Luncheonette Design Citation Powell, Orville Samuel (1947) Luncheonette Design. Master's thesis, California Institute of Technology. doi:10.7907/1hv6-0866. https://resolver.caltech.edu/CaltechTHESIS:05072025-200922226 Abstract No abstract. Item Type: Thesis (Master's thesis) Subject Keywords: (Industrial Design) Degree Grantor: California Institute of Technology Division: Engineering and Applied Science Major Option: Engineering Thesis Availability: Public (worldwide access) Research Advisor(s): Unknown, Unknown Thesis Committee: Unknown, Unknown Defense Date: 1 January 1947 Record Number: CaltechTHESIS:05072025-200922226 Persistent URL: https://resolver.caltech.edu/CaltechTHESIS:05072025-200922226 DOI: 10.7907/1hv6-0866 Default Usage Policy: No commercial reproduction, distribution, display or performance rights in this work are provided. ID Code: 17207 Collection: CaltechTHESIS Deposited By: Benjamin Perez Deposited On: 12 May 2025 22:17 Last Modified: 12 May 2025 22:18 Thesis Files PDF - Final Version See Usage Policy. 14MB Repository Staff Only: item control page

LUNCHEONETTE DESIGN THESIS PROBLEM IN PARTIAL FULFILLMENT OF THE REQUIRENIENTS FOR THE PROFESSIONAL DEGREE OF INDUSTRIAL DESIGNER AT THE CALIFORNIA INSTITUTE OF TECHNOLOGY, PASADENA, CALIFORNIA. ORVILLE S POW ELL ' 1947 2 TABLE OF CONTENTS Title Page _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ l ~~------------------3 Industrial Design i n the Architectural Field _ _ _ _ _ _ 4 Introduction 6 P erspective Sketch of Proposed Design _ _ _ _ _ _ _ _ 7 Research 8 Design Features _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ 21 Material Selection 35 Illustrated Building Plans _ _ _ _ _ _ _ _ _ _ _ _ 43 Apnendix _ _ _ _ _ -- _ _ _ _ _ _ _ _ _ _ _ 49 -3- SUMMARY Architectural design requires a knowledge of materials, their structural properties, and effectual applications. To the Indust- rial Designer, these are important considerations, but they constitute only the beginning of the problem. A problem of this nature is beset with the necessity for comprehensive research into consumer and merchandising studies . The almost complete lack of usuable information pertaining to restaurant problems adds to the obstacles encountered, such material as is available is either too general in nature or too antiquated for usuage. The approach and solution of this thesis project incorporated investigatio i1 of the restaurant industry, with empha.sis on those matters concerning the small lun cheonette, study of illumination requirements, compilation of data for solar study, consideration of structural and decorative materials, examination of consumer and potential trade habits and trends, and a correlation of these results into the final design . The use of a specific establishment as a guide elevates the problem beyond the theoretical phase into the practical one, therein the solution is a logical one, and one that with minor adaptions could be applied to problems of a Similar nature. Luncheonette design is in itself a broad field and much further study is necessary, and, though much thorough and painstaking work was involved, the presentation will be offered in a brief and concise manner . The luncheonette is designed to fulfill the require- ments of good design while attaining realism through application to a specific problem. -4- INDUSTRIAL DESIGN in the ARCHITECTURAL FIELD The profession of Industrial Design comprises an extensive scope of problems and solutions; nevertheless, each case receives individual consideration with detailed analysis on its own merits. Thus, a specialized and personalized service is available to the client. The architect and the engineer, engrossed in their own immediate and pressing problems, are often una ble to comprehend and to interpret influencing factors outside t heir particular fields, and frequently have difficulty in keeping abreast of , the l latest developments and ap~lications. Consequently, their pers9ect- i ve of the complete picture i -s, of necessity, often exceedingly narrowed. Merchandising, trade and consumer analysis, and proba ble future trends are vital background considerations frequently neglected. The Industrial Designer should be qualified to evaluate and to fit these factors into the overall picture. Bridging the gap between the a rchitect and the designer, as with the engineer and the designer, is essential for neces sary cooperation a.nd coordina tion in the successful production of any product. The two professions should be mutually complernently, not diversely competitive. The massed produced article is a triu.rn- phant outcome of the combined efforts of the engineer and the designer - made for the masses of the people, it best serves the ma sses. Similarly, portions of the architectural work strive to serve the masses, store designs and prefabricated houses are notable examples . In store design, building structure and sales area are salient factors in effective merchandising. The entire es- tablishment must be designed as a unit, including fixtures and -5- wall treatment. Thi s, the Industrial Desi gner is qualified to successfully a ccomplish. The influx of fresh and stimulat- ing ideas a nd t he application of new ma terials result in a n inviting and appealing interest to the ultimate consumer and profitable returns to the owner. Industrial Design fills a definite need in the architectural field, but complete understa nding, on the part of the Industrial Designer, of t he problems of the architect is essential to create and to maintain cooperation that will manifest benefit to ·all , l concerned . This increasingly important aspect of Industrial Design should be a requisite .for the pro spe ctive designer. -6- INTRODUCTION PROBLEM The design of a quick-service restaurant to conform with limitations imposed by use of building structure of existing establishment and with restricted expe nditure - to include only the service area proper, exterior design, and automobile parking facilities. AIMS To increase profits and prestige of owner and to render a beneficial service to the consumer by distinctive design that results in a reasonable initial expenditury, yet offers an attractive and inviting atmosphere. Engi- neering, Architectura-1, a.nd Industrial Design knowledge and experience will be correlated to design the luncheonette. DESCRIPTION Present luncheonette occupies a floor area of approximately 800 square feet in the east section of a single story, cement stucco, isolated structure. Building line coincides with front property line and borders 16 foot wide pavement along a main, six car lane, thoroughfare. West section of the building, approximately 300 square f feet of floor area, is to be remodeled as an ice cream parlor. Adjacent parking area is on the east side of the building and occupies approximately 5000 square feet. Luncheonette capacity, at present, is restricted to a total of nine consumers at the counter; waiting facilities are limited. " 2~ ~ ..J _j - a.. er a.. w ( I- en J ..J Q w w ~ (/) 0 On 0.. 