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Urth Caff Downtown

I can help next guest in line! shouting from across the restaurant the cashier smiles,
with excitement. Waiters holding drinks and food move in different directions trying to find the
numbers that match the food. Urth Caff was an unknown place until about two years ago this
very expensive Caff with organic food and fresh natural coffee served from 6-11pm everyday.
The restaurant is designed in a way that makes people enjoy spending time there and want to just
hang out. The space in this restaurant set up a certain way because the companies need to attract
clients for their business. The more clients they have the better the business can be.
Urth Caff is one of the restaurants that attracts a lot of people and I get to work in the
one on Hewitt street by the Arts District in Downtown Los Angeles. This Caff was put in a
secluded area behind the main center of Downtown heading towards EastLA. The outside looks
like a typical abandoned warehouse with very thick brick walls from the side, but once getting to
the front it looks beautiful. They are stairs that lead up to the entrance with an open patio is
surrounded with tables and seats that either read Urth Caff or designed with plants and
branches. The patio also has green umbrellas covering people from the sun and heaters incase
people get cold. On the side three water tanks are placed with different fruit inside of them so
people can grab water and under the water is to go boxes and spicy sauces for people to grab as
well. When looking on top of the building a big blue clock with white around it reads the time
and a sign the rotates above the clock readingURTH.Once stepping inside the Caff it is a
whole other feeling. The smell of coffee automatically hits and a friendly smile greets you then

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hands a menu. The host moves customers to the left as they make line in like a U shape if they
plan on eating there. As people wait the left side of the line has counters and high chairs right in
between them the teas of the day on the board are written with colorful markers. The back of the
wall has merchandise like tea pots, mugs, and small things with cultural designs. On the right
side as you make the U different teas and tea jars labeled and categorized from regular teas,
herbal teas, and oolong teas. Being able to smell them and read what type of ingredients are in
the teas. The music changes from jazz to classical making it feel more welcoming. As customers
keep going to their right they begin to see all the pastries designed in different shapes and placed
in rows from the banana cream pie to the fruit tart all beautiful with a description of them in the
front. The top of the pastries counter holds all the breads, soups of the day, and three different
flavored cookies. Right at the register a lady a waits for the customer to begin to order in front of
her there are bags of the most popular coffee and vegan cookies one can get if they forgot to
think about it on their way there. The customer can see the barista section right behind the
cashier looking at the juices and coffees being made the baristas moving from left to right the
customers are also able to see the to line wall and more mugs above the coffee stand. Once
people are done ordering the cashier hands a number close to the big glass jar the reads
TIPSand lets them go on their way. The seating is one of the hardest things ever in the Caff,
Urth is not a large enough Caf. When customers sit down wooden tables with an authentic
design right in the center of them the tile all around the Caff having brown with orange, blue,
and white on the tiles. If looking up at the top of where the register and baristas are placed a
picture of Indian children and animals all together picking up coffee beans and fruits out of these
green plants. Then looking to the back of the Caff is four big glass windows being able to see
the bakery and fresh bread coming out. The restroom is in the right side of the Caf with a board

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that people who have ads or any short of information go and hang. If customers are not able to
get a place inside, we have a conference room right outside to the left of the patio. When entering
the conference room it has a long dinner table and seven two table seat around the big dinner
table. On the left side there is a door to the office for the company and a counter with ads about
promotions the restaurant has and flowers. On both sides of the restaurant in the outside below
the patio is filled with more tables and chairs. The line to get inside is half way out the door
during rush hour and people are willing to wait in line for their food. The Caff itself is a
beautiful place. People go to relax and stay there for long hours because they are able to feel
comfortable. People from different parts of the world come because they have heard that it is a
very organic and healthy place.
The space in any home, store, or restaurant has impacted the way people spend their
money. Fashion marketing or the companys interior designer has been given a job to make their
store look more appealing to the people. For instance, in the case of Urth Caff the company
makes sure that the merchandise close so that the customers could grab it right away. The feeling
of holding the item or being able to smell it gives it a sense of belonging. The way the
merchandise is set up with colorful jars and mugs makes people want to buy it because they are
attracted to it. Also, the music being played and friendly employees makes them feel comfortable
and makes people stay there for long hours, causing it to always be busy and full. Every Urth
Caff, just like any other restaurant, has something unique. Sahllom Berkman and Jilla, his wife,
owners of Urth, speak of having their business online selling organic coffee that came from
South Africa it was a small business that has now made something great (Luna). The owners also
talk about making sure that every Caf has a special spot working with the space one at a time
and if it is not what they are looking for they will not build it (Boessenkool). The space this

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restaurant built is so different, and since people like different it has made it easier to bring people
in.
The spacing in restaurants have made a big change for the world. The way companies
decided what they want to bring in and how much they want to sell things for goes with what
they have to show to the customers. The way the restaurant is also set up can help people
imagine what type of people normally go there. Typically, areas that are nicer and have a
luxurious place bring in the wealthier people and more popularity. As for something not as well
known brings in everyone else leaving them as small food companies. Food companies also
make sure they have a large number of people. They have to make sure that the customer is
satisfied. They are three things restaurants do to bring in people being giving a good first
impression, perceptions, and spending per minute (Kimes & Robson, 2004). The companies
make sure they stay on track and try to bring in a lot of money. The space that they have been
given needs to be incorporated with this because companies need to know what they are working
with. Food industries have to preplan how they want things set up and if it is going to either
bring in the money or ruin them.
Although, theses are three things that restaurants use to strategize how they will bring the
money in, impressions has the biggest impact on the space being used. The way something being
presented needs to make the customer want to come back. The customer needs to feel easy and
makes sure that everything is clean and effortless so that they can enjoy their time and want to
come back (Rocha). The space also needs to have a story, people love knowing how things came
about and how the owner thought of what they have created today. The customer in the space is
in needs to feel that they are important. The more they feel like they are being helped and
satisfied the more they will want to come and tell others about it.

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The space in any places says a lot about where they began. Restaurants are shown in their
size and the number of people brought in. The companies are doing well if they have a lot of
people and attraction to it. These restaurants show what they are attracted when people are inside
waiting for a seat or are already seated customers notice what makes the restaurant what it has
come to be today. There are many things that bring a restaurant to where it is today the restaurant
has a great way in having it well known so that they can succeed. Every restaurant influences
other restaurants when it comes to competition they all want to make it big. Every restaurant
wants to be known and wants to keep expanding so that they can keep doing well and grow in
their own way. Not only does the space inside make the customers feel good, but the employees
as well. The employees need to like the area they are in so they can keep going and working for
the company that they do. The space around affects everyone it can either break or make a
restaurant.

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Work Cited
Boessenkool,Antonie.HowLagunaBeachshistoricCottagebecame
UrthCaff.Ocregister.com,Collection,n.d.Web.27Aug.2015
Luna,Nancy.UrthCaffe,aL.A.Caffrequentedbycelebrities,openssoonin
LagunaBeach.Ocregister.com,Collection,n.d.Web.15.Jan.2016
Rocha,Cecilia.Howdoesthedesignoffastcasualfoodrestaurantimpact
customerssatisfaction?2010.Print.
Robson,S.K.A.,& Kimes,S.E.(2007,September).Examiningtheeffectsoffull
spectrumlightinginarestaurant.TheCenterforHospitalityResearch,7(12).
RetrievedDecember6,2008,from
http://www.hotelschool.comell.edu/chr/pdf/showpdf/chr/research/robsonposting3.
pdf

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