The recent sudden closure of the Hard Rock Café in Glasgow has prompted many on both mainstream and social media to predict the demise of the chain diner. A chain diner is four or more restaurants in various locations owned by the same company offering the same standardised menu in all their venues. Usually this also applies to the décor and layout of the restaurant, the apparel worn by the staff, even down to the design and style of the menu cards.
Chain diners began in the US with hamburger bars, the most famous of course being McDonalds before crossing the Atlantic and spreading widely across the UK, Europe and worldwide. In the past few decades, they’ve moved slightly ‘upmarket’ from the mass appeal of the likes of KFC and become a lot pricier (the cost of a beefburger in the Hard Rock Café certainly wasn’t cheap).
The main attraction of the chains is that, in theory, you’ll get the same food, style and service wherever you go much as you would with chain pubs such as Wetherspoons. They are also less formal, more welcoming, casual even than the traditional notion of a restaurant which can be off-putting for people, particularly young people, wanting to dine out in a more relaxed, easy-going atmosphere.
The reality though is that once you add in the price of drinks, coffees and various side-dishes the bill in a chain restaurant will amount to the same as in a traditional or more upmarket restaurant. And that informality can easily morph into indifferent service, poor food, and a feeling of being part of a mass-produced format.
Hospitality is going through a massive crisis right now as restaurants are faced with crippling rates and price rises which impacts the chains as much as anyone else in the trade.
Nonetheless, a quick walk through Glasgow City Centre reveals that the variety of restaurants, fast food outlets and venues of all types selling food is as great as ever. Several weeks ago, I had cause to dine out at the start of the week over two evenings (not something I can afford to do every week I can assure you!). On both nights the places I was dining in were very busy in the middle of the month.
Despite the high-profile closure of such venues as the Hard Rock Café and similar venues, there is no sign that the era of the chain diner is over. As one group closes another opens in a sector that usually has an even higher rate of turnover than the rest of the trade.
Chain diners are part of the rich proliferation of eateries that have transformed Glasgow and other UK cities from culinary deserts into a profusion of styles and varieties from the greasy spoon café to the most upmarket, Michelin starred fine dining emporium.
The keys to survival in this highly competitive, fast-moving environment are the perennial ones of commitment, good customer service, providing great tasty food all delivered in a setting where the customer feels comfortable and satisfied. Whether you’re a chain diner, fine diner or a wee café in the heart of the community, adhering to these basic principles will help – but can never guarantee – you survive and are able to weather the storm.
In a city the size of Glasgow you will be rapidly fund out if you’re being overcharged for bland or awful food with abysmal service where the customer is regarded as a combination of a cash cow and a burden.
For now, from the customer’s point of view, it all comes down to SFA: Service, Food, Atmosphere. Keep providing these to a high standard and I (we) will keep coming back. Simples.
Happy dining. Be seeing you.