0 (n er . a.. 0 _J_ u r Lil .x (j) ~ LJJ > ~ lJ Lu D. U) 0: \ w [)_ - 8 - RESEARCH RESEARCH CONTENTS Trade Analysis _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ 9 Background _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ 12 Evaluations 16 RESEARCH -9- TRADE ANALYSIS The restaurant industry represents a tremendous retail business whose dollar volume sales is rivaled only by staple food stores, motor vehicle dealers, and filling stations. The war years, with the subsequent mass desires of people to eat away from home and the ensuing demands created by increased war industrial employment, produced an all time peak business era. In- ability to construct new and additional facilities due to material and labor shortages, to repair and replace worn out,, and obsolete equipment, and to repleni sh diminishing stock items, has created a demand sufficient to extend this peak business trend. The present facilities are overtaxed in eating establishments of all types except the more exclusive restaurants and night clubs. But this trend, promising a s it may appear, may be short lived, for conservative forecasting indicates a return to the normal Deriod. 1 Nevertheless, outdated buildings and worn out equipment must be replaced, these conditions alone nresent many perplexing problems for the architect and the industrial designer. f Desired classification breakdowns into various types of eating establishments are not available; complications are . encountered where food serving represents only a portion of the total business with such outlets as hotels, department stores, and wayside filling stations. Typical of the retail trade, the restaurant industry is primarily a small unit business in respect to the number of establishments. But approximately 15 percent of the 525,000 commercial eating establishments regi stered with the RESEARCH -10- United States Rationing Program 2 conducts 75 percent of the dollar volume sales. Restaurant failure is extremely high, with the majority of discontinuances occuring the first years of oneration. Estimates place the mortality rate at the end of the ?-i first year of business as high as 50 percent. '- Failure seems to be confined to the smaller and infant establishments, for once the t hreshold of the dangerous first years i s over, prospects of continuancy are enhanced. :failure may be attributed to lack of experience, insufficient capital, poor management, or inability to cultivate and maintain trade. A luncheonette of the capacity and type of business as under consideration in this thesis is classified by the United States Department of Commerce under 11 lunchcounters and stands" - those establishments primarily engaged in selling prepared food for immediate consumption, but do not receive a substantial part of the receipts from the sale of meals at t ables. The 1959 United States Department of Commerce Census listed a total of 1456 such establishments in Lo s Angeles. 1 Estimations obtained directly from offices of the Southern California Restaurant Association place the present total at approximately 1500. Shortages in f building materials and food, lack of equipment for renlacement purposes, and the displacement of personnel to the services and war industries resulted in an actual decrease in the number of establishments, though dollar sales continued to rise for those able to conduct business. This downward trend in t he number of establishments continued in the immediate postwar years, but a slight increase has been noted since 1944. RESEARCH -11- Food establishemnts of the capacity and type of service as to be considered in this thesis are, for the most part, individually owned, and are operated with a minimum of outside employment. As previously stated, the mortality is extremely high in this group, and the ovmer must continually recognize the presence of this constant threat. Insight and foresight must be complete and accurate to promise continual success, proper design to offer the necessary attraction factors and to aid in maintaining trade is an important step toward achieving this goal. NOTES 1: "Establishing and Operating a Restaurant" United States Department of Commerce 2: Office of Price Administration 5: "Selling to Restaurants and Hotels" Ahrens Publishing Company 4: Census of Business, 1939 United States Department of Commerce RESEARCH -12- BACKGROUND The present establishment is a fairly successful venture; profitable returns were consistent during the war years and in the immediate post war years. However, indications prompt modificat- ions in the building structure and in service capacity. The pre- sent space limitations and the particular trade appeal retards progressive desires and prevents securing the maximum volume of potential trade. < The average sale per customer is approximately thirty-nine cents. The bulk of all sales is derived from a source termed "shortorder", usually a limited menu or a speciality. This style of menu and serving permits specialization, requires minimum preparation, develops efficient service, and simplifies the ordering and storing of purchased items. Although the available con- sumer trade is thereby narrowed, such a feature is a great appeal to a certain section of the total trade. Demand for such a menu exists not only during the normal peak business hours when the consumer desires a quick meal, but also during the in-between hours. This factor tends to distribute the business through- out the day. Studies of the consumer habits and demands respective to this establishment reveal a desire for quick service with the mentioned type menu. The major portion of the consumer trade con- sists of male employees of the neighborhood offices and businesses. The demand is throughout the day and is sufficient to RESEARCH -13- warrent a profitable return in conducting a 24 hour service, seven days a week. Site location may be termed an "in-between" the block location. The restaurant borders a wide pavement of a main thoroughfare classified by the city as a 35,ono passenger car per hour per weekday (twenty four hours) artery l and one that also serves as a coach route for the Los Angeles Transit Line. The nearby street intersection is formed with a perpendicular crossing of an artery classified as a 7,000 passenger car per hour per weekday 1 and one that serves as a car line for the Los Angeles Transit Line. This intersection is the nucleus of the neighbor- hood shopping center. Pedestrian traffic varies throughout the day, but, even at peak hours, little trade is enticed to enter the luncheonette for the first time. The trade that does enter is essentially one of known or friendly customers, not of new consumers. Vehicle traffic past the restaurant, as noted, is high, yet few cars .s top. Potential trade possibilities from these neglected sources is considerable. The establishment is located along the righthand side, North, of the vehicle traffic traveling West to the main intersection and the sl1opping center. The driveway to the adjacent parking lot, on the East side of the building, is convenient and the location affords ample time for driver s to turn in at the restaurant. Parking is permitted at the curb. The combined facilities for park- ing are seldom overtaxed. The immediate neighborhood, excluding the centralized shopping -14- RESEARCH center, is es s entially a residential ar ea. The general area characteri s tic is of the lower middle income class . 