The Art of Visual Merchandising for F&B Brands – A Q&A with Francesca Crane

Visual merchandising goes beyond simply arranging products—it’s about crafting immersive spaces that tell a story and forge connections with audiences. But why should F&B brands take notice?  

We sat down with TGP’s Francesca Crane to discuss how the principles of visual merchandising extend beyond retail, potentially transforming the dining experience, reinforcing brand identity, and enhancing customer engagement. 

With over 15 years' experience in visual merchandising working with iconic brands such as Fabergé, Tiffany & Co., Liberty, and Harrods, Francesca shared her understanding of how thoughtful visual merchandising can play a vital role in the F&B space. 

What exactly is visual merchandising, and why is it important? 

Visual merchandising is often misunderstood as just making a space look beautiful. In reality, it's much more strategic.

It’s about optimising the presentation of products and services to attract, engage, and motivate customers to make purchases. It’s a marketing tool that subliminally influences consumer behaviour. 

For example, most purchases are driven by emotions rather than logic. The layout, signage, and overall atmosphere of a space should evoke emotion, making customers feel like they belong there. A successful visual merchandising strategy not only supports the brand but also reflects the customer's own aspirations. 

What makes a strong visual merchandising strategy?

There are several key components: 

• Good Layout: This guides the customer around the space intuitively. For instance, avoiding “dead zones” and strategically placing focal points can make a world of difference. 

• Understanding the Customer: The merchandising style should reflect the expectations of the target audience. For instance, a fashion-savvy customer shopping in a high-end concept store like Dover Street Market will not respond to a cluttered merchandising style akin to IKEA. The perception of a product’s value—both monetarily and symbolically—is heavily influenced by the context of its environment. 

• Memorability: The design should create a lasting impression, ideally prompting customers to share their experience on social media. 

• Signage: This educates customers and supports product communication, encouraging purchases. 

How does Visual Merchandising differ in retail versus F&B spaces? 

In retail, visual merchandising focuses on operations and driving sales outcomes through effective product displays. In F&B, it’s more about storytelling and creating an emotional connection.  

For instance, in a food hall, we might use themed displays to tell a story about a specific cuisine or culture. A great example of this is Al Mamlaka Social Dining in Riyadh, where the thoughtfully designed zones and unique displays highlight diverse culinary traditions, creating an immersive experience that leaves a lasting emotional connection with its visitors. 

How does segmentation and categorisation help in visual merchandising?

Segmentation simplifies the way products are purchased and displayed. By categorising products into a clear assortment, we bring order to the layout. This approach works across industries, whether it’s food, fashion, or even technology. 

For example, placing complementary products like coffee next to tea in a supermarket visually suggests additional options to customers, creating natural upselling opportunities. Effective visual merchandising guides the customer journey and subtly influences purchasing decisions. 

Can you explain some visual merchandising techniques?

Of course! Some commonly used techniques include: 

• Triangular Grouping: In retail, displays are often grouped in threes for window displays and key promotional areas. This creates a triangular formation that naturally draws the eye upward, maximising the use of vertical space and creating a visually balanced composition. 

• Symmetry and Balance: The human eye naturally responds well to symmetry. 

• Repetition: Repeated displays allow customers to shop more easily by association, such as by colour or style. 

• Blocking by Type: Grouping similar products together creates a strong visual impact; Allowing for full ranges to be displayed

How do window displays play into visual merchandising 

Window displays are your brand’s first impression, attracting attention and setting the tone for the experience customers are about to have.

A cohesive design ensures that the windows seamlessly align with the brand’s website, packaging, and interiors, creating a unified brand story. 

For example, Anya Hindmarch’s 'The Village' on Pont Street in London transforms every few months to provide a fully immersive and experiential brand experience, keeping customers engaged and loyal. Similarly, Tiffany & Co. utilised a New York newsstand as a Valentine’s Day pop-up to sell their products, seamlessly blending their New York heritage with the romanticism of their brand, making it both accessible and playful while maintaining its luxury image. 

What role does storytelling play in visual merchandising? 

Storytelling is crucial in forming an emotional bond between the customer and the product. A good narrative can evoke specific emotions and create loyalty. 

For instance, a modern Greek restaurant might incorporate decorative elements inspired by ancient Greece into its interior design. From materiality to artwork, these subtle references avoid becoming pastiche, creating an immersive experience that highlights the heritage and authenticity of the brand. 

Do you have any final tips for effective visual merchandising? 

Always start with the 4 Ps—Product, Price, Place, and Promotion. Make sure your product’s presentation reflects its quality, the pricing is justified through the display, and the placement encourages cross-selling opportunities. Lastly, ensure promotions are communicated clearly through signage and graphics. 

Remember, visual merchandising isn’t just about aesthetics; it’s about creating an experience that resonates with the customer and leaves a lasting impression.