Established theme with a local touch

Internationally renowned restaurant chains maintain their corporate identity with easily-distinguishable design features. But when Benningan's opened its first outlet in Dubai last year, it subtly incorporated local elements. One of the new aspects, non-skid rough graniti flooring, wa such a hit that it will be used in all Bennigan's outlets in ghe GCC states


Retaining the basic corporate identity in interiors, food and service is very vital to internationally renowned restaurant chains. In a world of look-alikes and taste-alikes, especially with takeaways and dining out getting increasingly popular, it is only brand identity that differentiates one product from another.
However, there is an awareness that to establish roots in alien climes, it pays to heed local needs. This ensures that customers return again and again.
Bennigan's followed this philosophy when they set up their first outlet in Dubai at the Town Centre last year. Their interior design brief? "The theme was already established – an Irish American restaurant. We decided to modify within the theme without changing the existing corporate identity," says Girish Shirsalkar of Design Concepts. Subtly, the Bennigan's theme was married to fine dining. "The client had very good taste and agreed to this idea."
Wooden rafters, graniti flooring instead of vinyl, new chairs, pendant lighting, a fountain for the patio, customised outdoor umbrellas are among the new elegant additions to Bennigan's look. These small subtle details take a theme the extra mile. Many of the design details were developed locally and Shirsalkar is pleased that almost every area has a local touch.
Function dictates design and more so in commercial interiors, says Shirsalkar. "While you can play around with different looks and colours in a home interior, it is not the same when you work with a theme restaurant. In the latter, apart from ambience, you have to ensure maximum seating capacity. Not to forget details like concealed plumbing, wiring, drainage, etc. which are meant to work effortlessly in the background," says he.
Yet, his subtle changes have not gone unnoticed. Bennigan's liked his preferred choice of flooring for the Dubai outlet to such an extent that they have decided to use them in all their future outlets in the GCC countries.
More than that, Design Concepts is presently working on Bennigan's Express, a semi-fast food concept that will make its international debut in Dubai at the Grand Cineplex.
"This is the beginning of a new chain which will extend to other parts of the world," he beams. "Dubai will host the pioneering outlet."
Till then, munch away on a clover cookie, burgers, fajitas or some healthy options from the menu. And, sit and watch the sun go down the sea from the idyllic Bennigan's patio.