2 The ma jor- ity of home s are of frame construction, or cement stucco, a nd are generally single unit dwellings . As previousl y mention ed, sale s are derived substantially from consumer s compos ed of the nearby worker s , and not from the residential popul ation. The illumination aspects of the pre sent luncheonette are i nadequate to sa tisfy requirements. The main light source is a single unit containing four, 48 inch, fluore s cent tubes. . This unit is suspended from the ceiling at the center of t he service ar ea . Two additional 48 inch tubes are attached to the under surfa ce of the fume canopy to aid in illuminating the work area . The resultant light is insufficient in quantity, the light that is obtai ned is poorly utilized because of improper arrangement and location. As the building front f a ces due South and little shade is present, there is an urgent need for solar angle consideration. The present ventilating system consists of t wo small motor f an units that a ttempt to remove undesirable air. One fan is lo- cat ed under the fume canopy to remove excess cooking arokas, the other is located on the ceiling above the service area . The sys tem i s t axed at midday a nd t he use of an objectionable and un sightly awning i s required. A limited amount of success has always f avored thi s establishment; reas ons for this success may be a ttributed to: -15- RESEARCH 1: Development of goodwill on the part of the owner. 2: Favorable location. 3: Satisfying trade demand for a selected, specialized, quick-service menu. 4: Efficient a~d cheer~u.l service from employees, possible by selected personnel and minor employment problems. 5: Low operating expenses, with maximum use of seating capacity, resulting in a rapid consumer turnover and a comparatively small payroll. NOTES 1: Regional Planning Commission, Highway Division, City of Los Angeles 2: Los Angeles Times, Market Control Map, 1946 RESEARCH -16- EVALUTIONS Continual success is the aim. Deterioration, obsolence, and rising competition are ever present and cardinal problems. To comba t the effect of these influe11 cial forces, the owner must constantly be on the alert; and the designer, to accomplish his purpose most satisfactorily, must thoroughly understand the many problems and the extremely competitive business of the restaurant trade. Profits, through r a?id turnover, quick and effic- ient service, and trade retention are sought by the own;;r. The following factors are important considerations toward success and pertain directly to this establishment: 1: Rising competition, of utmost concern in this case, presents a constant threat. To enjoy success is to unin- tentionally invite others to attempt to share tha t success. Competition thrives on the inability to fully absorb available trade or on the failure on the part of the owner to maintain an interesting and changing atmosphere. 2: Obsolence and general deterioration with the passing of time soon outdates the establishment. The consumer desires an atmosphere that is pleasant, clean, and free of the clatter of dishes, yet luncheonette patrons also desire an occasional change in the atmosphere. Sections of the wall that can be inexpensively altered to pr esent a new texture, or variations in the color RESEARCH -17- scheme, and the replacement of plant life are simple expedients that offer the consumer the desired change. Maintenance and obsolence replacements of building sections, fixtures, and equipment are required to maintain standards and to meet the demands of the consumer trade. 3: Sufficient seating capacity to satisfactorily serve normal trade is essential. The present capacity is inade- quate to accommodate properly the available tr~de, to estimate loss of trade that refrains from entering because of this factor is difficult, but the existence of such a loss is evident. Capacity must be increased, yet size must not reach an uneconomical stage wherein the employment problem may become unduly involved, or the seating capacity may only be fully utilized at peak times. A certain amount of excess trade, or overflow, is a healthful condition, the implication is that the place must be good. However, waiting facilities must also be provided to entice the overflow at peak hours to remain until service is available. 4: Once enlarged, restaurant identification is necessary to attract new trade, particularly at the off peak hours to insure maximum returns on investments. Oncoming motor- ists must be attracted in ample time to allow for decision and turning into the parking area, or, at least, an impression for remembrance must be created to insure a future stop. The use of signs and attention factors RESEARCH -18- is essential, yet these aids must remain in chara cter with the building and the readability, day and night, is a requisite. 5: Peak hour business is relatively easy to obtain in an area where available accommodations are inadequated for the potential trade, but the off peak, or in-between, hours present a new condition that demands attention. For this is the section of trade that must be attracted to smooth out the working conditions of the day, to < aid in maintaining a preparation schedule, and to permit employment -of sufficient help to compensate for increased demand at the peak hours. Pedestrian traffic varies throughout the day, reaching a maximum at the regular meal hours. Although the vehicle traffic varies also throughout the day, enough cars pass by even at the in-between hours to supply a steady source of consumers. 6: Obtaining and keeping experienced help requires the constant attention of the owner. A survey conducted pertaining to consumer preferences1 reveals thJ t the least liked aspect of eating establishments is the service. Cheerful and efficient service is indis- pensable for success. 7: Proper illumination results in benefits to owner, employees, and the customers. Type of restaurant, whether cafeteria, night club, or sandwich shop, usually dictates -19- lighting scheme. RESEARCH A luncheonette of this nature and location should have sufficient light to make the interior fully visible at night, and to give the interior an open appearance. Selection and installation of in- dispensable illumination units should be an integral part of the complete design. 