See my interior design process with this mock project for a deli in SOMA, San Francisco. The presentation includes market research, client and problem statements, case studies, spatial requirements, a concept statement, logo creations, bubble diagrams, block diagrams, an adjacency study, floor plan, ceiling plan, circulation plan, elevations and perspective sketches.

1. RESTAURANT DESIGN - CONNECT DELI
Conceptual Plan
© Rebecca Jensen. 2013. All Rights Reserved.
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modified or adapted, without the prior written consent of the author, unless
otherwise indicated for stand-alone materials.

2. “We are all connected in ways we cannot even begin to fathom. Our lives unfold
through each other and within each other. What one suffers, we all feel. What one
does changes others forever.” - David Rhodes, Driftless

3. C O N N E C T D E L I
SAN FRANCISCO, CALIFORNIA
© Rebecca Jensen. 2013. All Rights Reserved.
No part of this presentation or any of its contents may be reproduced, copied,
modified or adapted, without the prior written consent of the author, unless
otherwise indicated for stand-alone materials.
3
PROBLEM STATEMENT
Connect Deli is a new restaurant planned to open in the SOMA district
in San Francisco, California in Summer 2013.This specific location
will be the first restaurant for the Connect Deli brand, and it will serve
as a model for future growth. If positive revenue remains steady for at
least one year, the owners plan to expand the business by adding more
locations throughout the Bay Area. Currently, there is a need for fast,
easy and high quality breakfast and lunch restaurants in the SOMA
area.The owners believe there is demand for this type of sandwich
shop, and they are looking for a design that can accommodate at least
40 customers as well as create a comfortable, casual and enjoyable
experience.
GOALS AND OBJECTIVES
The ultimate goal for the Connect Deli restaurant is to generate
revenue by creating a comfortable, quick and easy dining experience for
San Francisco residents, commuters and visitors. Additional short and
long term goals are included below:
• Use evidence-based design strategies throughout the programming
and conceptual phases
• Stay true to the Connect Deli brand across all design elements
• Train and hire attentive and reliable staff to ensure a fast and easy
experience for the customers
• Avoid creating an experience that feels like a “corporate chain
restaurant”
• Break even all costs within a year
SITE PARAMETERS
Location: 301 King Street, San Francisco, California
Square Footage: 1,600 feet squared
Occupancy: 110 persons
Class: Assembly, Restaurant
Orientation: North West
Parking: Street
Nearby Landmarks:
• Cal Train Station
• AT&T Baseball Park
• Academy of Art
• Safeway
Other Environmental Considerations:
• High noise volume due to nearby train station
• Consistent heavy foot traffic throughout the day

4. C O N N E C T D E L I
SAN FRANCISCO, CALIFORNIA
© Rebecca Jensen. 2013. All Rights Reserved.
No part of this presentation or any of its contents may be reproduced, copied,
modified or adapted, without the prior written consent of the author, unless
otherwise indicated for stand-alone materials.
4
CONCEPT STATEMENT
The concept behind this sandwich shop is to create a space inspired by connectivity.The
intersection of 4th and King Street is a unique location: with the Cal Train station across the
street, the AT&T Baseball Park just a few blocks away and the hustling technology businesses
continuing to grow in the area – this is a spot where people are connecting from one place to
another every single minute. In addition to physical connections, today’s society also depends
on digital connections.Technology has transformed the way we operate and has taken the
industrial revolution and turned it into a technology revolution.This blend between technology
and connectivity provides a lens into the lives of other people across the globe.To reflect this
connected world, the menu for this deli will include ingredients from around the globe, such as
Danish havarti cheese, Italian salami, German ham, etc. Design elements will incorporate digital
signage, industrial materials, geometric patterns and other subtle cues that represent connectivity.
INSPIRATION
BRAND AND LOGO CREATION
Option 1: Connective Pattern
Meant to convey connections and intersections
Option 2: Flock of Birds
Meant to reflect new direction and togetherness
Option 3: Digital Sandwich
Meant to symbolize the intersections of today’s digital
revolution. This option was chosen as the final logo
because it provided the most conceptual direction.

