In a talk he gave at the National Restaurant Association convention in 1965, restaurant designer Richard Kramer observed that “Eating and drinking are anxiety-evoking situations that reduce man’s independence and make him regress to a child-like dependency.” Going into a restaurant made him feel “angry because he is hungry and also dependent on someone else to feed him.”
I find it so interesting how he linked anxiety and anger, not to mention restaurants and anger.
He applied this mostly to men. By contrast, I would think most women then would have felt grateful and relaxed when going to a restaurant because someone else would be doing the cooking and clean up.
Kramer, who said he had studied psychology and psychotherapy, had a very successful career as a restaurant designer and founder of Integrated Design Associates in Los Angeles in the 1960s. The company continued in business long after he retired in the 1980s. IDA won 6 of 19 awards given by a national magazine in 1964, two of them for the restaurant El Gaucho in Beverly Hills’ Wilshire House [shown above].
In addition to El Gaucho, IDA’s clients included Hyatt Hotels, a couple of Playboy Clubs, the Balboa Bay Club, Chez Voltaire in the Beverly Hills Rodeo Hotel, the Little Corporal in Chicago, Quivira Inn in San Diego, Dobbs Houses at the Dallas/Fort Worth Airport, eating facilities in the Air Resort Hotel in Fresno and the Friendship International Airport in Baltimore, The Lodge of the Four Seasons in Missouri’s Ozarks, and a number of western Sirloin Pits.
After reading Kramer’s approach to design I could only wonder what his interiors looked like. Although I could find very few images of restaurants he designed, I noticed that he seemed to like to use the color red, a color that has been linked strongly to mid-century restaurants especially attractive to male diners. I was surprised when I saw the red interiors, mainly because I don’t see redness as soothing. But perhaps the role of red in restaurant decor was to suggest luxury more than to soothe an anxious, angry diner. [above: Chez Voltaire]
His observations were that people eating in restaurants “want to be taken care of in a basic psychological sense.” They choose restaurants that make them “feel secure.” But he was also aware that a restaurant had to present a sense of luxury if guests were to “enhance their status and bolster their egos.” He wrote that “The designers’ task was to find a balance between extravagant formality and boring familiarity.” Otherwise their interiors might fail to “activate a buying mood.” Another hazard was that the diner might decide that a restaurant served bad food, according to Kramer, who declared, “To any angry, anxious person, the best food can have no taste except bad.”
Who knew that the stakes in restaurant design were so high?
© Jan Whitaker, 2025
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Restaurant-ing through history 