8: To permit removal of excess and undesirable restaurant aromas and to maintain constant room temperatures; the ventilation problem of such an establishment mvst be studied. The selection and installation of a ventila- tion system, as· with the illumination requirements, must be incorporated in the overall design as it progresses. Effects of increased room temperatures be- caus e of open exposure to solar rays should be considered. A properly designed solar overhang would pre- vent entry of objectionable hea t rays. To insure continual success, •nodifications and improvements are required. Such changes must be of a nature and extent to meet a limited expenditure, and yet these changes must resul¼ in increa,sed profitable returns through additional sales and personal satisfaction rendered to the client through pride of ownership and prestige. Time consumed in remodeling and in major structural changes must be so scheduled as to insure minimum close dovm period. Amortization of development costs is to be met by anticipated increased sales; this will be aided by a lowering of the maintenance cost as the establishment will be free -20- of repairs and structural alterations for some time. NOTES 1: "Selling to Restaurants and Hotels" Ahrens Publishing Company RESEARCH - 21 - DESIGN FEATURES DESIGN FEATURES CONTENTS Floor Area Allocation 22 Type of Service _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ 23 Parking Fa cilit ies _ _ _ _ _ _ _ _ _ _ _ _ _ _ 25 General Architectural Appearance Interior Decorations _ _ _ _ _ _ _ _ _ 26 28 Lighting _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ 29 Solar Angle Study _ _ _ _ _ _ _ _ _ _ _ _ _ _ 31 DESIGN FEATURES -22- FLOOR AREA ALLOCATION The total building area includes approximately 1100 square feet of floor space. The present luncheonette occupies about 800 square feet in the east section; the remainder comprises that space utilized by the present beauty shop in the west section. As the result of a satisfactory agreement, the proposed restaurant project was confined to the east section, thereby eliminating costly and questionable expenditures and probable major structural changes to be encountered in the advent< of ' the removal of the dividing wall. The present beauty shop in the west section is later to be developed as a food or beverage establishment, i.e., an ice cream parlor, or a malt shop. Consequently, the two sections, though individually operated, serve in somewhat relative fields and may be satisfactorily housed in the one structure. Although this division exists, the building facade will appear as a complete unit, yet each shop is to retain its individuality by the proper use of signs, separate entrances, and extended wall sections. In the east section, the preponderance of the luncheonette area will be devoted to counter service, the following section on "Type of Service" lists the advantages of this selection. Of the many types of service employed in restaurants, the counter and stool service, plus a short order style of menu requires a minimum of preparation area and facilities. The bulk of such work DESIGN FEATURES -23- is performed on griddles and work counters in the back counter service area, additional, large bulk preparation and cooking will be accomplished in the rear area. A little less than 300 square feet will be alloted for the rear areas; this space will be in two sections. One section will be located in the rear of the building, the other will be in an irregular shaped area immediately behind partition at the back of the work counter. The second area, though small, is sufficient for refrigeration units and certain storage to eliminate excess walking to the rear area. A grease trap and other plumbing fixtures are also located in this section. These objects will remain in their present location and thus will not become additional expensive items because of attempts at relocation. TYPE of SERVICE A study of consumer habits and trade demands reveals that the counter service style would be the most feasible and the most profitable method in this particular case. A total of eighteen customers can be simultaneously and conveniently accommodated at the counter arrangement selected, and adequate waiting facilities will be provided to encourage any consumer overfi ow to remain until service is available. The advantageous aspects of this selection are as follows: 1: Simplified quick-service is offered to the consumer, permitting attainment of efficiency in preparation and in serving. Delays in serving, common in the booths DESIGN FEATURES -24- and table styles, are eliminated, ~s server, consumer, and work facilites are in a confined area. 2: Rapid customer turnover results in increased sales. As previously mentioned, the unit sale in this type of restaurant is small; thus full potential capacity must be sought. The use of booths or tables encourages ling- ering on the part of the consumer. This condition ex- ists, but to a minor degree, when only stools and counter are installed. 3: Efficient utilization of space is possible. Other means of seating seldom handle maximum capacity, usually as much as fifty percent of the capacity is idle. The type of menu usually associated with this seating method is limited, therefore the storage space required is also at a minimum. 4: Economy in the employment of fixtures and materials reduces initial cost of fabrication and installation and of future alteration projects. All seating capacity will be fully utilized, yet minimum amount of materi~l and equipment will be necessary. 5: Order changes by the consumer, or mistakes on the part of the server, causes minimum amount of confusion. The nearness of the server and the consumer permits quick changes and eliminates constant walking to the rear areas as is required in booth or table service. DESIGN FEATURES -25- 6: Preparation of the food i s visible to the consumer. Again, the nearness permits viewing of what i s going on. Proper 9reparation of food is a pleasant sight, the pys choGical effect is apparent. 7: Minimwn employment problem confronts the owner in t hi s method of service. Two food servers are sufficient to satisfactorily handle the ser vice at the counter, one additional helper will be necessary for the dishwashing and miscellaneous work in the back areas. 