5. C O N N E C T D E L I
SAN FRANCISCO, CALIFORNIA
© Rebecca Jensen. 2013. All Rights Reserved.
No part of this presentation or any of its contents may be reproduced, copied,
modified or adapted, without the prior written consent of the author, unless
otherwise indicated for stand-alone materials.
5
RESEARCH STRATEGIES
QUESTIONNAIRE SURVEY
Data from survey collection shows the following significant points:
• Many commute by Cal Train or car
• Most daytime workers eat lunch out at least once a week
• Lunch is often provided for free for many daytime workers
• The recipients would be interested in a deli restaurant
• Besides for work, daytime workers don’t come to this area often
CASE STUDIES
To ensure all design decisions were strategically planned, various research
methods were used to gather information.These include a questionnaire,
two informal interviews and two case studies.
“That specific part of the SOMA area is not completely mature
yet, and it’s still quite volatile.You really can’t depend on AT&T
Giant’s games for a year-long operation, so targeting the daytime
workers and commuters might be wise.” – Commercial Retail
Real Estate Broker, CBRE
INFORMAL INTERVIEWS
“This place is always busy, for lunch and right around 5pm when
people get off work. We do have our regulars that come in for
a drink while waiting for their train as well. Weather seems to
have an impact as well, more people come around here when it’s
not a beautiful day.” – Bartender, Marlowe Restaurant
MILLER’S EAST COAST DELI
Location: 1725 Polk Street
Neighborhood: Nob Hill
Menu: Sandwiches, Pizza, Soup, Salads
Hours of Operation: Mon - Sun, 8am-9pm
Price Range: $$
Parking: Street
Wifi: No
Miller’s greatest competitive advantage is its earned reputation
and goodwill for classic, large New York sandwiches.The decor is
reminiscent of a typical New York deli: casual, carefree and a bit
messy. Miller’s is located on Polk Street, a very busy street with a
surplus in casual foot traffic (both day and night). Miller’s can get very
busy at peak hours and upon entrance, the customer is required to
walk down a narrow hallway (people usually wait in line in this narrow
hallway). A major traffic issue occurs when customers are trying to
leave and must face a heavily congested hallway.
LA BOULANGE
Location: 2300 Polk Street
Neighborhood: Russian Hill
Menu: Sandwiches, Soup, Salads, Bakery
Hours of Operation: Mon - Sun, 7am-7pm
Price Range: $$
Wifi: No
La Boulange has done a great job at creating a local chain
restaurant without feeling like chain.Their line formations and way
finding techniques are very clear, though sometimes the tables are
too close to one another. Food is delivered from the kitchen to the
dining area through a window, which seems to work for the staff.

6. C O N N E C T D E L I
SAN FRANCISCO, CALIFORNIA
© Rebecca Jensen. 2013. All Rights Reserved.
No part of this presentation or any of its contents may be reproduced, copied,
modified or adapted, without the prior written consent of the author, unless
otherwise indicated for stand-alone materials.
6
ZONING
TECHNOLOGICAL REQUIREMENTS
• Adequate power sources to accommodate digital signage and cell
phone chargers
• Wireless Internet access for all customers; access codes will be
provided on receipts
• Telephones and at least one computer needed for staff
• At least one digital cash register
STRUCTURAL AND OPERATIONAL REQUIREMENTS
• Energy efficient HVAC units for proper cooling and heating
• Adequate fire safety features such as automatic emergency
sprinkler systems, automatic alarms and exit doors
• Sufficient lighting units for staff and customers (to be used in
combination with natural light)
• Access to water as well as plumbing fixtures for all restrooms
• Alarm systems to ensure security at night
• ADA compliant across all measures
• Staff access to the building from 4am-9pm, as hours of operation
will be from 6am-7pm
Public Zones
The public zone in the restaurant is the “front of the house.”This
includes the entrance, waiting areas, dining area, service and
restrooms.The entry area should guide the customer to the ordering
area with both visual and way finding cues.
Private Zone
The private zone is considered the “back of the house.”This includes
the kitchen, food prep areas, staff break room, staff restroom,
manager’s office, dry and cold storage, as well as an area for waste
and disposal.
THE TARGET CUSTOMER
Based on the research conducted and
demographic data, Connect Deli is
meant to target commuters, students,
daytime workers and residents
looking for an affordable “eat and
run” experience.The deli is meant for
those who are looking for a quick bite
to eat during their lunch break, while
waiting for a train or while on their
way towards their final destination.
DEMOGRAPHIC DATA
Within a .25 mile radius of the site, some noteworthy points (from CBRE
Data Center) include:
• 63% male population, 37% female population
• Estimated “Daytime” Employees
40% - Executive and Professional
25% - Administrative and Support
14% - Service Personnel
21% - Trade and Labor
• Food Away from Home (2011 Total in $M)
$0.5 – Breakfast
$1.7 – Lunch
$2.7 – Dinner
$1.3 – Snacks and Non-Alch. Bev
• Estimated Population by Race and Origin
49% - White
4% - Black
38% - Asian
9% - All Other Races

