THE ROLE OF RESTAURANT DESIGN IN FOSTERING SOCIAL INTERACTION: A CASE STUDY OF NORMAN, OKLAHOMA

Abstract

Dining establishments serve as vital venues for social interaction and community building, yet Norman, Oklahoma experiences a pattern of premature restaurant failure potentially attributable to inadequate consideration of experiential design principles. A notable deficit exists in Norman's restaurant industry regarding establishments designed with customer experiential factors as primary considerations. The relationship between ambient environmental conditions and sudden establishment closures remains inadequately investigated. This mixed-methods study investigates how sound, lighting, thermal comfort, and air quality influence social dining experiences and customer satisfaction in four Norman restaurants. Environmental measurements, behavioral observations, and public review analysis were conducted across multiple serviceperiods. Acoustic conditions emerged as the primary impediment to social interaction, with sound levels ranging from 67.6 to 77 dB, and patron reviews consistently identifying excessive noise as preventing conversation. Temperature extremes (76°F to 96°F) and inadequate air quality (CO₂ up to 755 ppm) further compromised comfort. While establishments demonstrated aesthetic competency, functional environmental performance proved inadequate. As restaurants serve as essential social infrastructure for post-pandemic society, optimizing conditions that facilitate interpersonal connection represents both a commercial imperative and a public health consideration.