8: As a result of the above factor s , opera ti ng expenses are greatly reduced. In addition, low maintenance cost wil l be required as the fixture construction i s somewha t simple, stools are easy to re place and the counter top is accessible for eas e of r esurfacing. These factors, pl us the low p~yroll, materially reduce ~xpenses . PARKING FACILITIES The adj acent par king ar ea contains approxima tely 5,000 square feet of col!lmon top soil surface. The lot extends 50 feet along I t he ?avement on the south side of the building and ext~nds r earward a total of 100 fe et. Entran ce to the parking area i s loc ated at the southeast corner of the building, and ample space is thus provided to permit head on parki ng along the east property line. Departure necessitates ba cking out from t he alloted car space and leaving by the same driveway . Capacity i s suffi cient to conven- iently a ccommodate the parking of ten cars in line, but seldom has -26- DESIGN F'EATURES this space been fully utilized. mitted at the curb. As mentioned, parking is per- This supplies additional space for the temp- orary parking of five vehicles. Pleasing features, to enhance the general appearance and to spotlight the entire establishment, will point out the business as distinctive and appealing and a definite and positive improvement in the neighborhood. These little subtle touches will greatly aid in the creating of an inviting and restful atmosphere. Hard top surfacing will be applied on the parking area to prE;vent tracking of mire into the building and to permit frequent washdowns. Curb service will not be installed; the additional em- ployment required, small lot capacity, and the single driveway hinder a profitable venture. The parking is a convenience for the consumer but an effort must be made to furnish more than a certain amount of space, for the immediate environment is part of the business. GENERAL ARCHITECTURAL APPEARANCE Maximum use of materials and simplicity in construction will be the keynote. The gray cement stucco exterior, red brick f pylon with vertical joints butted and horizontal joints mortared, peripheral solar overhang, and open front predominate a·s conspicuous and salient architectural features. A psychological suggestion of horizontal feeling is obtained by blending the building structure with the outside landscape features and by constructing an extending overhang, and, on the east side, by adding a plank screening wall. DESIGN FEATURES -27- The dominate exterior feature is the red brick pylon that performs the dual purpose of an impressive and substantial building corner and of a vertical sign background above the general roof area. On- coming motorists are readily able to discern the nature of the establishm~nt and to have sufficient time for decision and for turning into the parking lot. A formed large sheet metal letter, supported a short distance out from the side of the pylon surface, will serve as a distinguishable identification sign. The letter "B" is the initial of the owner's name and this mark will also < be used on menu cards and letter heads. The open back of the letter permits the installation of a continuous light source in the letter itself. Reflected light from the brick surface will cause the letter t o stand out. The contrast of the colors of reflected light from the brick surface and the letter will create an interesting and attractive feature. Control of direct sun rays is obtained by the designed solar overhang. Objectionable radiant heat rays are thus unable to affect interior conditions, compensating for the open exposure and lack of shade. The section devoted to solar angle study gives a de- tailed discussion on the method employed and the results ;obtained. Open front type , stores are most effective in the att~mpt to attract trade. The interior becomes a show window, and the outdoors and indoors blend. The entry of abundant natural daylight creates the desired pleasant atmosphere and reduces the lighting load and the costs. DESIGN FEATURES -28- INTERIOR DECORATIONS Pleasant environment is conducive to dinint, but intangible elements such as the general atmosphere, color schemes, and interior treatments are frequently neglected or improperly considered. These seemingly little features very often determine the success or failure of the owner in attra cting and maintaining the customers. If the location is such that a large population density supplies a constant stream of consumers, the intangible elements are not always so important, but when trade must be attracted and the competition forces such considerations, these become vital factors. The open front and e:x:-pa nsive side glass panels suggests an extension of space and permits full open view of the int2rior. interior is thus amply supplied with natural daylight. The The solar overhang will continue inside to form a section of the ceiling. This further attempts to combine interior and exterior, and the inside section also serves as the reflector boxes for the fluorescent strip lighting. Color plays an important part in the creating of an inv\ting and restful atmosphere. A study of color was made, not only were 1 the physical characteristics considered but also the psychological aspects. The predominate color will be a fleshcolored tint of the Hiler Color System listed as a Peach. This color is comfortable for the eyes and will not easily show the effects of dirt. Yet, as the selected color is a tint, the luncheonette DESIGN FEATURES -29- will appear cheerful and bright and not dingy. The color scheme to be employed is as follows: 1: Walls of rough textured plaster will be of the peach colored tint mentioned. The rear partition wall will be painted this same color. 2: The ceiling will be of fleshcolored acoustical plaster. The extended solar overhang will be of white ribbed plywood undersurface. 3: The floor will be of a dark red asphalt tile. 4: The upholstered seats of the counter stools will be of blue gray leatherette. The stool backs will be of natural finished mahogany plywood. 5: The counter top is to be of a white textured laminated plastic. The remainder of the counter is to be of natural finished mahogany plywood. LIGHTING Properly controlled lighting is a necessity for successful mer1 chandising. Physiological and psychological effects of illumin- ation on the consumer and the employees present paramount considerations for the designer. Seeing is a task accomplished by the entire body, inadequate or faulty conditions can cause seemingly remote effects such as fatigue and nervousness. We seldom have "too much" light; eliminate glare, direct viewing of source, DESIGN FEATURB.'. S - 30- and extreme brightness contrast and the mechanism of the eye adjusts itself properly, resulting in restful and comfortabl e effects. Choice of illumination sources, f ixture number and arrangements , and in stalla tion proce edures requires a comprehensive un\lerstanding of light and its uses . In keepi ng with the open f eeling crea ted by the use of ex9ens ive gl ass areas and the re sultant abundan cy of natural daylight during the day , e.mple fluorescent light s ources are to be in s talled along t he undersi de of t he ex' tended solar overhang on the east side and on the underside of R corresponding ceili ng s ection over t he counter area . Circ11its are to be arr anged so tha t combinations of units may be turned on as desired. \'iTl:ite fluor es cent sources, 40 watt , 48 inch tubes , will be specified. 