The Best Restaurant Design For Customer Retention

Imagine a traveler stepping through the doors of your new restaurant, dust still clinging to their boots from the sun-baked trail. What greets them first?

Are they instantly transported—not just by bold, smoky flavors, but by an atmosphere that hums with the spirit of the Southwest? Think of the adobe warmth of El Charro Café in Tucson or the rustic elegance of Buck & Rider in Scottsdale.

Or do they feel immersed in fantasy and vitality, swept away to the rhythm and spark of spaces such as Peppermill Restaurant & Fireside Lounge in Las Vegas or Lucky Mizu in Downtown Los Angeles? These restaurants aren’t just beautiful—they’re strategic, using design to infuse place and anticipation into the dining experience.

The Best Restaurant Design For Customer Retention

If a guest isn’t instantly transported, the restaurant risks being forgotten. Generic spaces—gray walls, pine tables, plastic chairs—lack soul and fail to stir the senses or set the tone for what’s to come.

However, when every element—from materials to layout—is thoughtfully considered, a space can do three things at once: spark emotional connection, streamline operations, and tell a story rooted in identity.  

The Emotion, Efficiency, Identity Framework

The ‘three things’ that a space can do are otherwise known (to us) as the Emotion, Efficiency, Identity framework, which provides a simple jumping off point for interior designers and architects ideating on new restaurant experiences. 

The framework prompts include:

• How do we want the guests to feel? (Emotion)
• How will the space function? (Efficiency)
• How does the decor and aesthetics express “who” the restaurant is? (Identity)

We call this the Emotion, Efficiency, Identity framework, and throughout the Southwest, the best restaurants embody it effortlessly.

The Office Spiritorium at the Strater Hotel (Durango, CO)

When most people picture the Southwest—especially through the lens of the Old West—they think of theatrical saloons and cowboy spurs. The Office Spiritorium in Durango, CO, designed by The Barker Family, leans into that expectation with intention and precision. 

• Emotion: With hand-carved walnut and mahogany features, as well as rich wood paneling, stained glass windows, authentic Victorian wallpaper, and an ornate banister, The Office Spiritorium calls back to Durango’s Gold Rush days. These choices don’t just reflect a theme; they anchor the guest in a specific story: the thrill of discovery.
• Efficiency: The main bar is prominent and centrally located, enabling bartenders to serve efficiently during peak hours. Patrons can settle into lounge areas for drinks or gather at tables for meals, allowing the space to flexibly transition from bustling evenings to quieter afternoons, all while ensuring staff can move swiftly. 
• Identity: The decor at the Spiritorium includes local historic photographs, Western memorabilia, and regional art, setting it apart from generic bars or restaurants. The cocktail menu often features local spirits and ingredients, further grounding the experience in the flavors of the Southwest. 

Tl;dr: The Office Spiritorium keeps guests coming back by immersing them in rich storytelling. TripAdvisor reviews such as “We visited every night on our recent visit” and “We will be back soon!” reflect a high rate of repeat business.

Somni (West Hollywood, CA)

Somni of West Hollywood, where even Jeff Bezos couldn’t “buy his way in,” seems to have unlocked the secret to customer retention using the Emotion, Efficiency, Identity framework. The restaurant was designed by architect and designer Juli Capella Sampe.

• Emotion: Tucked behind an unmarked doorway and accessible only by reservation, the customer experience begins with a tree-lined path and whimsical sculptures. Inside, Spanish modernist architecture and Catalan influences play out across an organic palette of maple, ecru, and warm stone.
• Efficiency: Somni offers only one tasting menu seating per evening (5:30 p.m.), with a second seating added later, allowing for carefully timed progression through 20-30+ bite-sized courses. This structure supports smooth service and quality control.
• Identity: The restaurant’s recognition as the first-ever three-Michelin-starred restaurant in Los Angeles cements its brand identity and sets it apart in the city’s culinary scene.

Tl;dr: By crafting such a story-rich space, Somni doesn’t just serve food—it stages an experience. Guests leave satisfied—and eager to relive the experience.

Scelto (Sandy, UT)

Scelto, located in Sandy, Utah, was designed by Gary Vlasic and Jamie Clyde. The space is a great example of elegant design that doesn’t seem cold, rather, swanky and ethereal.