7. C O N N E C T D E L I
SAN FRANCISCO, CALIFORNIA
© Rebecca Jensen. 2013. All Rights Reserved.
No part of this presentation or any of its contents may be reproduced, copied,
modified or adapted, without the prior written consent of the author, unless
otherwise indicated for stand-alone materials.
7
BUBBLE AND BLOCK DIAGRAMS
Concept 1
Concept 2
SPATIAL REQUIREMENTS
• Kitchen space should occupy about 40-50% of the
total square foot space
• The entrance and seating area should be in the
front of the restaurant
• Men and women’s restrooms must be in close
proximity to the seating area
• Manager should have an office that can overlook
both the front of the house as well as the back of
the house
• Aisles and tables must be within reasonable,
comfortable proximities to one another
• Way finding paths should be clear and
understandable
• Different size tables to accommodate different
group sizes
ADJACENCY MATRIX
To help guide bubble and block diagrams, this matrix
was created to realize major and minor adjacencies.
Concept 1 has a large
seating area at the
forefront of the restaurant
and the kitchen is in
the back.The layout
accommodates most
adjacency requirements
and circulation paths, but
if the line gets too long,
there is not much room
inside for a line to form.
Because this is an “eat
an run” establishment,
another option might be
considered.
Concept 2 creates more of
a path for customers upon
entering the restaurant.
There are multiple
seating areas which could
potentially be beneficial
for different group sizes,
and the kitchen takes
up less space. However,
there seems to be some
congestion with some
circulation paths and
adjacencies.

8. C O N N E C T D E L I
SAN FRANCISCO, CALIFORNIA
© Rebecca Jensen. 2013. All Rights Reserved.
No part of this presentation or any of its contents may be reproduced, copied,
modified or adapted, without the prior written consent of the author, unless
otherwise indicated for stand-alone materials.
8
PRELIMINARY FLOOR PLAN
Because Connect Deli will be a “eat
and run” type facility, this floor plan
seems to work well with the needs of
its future customers as well as staff
members. Because most customers
will be commuting or looking for a
quick bite, it is likely that they’ll come
into the restaurant in small groups
or even alone. For this reason, two
large communal-type tables were
placed in the center of the floor plan
to encourage individuals to connect
and interact with each other, which
is in line with the overall restaurant
concept.
CIRCULATION PLAN CEILING PLAN AND FLOOR MATERIAL DETAIL PLAN
CONCEPT 3 - THE SELECTED CONCEPT
This circulation plan is
meant to show major and
minor nodes and pathways
throughout the restaurant
space. Upon entrance, the
customer will not face any
other competing traffic,
which will help guide them
towards the ordering area.
Overall, the restaurant has a
circular flow.
The ceiling plan (left) was
created to reiterate the logo
concept of connectivity. In
addition, connecting lights will
be hung beneath the structure.
The plan on the right shows
the grout lines for the ground
floor.This was also meant to
reiterate the concept where
various seats and locations are
connected throughout.

9. C O N N E C T D E L I
SAN FRANCISCO, CALIFORNIA
© Rebecca Jensen. 2013. All Rights Reserved.
No part of this presentation or any of its contents may be reproduced, copied,
modified or adapted, without the prior written consent of the author, unless
otherwise indicated for stand-alone materials.
9
ELEVATIONS
Prior to drawing the elevations, studies were also quickly drawn up to gather any extra thoughts on materials, patterns and functions. As seen in the notes,
various elements were added to reinforce the connected concept. For example, brick was chosen in Elevation B to symbolize the millions of social network
user’s profile pictures, all forced to place a profile picture into a standard size. In addition, industrial steel figures were used throughout furniture and
structural pieces, where the ‘X’s and old wheels are meant to represent convergence and intersections.
A. B. C.
EXPLAINING ELEVATION A
As seen in Elevation A above, this wall has four digital screens seen by customers as they wait in line. Each screen is live dashboard of Facebook and
Twitter status updates related to food topics (also known as an RSS feed or TweetDeck).The feeds will have automatic sentiment monitoring as well.

10. C O N N E C T D E L I
SAN FRANCISCO, CALIFORNIA
© Rebecca Jensen. 2013. All Rights Reserved.
No part of this presentation or any of its contents may be reproduced, copied,
modified or adapted, without the prior written consent of the author, unless
otherwise indicated for stand-alone materials.
10
PERSPECTIVE SKETCHES
Perspective sketches were also created to provide a better understanding of the
design concept. From top left working counterclockwise:
• Entrance and Order Area – Geometric, intersecting patterns were used
throughout the design, as seen on the far right wall, entrance path wall and
floor grout.The industrial steel column represents convergence with its series
of ‘X’s.
• Condiment Area – More X-shaped pieces were used here and brick was selected
to represent millions of social network profile pictures.
• Sample Table – Each table will be equipped with at least one USB port, and
each table will have a different type of phone charger attached.This represents
“staying connected with the world” as phone-addicts might say.
• Window Seating Area – Reinforced industrial design elements are featured here
to symbolize the digital revolution moving past the industrial revolution.

11. C O N N E C T D E L I
SAN FRANCISCO, CALIFORNIA
© Rebecca Jensen. 2013. All Rights Reserved.
No part of this presentation or any of its contents may be reproduced, copied,
modified or adapted, without the prior written consent of the author, unless
otherwise indicated for stand-alone materials.
11
PRELIMINARY MATERIALS AND FURNITURE