1: Principle reasons for this selection are: Fluorescent lighting i s a large a r ea low brightness source. 2: Direct viewing is not objectionable. Installation r equirement s for the fluorescent t ubes are excellent for trough type fixtur es that also pe~mit the use of strip lighting. 3: The loss in initi al energy input that is converted to r adiant hea.t i s almost negligible in its effect on the room temperature, a f a ctor of considerable importan ce in computing air condi tion i ng r equir ements . DESIGN FEATURES -51- Available s trip length can a ccommodate a total of 18 rece ssed fixtures, each .fixture i s to contain t wo 40 watt tubes. Theoretical perfect out put of 56 such tubes at approxima t ely 2000 lumen s per tube would total 72, 000 lumens . Thi s t otal divided by 600 squar e feet of luncheonette floor space to be lighted equals 1 20 lumens per square foot; if we were to obtain 100 percent utili zation, this become s 1;:0 footcandles. But reflection and tran smi ssion f a ctors, room utili zation f a ctors , and mai nt enan ce fa ctors reduce this total to an average of 25 footc andles. Computa tions applied to t he followin g formula r eveal tha t t his estimate may be checked.· Lamp lumens required - footc andl e s x area (sg ft per outlet) per outlet - coeff of util x maint factor Room Index (20 x 30) is F Reflector t ype, dire ct, Al zak fini sh Coefficient of Utili zation i s 50% Maintenance factor i s 70% Area in square feet per outlet is 53 As suming t hat 25 footca11dles were desired, substitution in f the above formula results in a n approximate 4000 lumens required per f ixture, or t wo 40 watt tube s , for a total of 56 tubes to furni sh the desired amount of ill umination. SOLAR ANGLE STUDY An open southern and partial eastern exposure of this establishment requires that a comprehensive study be conducted to determine the effect of sunlight a ngle s duri ng the day and throughout DESIGN FEATURES -:32- the year. Results of such a study are essential in the designing of a projecting visor to control the direct sun rays and to eliminate the entry of radiant heat energy of the sun if it should be so desired. The apparent motion of the sun about the earth's axis is a helical motion, not that of a "fixed" star that describes an arc on a plane perpendicular to the earth's axis. The helical motion is the resuit of the constant tilt of the earth's axis that causes an increase or decrease in declination, the angular distpnce of the sun from the celestial equator. Maximum declination occurs in the northern latitudes about 22 June; the sun is then highest overhead and the direct sun rays are not desirable. About 22 De- cember, at minimum declination, radiant heat energy of the sun is at the lowest point and its effect is not so objectionable, in fact, radiant heat energy at this time of the year is often desired to offset low winter temperatures. Vernal and autumnal equinox occur on 21 March and 25 September respectively, these are the diametrically op~1osi te points where the elliptic, or the path of the sun, intersects the celestial equator. f These critical dates were selected to compute the azimuth and altitudes of the sun for this particular latitude at various times of the day. A tabulation of the results obtained and the formulas employed are included in the following table. A photostat in- cluded in the building plan section of this material shows granhically results of the computed azimuths and altitudes, and the east and south components for the morning hours, the afternoon DESIGN FE.Pi.TURES components are reversed but are not shown. The diagram of a partial cross section to scale illustrates graphically that the summer sun is prevented from entry during the hottest times of the day, and at the time of the equinoxes, the direct sunlight strikes the immediate inside floor. An overhang of a width of five feet and at a hei ght of nine feet ten inches conforms with building codes and is not unduly wide to require extensive suspension support. The sun that does enter at certain times of the year will be absorbed by the use of special heat , absorbing plate glass tha t excludes as much as 38 percent of the heat as compared with heat exclusion of only nine percent by regular plate glass. Formulas employed: sin h = sin L x sin d + co s L x cos d x cost sin Z - sin t x cos d x sec h L - l a titude of store location, 33 deg, 57 min, 50 sec d - declination t - time of day in degrees Z - azimuth h - altitude The following t able lists the r esults of substitution in the above formulas for the critical dates of the year and at t he times snecified in the second and third columns. Components of the sunlight angles are listed in the last two columns, these are al so shovm DESIGN FEATUR1!:S -34- graphically in the photostat in the building dr awings section of this thesis. Date AlV. 22 Dec noon PM azimuth altitude normal component parallel component 180.0 32 .5 90.0 32 .5 10 2 149.3 25 .9 43.6 29 .2 9 3 136.7 18 .3 25.7 24 .5 8 4 1 26. 5 9.1 11.2 15.0 180 .0 56.2 90.0 56.2 21 Mar noon 23 Sept 10 2 1 ~4.2 46.0 48 .9 49.0 9 3 118 .·5 36 .5 40 .1 57.2 8 4 108 .0 24 .5 25 .2 55.9 180.0 79.5 90.0 79.5 22 June noon 11 1 124.5 73.0 75.9 80 .0 10 2 103. 0 62. 0 62.13 83. 2 9 3 90.0 49 .6 49.13 90.0 8 4 84.7 36 .9 37.0 97.0 ', MATERIAL SELECTION - 35 - MATERIAL SELECTION CONTENTS Exterior Walls 36 Pylon ______ _ _ _ _ _ _ __ _ _ _ _ _ _ _ _ 37 Facade _ _ ___ _ _ _ _ _ - · _ --· _ _ _ _ _ _ _ _ _ _ 37 Overhang _ _ _ _ _ _ _ _ _ __ _ _ _ _ ___ _ _ _ _ 37 Screening Fence 38 Shrubbery Boxes 38 Interior Walls 39 Ceiling _ _ _ _ _ _ _ _ _ _ _ _ _ _ __ ,_ _ _ 40 Floor Fixtures 41 MATERIAL SELECTION -56- MATERIAL SELECTION The designer is familiar with the properties and the characteristics of many materials, and is always on the alert for new materials and applications of old materials. Chara cteristic features of each material reveal deficient or superior properties when compared with others; selection for a particular application must compensate for those inferior char a cteristics and yet utilize the superior points to full advantage . .Availability, purchase price, and installation expenditures are influencing factors. Actual de- termination to employ a particular material for a specific application is the combined result of comparative market f a ctors, thorough understanding of material properties, and, often, experimental studies to evaluate selection. EXTERIOR WALLS The exterior walls will be of rough surfaced cement stucco applied over metal l ath on convential studding. The