• Emotion: Guests enter a space with dramatic black-painted walls, dark cobalt steel wainscoting, paired with velvet upholstery in hues of inky blue, terracotta, and marigold. Reviewers and designers specifically note how the setting is warm, welcoming, and even theatrical, leaving guests “spellbound.” 
• Efficiency: Scelto’s large, centrally-placed bar makes drinks readily accessible, while carefully partitioned seating—thanks to screen-like slatted wood and intimate booth arrangements—lets the ambiance flow between cozy nooks and open gathering spaces.
• Identity: The name Scelto itself means “chosen” in Italian, a nod to their specially curated menu. Menu items balance Italian classics (arancini, gnocchi, lasagna) with creative presentations, using local produce and house-made elements. Art on the walls and artisan details reinforce a modern Italian setting.

Tl;dr: Sclelto doesn’t just impress—it connects. By crafting an elevated, yet inviting mood, the restaurant ensures guests are a part of their curated space. 

CATCH at the Aria Resort & Casino (Las Vegas, NV)

In a city built on spectacle, CATCH Las Vegas manages to stand out—not by going bigger, but by crafting an engaging experience. Located at the Aria Resort and Casino, CATCH was designed by The Rockwell Group.

• Emotion: Restaurant guests begin their experience by entering through an 80-foot tunnel-like pergola dripping with twinkling lights and faux foliage. This dramatic entry isn’t just a passage—it’s a transformation.
• Efficiency: The central bar, clear walkways, and unobstructed sightlines in CATCH allow servers to deliver their famed showstopper presentations—like torched tableside sushi rolls or interactive desserts—without disrupting the guest experience. 
• Identity: CATCH’s identity is rooted in glamour. The blend of natural elements (flowers, wood tones from vendors like Anthology Woods) with dazzling, contemporary luxury (crystal chandeliers, mermaid sculptures) reflects the sense of occasion Vegas is known for. 

Tl;dr: CATCH guests don’t just dine—they remember and return. Customer reviews frequently note the need to book well in advance and express intent to return, with feedback such as “It’s so good we ate there twice during our trip.”

Buck & Rider (Scottsdale, AZ)

Immersion is everything in restaurant design, and Buck & Rider delivers it masterfully at their Scottsdale location. Inspired by the industrial charm of East Coast seafood canneries and led by Phoenix-based architect Cathy Hayes, the restaurant incorporates weathered wood, steel fixtures, and nautical decor to evoke a coastal sensibility. 

• Emotion: Playful details, like a colorful tilefish mural from textile artist Frances Rodriguez and a custom split-flap board reminiscent of vintage train stations, inject authenticity and delight.
• Efficiency: A sit-down sushi bar and a wide-open exhibition kitchen add to the function and offerings of the space, while heated and misted open-air dining enables year-round comfort despite Scottsdale’s climate. 
• Identity: Buck & Rider’s business model includes seven-day-a-week seafood shipments, ensuring the “just-caught” freshness that drives both critical acclaim and repeat visits. The beach house-inspired Phoenix location, with its breezy raw bar, and the Camelback location, with a signature stone fireplace and sweeping views of Camelback Mountain, also extend the coastal design across the brand. 

Tl;dr: Buck & Rider invites guests to return again and again, tapping into the novelty of a seaside getaway in the heart of the desert.

Lucky Mizu at the AC Hotel (Downtown Los Angeles)

Lucky Mizu is part of the Level 8 multi-venue concept located at the AC Hotel. The restaurant was developed by Mark and Jonnie Houston of Houston Hospitality in collaboration with Lightstone’s in-house design studio, Undisclosable, and Basile Studio. The venue’s centerpiece, the Earth Harp, was crafted by Grammy Award-winning artist William Close.

• Emotion: Stepping inside, diners are enveloped by a 40-foot Earth Harp spanning the ceiling—a visually and acoustically striking feature that turns the entire restaurant into a musical instrument. 
• Efficiency: With flexible seating—from intimate dark blue booths to plush velvet bar stools —the space easily accommodates a range of gatherings, from romantic dinners to larger celebrations or late-night outings. The layout’s blend of communal and private nooks, plus its bar-centric design, helps maximize seating during busy evenings while keeping service quick. 
• Identity: Reviews laud the “Instagram-worthy” visuals, with one guest calling it “a restaurant that feels like dining inside a music box” and many sharing they celebrated birthdays or special occasions due to the setting.

