falling leaves and often wet weather. It is important to clear the gutters of the facility to avoid water intrusion. This is also an opportunity to inspect siding — is anything damaged? It is much more cost-effective to fix small areas of damaged siding or wood as it is discovered and one of the main reasons winterization is so important.
Landscaping
Overgrown bushes can damage siding, scrape paint and lead to problems with insects and wood rot. Cutting back the landscaping in the fall months helps clean up the ground around the foundation, identify and prevent ants and other bugs from gaining access to the property, and ensures damage to the building is caught and addressed before it becomes a larger issue.
Water Intrusion
Water intrusion is a concern as it can seep into the walls of a facility and cause mold and mildew. Stay on top of preventing water intrusion by inspecting horizontal surfaces for water pooling and damage to surfaces. Preventatively check and caulk window seams and ensure existing weatherproofing is secure. This helps seal the building and prevents leaks, especially as harsh weather is around the corner. This is another chance to see if water is ruining the look and feel of the property — from paint to carpets and everything between.
Ensure the landscaping irrigation system isn’t hitting the building. This can cause a breakdown in the paint, a saturation of the siding and can cause wood rot. Identifying and fixing these issues before they become larger problems is key.
Exterior Painting – Protect Your Asset
A customer’s first impression is the exterior of a business. A fresh coat of paint increases property value and rejuvenates the appearance of the business. Exterior paint has a long life and is designed to be weather resistant. It serves multiple purposes — not only does paint help a business stand out and differentiate itself, it also protects the exterior of the building. Paint that is peeling or chipping makes the exterior of a building look old and tired — but even worse, it isn’t protecting the building underneath.
The south- and east-facing sides of a building will receive the most direct sunlight during the day. The paint on these surfaces may be impacted by the sun faster than other areas of the facility. Bubbling and cracking can be subtle warning signs to property managers — they could be caused by air pockets underneath the paint, or they could be a sign of moisture. It is important to address these issues before the temperature plummets and the building is exposed to harsh weather that can exacerbate this issue.
Correcting minor painting damage will not only give the property a facelift, it will also protect it from additional damage.
Review Indoor Paint Needs
If the exterior of the building is customers’ first impression, the interior needs to leave them with a lasting impression. Creating a unique, clean and welcoming space enhances the ambiance and dining experience.
High-traffic areas inside the restaurant will need to be freshened up more often than other spaces in the facility. The entrance area should be clean, fresh and welcoming. Is the flooring scuffed up, and does the paint need a refresh? Customers notice small details and keeping the facility in pristine condition is a subtle way for customers to notice and appreciate the ambiance a restaurant is trying to convey.
A good rule of thumb for painting the interior of a restaurant is to stick with satin or semi-gloss finish. Paint needs to be durable enough to regularly clean the walls, while still giving protection from moisture. Customers notice when walls are looking dingy and having wipeable paint allows a restaurant’s walls to continue looking clean and fresh.
Work Around Customers
Many businesses are still open and operating when it’s time to winterize the property. Work with crews that will accommodate your customers’ needs. This means painting in the overnight hours or landscaping outside of operating hours. Ensure the crews you work with have a reputation for being on time, neat and thorough. Companies that work with retail and restaurant clients should understand the needs of the businesses they serve. Parking lots need to be clear of debris, paint needs to dry and crews need to be invisible before normal operations resume.
The fall months are the perfect time to winterize a property. It doesn’t need to be approached as a nuisance, but rather a way to enhance competitiveness and improve customer experience. Winterization and preventative maintenance means that not only will facilities be running efficiently, but operators will avoid costly fixes by staying on top of maintenance issues and creating the restaurant experience that customers enjoy the most. For most, a dining experience uses all five senses and restaurants that win customers over with their appearance will have the competitive edge.
— Rich Kilgannon is the president and CEO of Arch Painting, a commercial and residential painting company that operates nationwide.