present construction is of this nature, however, the color will be a tint of the Hiler Color System listed as a light chicory blue . .Alterations will therefore require a comparatively small expenditure. ing material is characteristic of the neighborhood. This build- ' Three sections of heat absorbing plate glass form an open wall section along the east wall, and extend down from the underside of the solar overhang to the shrubbery box. This feature ner- mits entry of abundant daylight and allows passing potential consumers to view the interior. MATERIAL SELECTION -37- PYLON The dominant and distinctive red brick ~ylon forms the southeast building corner and serves a s a vertical sign background above the general roof area. A two foot high base forms an attra ctive shrubbery box that extends 15 feet along the side wall. Bricks will be laid with vertical edges butted and horizontal edges 5/8 inch mortar jointed. FACADE Expansive areas of heat absorbing plate glass sections and special heat treated plate glass double entrance doors opens the interior to the passerbys. The installation of the transom glass sections above the plate glass sections permits ventilation when required. The fac ade area below the solar visor will therefore be entirely of glass, tha t wall area above the overhang will be of cement stucco finish similar to the side walls . OVERHANG As a result of the use of the solar overhang, control of the direct sun rays and of solar r adiation prevents unwanted an(1 unfavorable effects such as direct glare and an increa se in room temperature at midday. The section on "Solar Angle Study" explains the method and the reasons for the construction of an overhang that is to be five feet wide. The solar visor will extend along the east side and the front of the building. The frame is to be of heavy stock to permit a ribbed plywood under surface and a -38- MATERIAL SELECTION light gauge aluminium sheet top surface. The building contour at the southwest corner describes an arc, this feature will be minimized by constructing the overhang parallel to the building and by adding an additional attractive feature of a screening trellis. SCREENING FENCE To obscure restaurant debris accumulation of boxes and of regular disposal containers in the rear of the building, a planked, red wood, fence will serve as a screen and as an additional'' feature to extend horizontally the appearance of the establishment. The overall desired impression to be created is that of a large but low structure. SHRUBBERY BOXES The shrubbery box on the east side of the building, as previously mentioned, is an extension of the base of the pylon and will be constructed of brick laid in the similar manner as that of the pylon. The second shrubbery box, located along the front of the ice cream parlor, or west section, is of brick also and f serves as the base for the screening trellis that shields the curved section of the building. As previously ment~oned, this feature tends to make the appearance of the building as somewhat more narrow than is desired, hence, this trellis will obscure the rounded corner. The use of the shrubbery box and the trellis are additional methods employed to create an effect of a low, but large, structure. -59- MATERIAL SELECTION INTERIOR WALLS The front section of the east wall will be of plate glass, the remainder will be of acoustical plaster to aid in reducing the effect of extraneous and bothersome noises. The rear partition wall is to be frame studding with an acoustical composition layer protected by an outer plywood surface. Front section of the west wall will be an extended brick surfa ce to further carry out the motif of the blending of the interior and exterior. The remainder of the wall section will be of a cous- tical plaster, and the p~rtition wall between the work area and • the small storage area will be of similar construction as the rear partition wall. The fume canopy front will be of mahogany veneer- ed plywood. Acoustical plaster was specified for use on the walls and ceiling for the following reasons: 1: Acoustical plaster has comparatively high sound absorbing properties ( .70 coefficient at 512 cycles). f 2: The material is inexpensive to purchase arid to apply over an old surface. 5: By a simple process of tinting, a variety of colors are available. 4: The surface may be repainted and cleaning proceedures are simple. 5: Acoustical plaster is both fireproof and fairly permanento -40- MATERIAL SELECTION CEILING The solar overhang extends into the interior along the east side of the ceiling. The six inch depth of the overhang below the gen- eral ceiling level, and the three foot width in from the wall, provides sufficient space for the installation of fluorescent strip lighting. A corresponding ceiling section above the service area also contains fluorescent strip lighting to balance the light lines. The undersurfaces of these sections are to be of ribbed, or fluted, plywood construction, similar to the manner pmployed in the construction of the outside undersurface. The remainder of the ceiling will be of acoustical plaster. FLOOR The present sub floor is at the street level and a portion of the floor surface is covered with asphalt tile. Asphalt tile will be used as the flooring material for the new and larger serving area. This material was selected for the following reasons: 1: Durability is extremely high as asphalt tile offers good resistance to weak alkalies and acids and will pot loosen or disintegrate from dampness. 2: This flooring material has the ability to stay down on sub floors, but is resilient and comfortable to walk on. 3: Tile form permits obtaining attractive patterns due to its easiness of fitting and laying. -41- 4: MATERIAL SELECTION The good sound absorption ability of asphalt tile aids in reducing luncheonette din. Asphalt tile will not extend to the front glass facade. A vesti- bule, or immediate entrance area, will be of stained cement flooring. This flooring will also extend on the outside of the build- ing proper, another feature in attempting to bring the consumers inside by reducing the effect of the physical barrier of the f acade . Such a floor section will also serve as an area that will catch dirt that may be tracked in from the outside. This will, also elim- ina te the possibility of a wearing spot that is very noticable around an entrance where the flooring is of material that wears easily. FIXTURES The work bench will be of solid stock framing, but drawer fronts and cabinet fronts will be of mahogany veneered plywood. The top surfa ce will be of a material depending upon the operation to be per.formed, oak tops for sandwich preparation, stainless steel section for under the coffee urns, and a built in griddle plate for the cooking section. Solid stock will be used in the framing required for the service counter, the top surface will be of a laminated thermosetting plas tic. Back sections of the service counter will be exposed for easy access of the shelves; however, those portions of the rear of the counter that will be visible to consumers will be closed off by sliding doors to eliminate viewing of possible unsightly and disorderly shelves. -42- MATERIAL SELECTION The stool stands will be of tubular steel with a hard chrome plate finish. erette. The upholstered seats will be of blue gr ay leat h- Plywood ba ck s will be of mahogany veneered plywood. Plywood and plastics were selected in these applications for the following reasons : 1: Ease of fabrication of both plywood and laminat ed pl astic with a resultan t economy in installation and maintenance. 