Tl;dr: Lucky Mizu fuses playful immersion, smart operations, and a strong cultural narrative to create a flexible space where guests return for both novelty and nostalgia.

Sawmill Market (Albuquerque, NM)

Executive Architect Eric Haskins, AIA, reimagined a vast, sunlit lumber warehouse into Sawmill Market—a flexible 40,000-square-foot food hall that balances its large scale with intimate, inviting spaces. 

• Emotion: Sawmill Market’s design wraps guests in layers of sensory delight with a warm, natural color palette, crafted by Ashley Wilkins of Islyn Studio. Handcrafted tiles, patinated metal details, and preserved building elements reference the site’s lumberyard history. These elements make each corner distinct and personal.
• Efficiency: Communal tables, cozy nooks, and a spacious outdoor terrace create versatile settings designed to accommodate everything from solo freelancers and locals to tourists and large gatherings. Native landscaping, open-air patios, and fireplaces ensure use across all seasons.
• Identity: Sawmill Market is a direct homage to New Mexico’s layered cultural heritage and creative spirit, avoiding generic “Southwest” tropes in favor of a more nuanced expression of heritage and identity. Local art and craft throughout the space amplify the voices of contemporary New Mexican makers.

Tl;dr: Sawmill Market retains guests by offering a fresh experience with each visit. Reviewers on Google and Yelp state, “there’s truly something for everyone here.”

The Vault (Tulsa, OK)

The Vault’s owner, Libby Billings, is a Tulsa native and industry leader known for her commitment to sustainability. 

• Emotion: By curating décor and furniture that echo the 1960s—think circular tables, vintage chairs, and authentic period colors—the restaurant is essentially a living time capsule. Original building features, such as the teller counters and the distinctive conference (Tom Tom) room, are still in use. This dedication to period authenticity elicits emotion, memory, and a tangible connection to Tulsa’s history.
• Efficiency: The restaurant’s spacious layout accommodates everything from events to cocktail classes to community meetups. This operational versatility adds to the fun, energetic vibe. The Vault also participates in local architecture tours, where visitors can explore the historic basement and hear stories about Tulsa’s mid-century boom and bank architecture.
• Identity: With clean lines, open spaces, and functional simplicity, The Vault in Tulsa, OK drew inspiration from the building’s original purpose – serving as the former First National Auto Bank, built in 1958–1960 by McCune, McCune and Associates. The preserved mid-century design, with features such as a zig-zag roofline, massive concrete elements, and what were once the largest panes of glass in Oklahoma, lends the restaurant an identity of a “reimagined” space that pays tribute to the city’s roots. 

Tl;dr: The Vault honors Tulsa’s unique architectural heritage with preservation and reinterpretation, resulting in a beloved destination that’s as much about community and memory as it is about food.

The Big Texan Steak Ranch (Amarillo, TX)

In Texas, Americana red, white, and blue motifs are popular, closely associated with both the state and US identity. At The Big Texan Steak Ranch in Amarillo, a bright-yellow barn-style restaurant, these motifs are just the beginning of a full-out, Frontier-inspired experience. The restaurant was founded by the Lee family in 1960, and they still own and operate it.

• Emotion: At The Big Texan Steak Ranch, the guest experience begins well before stepping inside. Upon arrival in the parking lot, guests are greeted with signage reminiscent of Western false front architecture, intentionally engineered for visibility and photo-ops, along the historic Route 66 and Interstate 40. 
• Efficiency: The Big Texan isn’t just a restaurant—it’s a self-contained attraction with an Old West–themed motel, a dedicated horse motel, and an RV ranch. With extensive parking, a gift shop, event spaces, and quick access between the restaurant and lodging, this “one-stop” setup allows visitors to seamlessly extend their stay. Entertainment features, like the Big Texan Opry, shooting gallery, poker games, and a lively calendar of events, turn every visit into a transportive Texas experience.
• Identity: The 72oz steak challenge, where guests attempt to finish a massive steak in one hour—on a stage in full view of the dining room, celebrates Texas bravado and showmanship. The interior is layered with Western memorabilia, taxidermy, and banners, all paying homage to state and local history.

Tl;dr: The Big Texan is a theatrical experience that instantly signals an easy-going celebration of American Western folklore. 

El Cosmico (Marfa, TX)

Known for the famous “Prada” art installation by artists Elmgreen & Dragset, Marfa provides an ideal desert backdrop for El Cosmico, which taps into the same wanderlust and luxury. 

• Emotion: While not technically a restaurant, the site is exceptional at customer retention, using playful and cute details to evoke temporary, free-spirited living. The site features an array of vintage, colorful fifties trailers, as well as safari tents, Sioux-style tepees, and Mongolian yurts, harmonizing with the West Texas terrain.
• Efficiency: Everything at El Cosmico is designed for simplicity and imaginative use of space, whether it be the communal bathrooms or outdoor showers, and employs a quirky mix of recycled or repurposed materials. 
• Identity: El Cosmico’s identity is rooted in Marfa’s creative, nomadic spirit, using communal spaces, hammock groves, and an open-air stage. The design uses local materials and colors to ground the experience in the West Texas landscape.

Tl;dr: El Cosmico retains loyalty through a sense of freedom, community, and place, now evolving into a bold new chapter that continues its design-driven spirit of return.

Note: The original space is temporarily closed for a relocation, and their “2.0 location,” run by original owner Liz Lambert, founder of Far West Collective. In partnership with ICON and BIG—Bjarke Ingels Group, Lambert will open the new hotel on a new 60-acre site outside Marfa. 

The expanded property will feature 3D-printed domes, arches, and vaults, along with original trailers and tents, plus new amenities like a restaurant, pool, spa, and communal spaces. It is slated to open in 2027, to the delight of former customers and guests who attended their many music festivals. 

Table X (Salt Lake City, Utah)

Table X, founded by chefs Nick Fahs, Mike Blocher, and David Barboza, successfully blends Scandinavian sophistication with local character.

• Emotion: The food and carefully chosen accent details at Table X (such as fresh flowers on every table) add a pop of color, while custom-built tables and wooden chairs lend an organic warmth. The handmade ceramic dishes and clay plates used add texture and a tactile connection to the regional craft community. 
• Efficiency: Floor-to-ceiling windows at Table X open up to the outdoor greenery, overlooking Table X’s on-site garden. This garden isn’t just for aesthetics: during peak growing season, about 70% of Table X’s produce comes from it, yielding around 1,000 pounds of vegetables annually. Additionally, the restaurant switched to a tasting-menu-only format, offering five or seven courses with optional pairings, optimizing kitchen operations. As described by guests, the kitchen operations—seen from the chef’s table—are like a “well-orchestrated dance.” 
• Identity: Table X’s identity is forged through connections to the local landscape, craft, and community. Accents like a burnished brass kitchen light cage or geometric murals subtly reference Utah’s geology and environment, grounding the minimalist architecture.

Tl;dr: Table X builds lasting loyalty by grounding refined, seasonal dining in local craft and sensory design, inviting guests to return not just for the food, but for place and presence.

Peppermill Restaurant & Fireside Lounge (Las Vegas, NV)

Created in 1972 by restaurateurs Nat Carasali and Bill Paganetti, Peppermill Restaurant and Fireside Lounge takes a deep dive into the retro-futuristic “ kitsch” with a classic Vegas lounge design style.

• Emotion: Peppermill immerses guests in an exuberant collision of saturated neon, colored LEDs, and fiber-optic lighting—a visual signature of classic Vegas glamour. The iconic artificial tree, radiant with fairy lights and cascading blossoms, provides a whimsical, almost psychedelic centerpiece. Servers in evening gowns and a tradition of “dinner as a show” mean every visit is an event, not just a meal, encouraging guests to return with friends or for celebrations.
• Efficiency: The open, curved banquettes create natural zones for both intimate dining and lively groups, while the central bar and Fireside Lounge make it easy to transition between meals, drinks, and socializing late into the night. Its generous hours—open 24/7 most days—ensure the restaurant serves everyone from early-morning risers to after-midnight revelers.
• Identity: The venue’s appearance in TV shows and movies such as Martin Scorsese’s Casino and Showgirls reinforces its “bucket list” status. The restaurant has also been recognized with a 2024 James Beard America’s Classics Award.

Tl;dr: Peppermill’s nostalgic glamour, immersive theatrics, and round-the-clock hospitality turn dining into an event, earning repeat visits across generations.