2: Durability of the ap;')lied veneer and the plastic surfac e < is high. The use of new glues renders the panels moisture resistant and virtually impervious to atmos pheric conditions. 3: The plastic surface doe s not discolor, stain, or scratch eas ily, and is colorful and pleasing, yet inexpensive . Resurfacing is possible and inexpensive. The counter top i s easy to keep clean and maintains its attractive appearance. 4: The mc1hogan~1 veneered surf a ce is durable and t11e beauty of the full gr ain of the wood i s shovm. - 45 - ILLUSTRATED DRAVv'ING PLANS Plan //1, Plan view, bldg & lot, and east side elevation _ _ 44 Plan #2, Front view, and bldg plan view _ _ _ _ _ _ _ _ 45 Plan #5, Fixtures, and partial plan view _ _ _ _ _ _ _ _ 46 Plan #4, Bldg perspective, and cross sections of walls_~- 47 Solar Angle Study _ _ _ ___ " _ _ _ _ _ _ _ _ _ __ 48 -~ / -,. PYL.ON - · ,/1 ""'"" EA5T 51DE. eox A.BSO~S•NG SH~ueBe:.Rv H~ AT TC. H GL.A.S.S PAA!_O,=-,i \\ ),1 ' '/, --)' I;,- 1\ I '//, 7 .,\ ';; \• i~ I, !, r '1 r i •1 ASeA ~ )1 ;t i '"'..... 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A N O P Y u o R~ S C£ N ~ FUl'v'\ E.. n OVER.HANG GCF< T =(/ ~ "Ff~·: ,_,,/ ✓ ~ ,_- -Ii--------/ ,I .., r 'I) L I r{ ,. f- ~ "' ,· , It ' V ENTIL. , f 1 L 1 , - 3 - c;, -- O}\_ loTT I r A.N O I O N / " PLAN _____ G' 1- ASS PARTIAL / .S T O RA G E:. PRE.PAA.A T VIEW 2.2. " c:::NTE:R. S - A I T I NG BE N N J' 19 41 1ti_':: tt- .3 ..5 APRI L .SC AL-E.. PL. A o . .s . povv~L..L DES IGN C. ~I - -+--..-,, L. UNC HE.O NS:. TT;:. W A6PHAL.,.T k sr7 GL.P...,.SS · ·~ CROSS SECTION - FRONT A.6SOR8\NC- PA-.VEME.NT PL;,...._ T .E. HEAT T~""""-NSOM PERSPECTIVE ~ t > 4 J1,¾ WALL / F L OO R LE.VC.L 40VV FLOOR HE:.,O...T SRICl,,<. 0 I S POVvE '-L fCf47 "h" I& I I #' 4 M,..._y SCAL..~ FLAN 1.UNCHEONETTE CE.SIGN < m.,.,-...ss PL.,C,,....T E: PLV\NOOO ABS ORS ING o.._____Rl9BED CROSS SECTION - EP\ST \../A!-L LEVE:L..~ SILL F"LUOREBC.ENT~ ,,_, IEVV VIE.W V VIICV"-./ 10-Z. .SOUTH SOUTH 8 -c"+ 16 - 2 9-3 8-4 SOUTH 10-~ 9-3 B-4 ,,_ t.2. 1'.l. GROUND LE. V EL LE.V ~L . L-EVE:L.. · G R OUNO GROUND ~ ~-3 EAST \ vii.:."""' IOLtl, 12. . I \ .,,,_ V I C Vv I\,\. \\ 1'\ i'I~ EP,...S-r EAS"T LL ~ ~ / VIE\N ' / · 3 12 10 - z. 9 -3 8-4 ~,: a. Ci: 0. ([ £ r 'l'- i)<. ,'\:'. ,,A.LT ITUO E. '), ALT ITUOE. "\, AL-T i TU0E: ,.,_ 'v ANGLE L;i,,..TtT"UDE 34° NO~'T"H o . .S.F'OWCLL.. 17 MAR..4'7 SUN LIGHT A2 I M U T ~ :vJ:5l .,. I ~ ,::~\ .~ AZIMUTH .23SE.PT- 21 J""'\,-....Fl AZIMUTH ,l. ZZ 00:C STUDY .SCAL~ Y4-"., - 49 - APPENDIX CONTENTS Bibliography _ _ _ _ _ _ _ _ _ _ _ _ _ _ - · _ , _ _ 50 BI BLOG RAP RY -.SO- BOOKS and PAMPHLETS Ahrens Publishing Company , Inc. Hotels", 96 pp, 1946 "Selling to Restaurants and Burke, Gene and Kober, Edgar, "Modern Store Design", 161 p~9 , 1946, Institute of Product Research (publishers ) Dahl, J. o., "Restaurant Management 11 , 347 pp, 1944, Harper and Brothers, Publishers Department of Commerce, United States Government "Selecting a Store Location", 68 pp, 1946 "Establishing and Operating a Restaurant", 287 l)P, J946 "Census of Business, Retail Trade, 1939" "Reta il Store Location, Information Sources", 10 pp, 1946 Esbach, Ovid W., "Handbook of Engineering Fundamentals", Eighth Printing, 1944, section on non-metalic materials. General Electric Company, "Illumination Design Data", 69 PlJ, reprinted with modifications in 1939. Los Angeles Buil ding Codes, 1946-47 Edition, ~ublished by Interstate Educational Association. National Restaurant Furniture Association, published by the association. "Modern Stores", Nicholson, Enrich, "Contempory Shops in the United States", 189 pp, 1945, Architectural Book Publishing Company, Inc. Ramsey, Charles G. and Sleeper, Harold R., "Architectural Graphic Standards", 343 pp, Third Edition, 1946, John Wiley and Sons, Inc., publishers. PERIODICALS American Builder August 1945, pp 108-1, Open Year-Around". "Candlelight Drive-In Restaurant BIBLOGRAPHY -51- October 1946, pp 116-17, "Advancement in Materials Provides Floors of Lasting Beauty". Architectural Forum January 1938, issue devoted to the works of Frank Lloyd Wright. July 1942, pp 85-90, Birren. "Color for Production" by Faber August 1946, pp 97-102, "Remodeled Restaurants". October 1946, p 144, "Two Roadside Drive-Ins Use Light Framing and Lots of Glass" by Arthur T. Brown. Architectural Record August 1943, pp 67-84, Series #80 Restaurants, Building Types;, April 1944, pp 95-112, Stores, Building Types Study #88 February 1945, p 107, "High Density Lighting for Open Front Windows", Time Saver Standards. July 1945, p 72, "A Restaurant Plan for a Complete Outpost Inn" by Arthur W. Dana. October 1945, pp 101, #106 Restaurants, Building Types Study March 1946, pp 125-133, Henrick P. Maas. "Short Cuts to Solar Angles 11 by July 1946, pp 107-110, by Kenneth C. Welch. "Reflection Factors in Store Windows" A11gust 1946, pp 117-20, "New Concepts in Store Lighting" by K. C. Welch. September 1946, pp 99-114, Drive-In Restaurants and Luncheonettes, Building Types Study #117. September 1946, pp 115-19, "Black Light and Color Magic" Aviation April 1944, pp 130-131, Aircraft Flooring" "Metal Plus Plastic Makes New Business Week 25 August 1945, pp 52, On the Road Again - Howard Johnson's Chain of Roadside Restaurants. 5 April 1947, pp 30, Restaurant Blues BIBLOGRAPHY -52- Consumer Research Bulletin November 1944, pp 5-9, Coverings Linoleums and Enameled Floor House and Garden May 1946, pp 82-85, Flooring Materials Interiors July 1944, pp 47-71, Anatomy for Designers Printers Ink 1 December 1944, pp 25-26 8 December 1944, pp 25-26, "How Establish a Business by the Side of the Road" by C. W. Alexander. Restaurant Management July 1946, p 31, "Why We are Using Brighter Lights in Keeping Our Restaurants Up to Date" by John Gonmeni s. September 1946, pp 2, Restaurant Plans. A Portfolio of Drive-Ins and September 1946, pp 2, Henry E. Werner. "Designing Modern Drive-Ins" by October 1946, p 46, "Common Mistakes at the Cash Register" by Harold Ziegler. August, September, October, November, December, 1946, continuous article by E. M. Fleischman, "Modern Luncheonette Management".