Snarf's Observations

                                                   The Cultural Experience of Snarf’s

Located on Evans Boulevard in Denver, Colorado Snarf’s is a small restaurant serving up primarily sandwiches and drinks. This restaurant is always cranking out their popular sandwiches and add alcohol to the mix for those who are of age. The proximity to the University of Denver campus and the atmosphere seem to attract a young, “hip” demographic. After an hour of observations on Thursday the 11^th from 12 pm to 1 pm it can be concluded that restaurants attempt to bridge the generational gap between parents and kids by combining activities that appeal to the youth and the feel of a new age, yet older restaurant. For Snarf’s in particular this seems to be the vibe attempting to combine the interests of DU students and their parents, who typically attended college in the 1980s. Also, based on this one time observation, Snarf’s does a very good job of capturing this particular vibe as a major observation was the demographic consisted of nearly all college age students with a few small groups of older patrons.

The restaurant attempted to capture an older restaurant vibe by playing the music of the 1980s. The music was played at a very loud volume, but one where the patrons could still talk. This seems to be important because the loud music projects a fun and lively atmosphere that attracts college-age kids while allowing the patrons to still converse. Music in restaurants is a fascinating phenomenon. We have all been to more upscale restaurants where the music is quite and typically classical. These two attributes are cited in two studies. The first determining that softer music will increase enjoyment and decrease the amount of food patrons eat.^1,2 Also a British study showed that when a restaurant played classical music the patrons were more willing to and spent more money than when other types of music were played. While this is not the case it can likely be explained by the culture of the restaurant. Snarf’s is not a restaurant worried about the calorie-cutting of the patrons and take out was a popular option. These two observations lead to the conclusion that Snarf’s is a restaurant trying to attract patrons who will stay when they hear the lively environment. Also, many of the customers were college students, a typically poor demographic. Therefore, the British study does not relate to Snarf’s as is trying to appeal mainly to the college students that live all around the establishment. As a typically poor demographic the sandwiches, the main commodity sold at the restaurant, are in the $5-$10 range. However, the money is attempted to be made in the addition of chips and a drink, including the alcohol at the bar. One observation that relates was that the majority of patrons, who ordered the full meal, sandwich with chips and a drink, were typically the older patrons. This is another aspect that appears to be attempting to close the generational gap.

While the music, vibrant colors, and youthful vibes are used to attract the older generation the restaurant also uses many specifics to appeal to the college students that live in the area. First, the workers are all of a similar age and when selling a commodity like sandwiches peers seem to buy from peers. Also, a bar was present and although this was not in much use at noon, at night times I have seen many people at the Snarf’s bar. This appeals to college age kids in the reality that they want to go to bars to hang out with friends and have a few drinks. Also, the few arcade games attract kids to come and have fun while waiting for their food to be made. Another aspect that likely appeals to both generations is the hand-made assembly line, similar to a Subway type restaurant, another sandwich shop very popular with the college generation. This relation to something familiar is very important for the business to invoke pathos of joy in the customers. Finally, the most important relation to the college age kids is the loud and lively atmosphere that was discussed above. Bridging the generational gap is difficult; however, it is an important aspect of Snarf’s

Another interesting, yet less prevalent cultural idea that was found at Snarf’s was the lack of diversity in food orders. While observing Snarf’s I noticed patrons had multiple choices on the menu however, sandwiches were the only meal that was chosen. This seemed to lead the management from Snarf’s to focus the restaurant on sandwiches. An understandable approach for a restaurant aiming to capitalize on college students and their wallets. The low cost, high quality and convenient sandwiches are very appealing to the college and post-college demographic that populates this portion of Denver. The conclusions that can be drawn from this occurrence deal with the management of restaurants and the attitudes of patrons. First, this shows the management of any restaurant will do what it can to capitalize on a favorite of the customers. In the case of Snarf’s the sandwiches are a big hit, therefore, the restaurant exploits the sandwiches over the other food items to make more money. Also, this works because of the patrons’ attitudes toward the sandwiches. Their favorability is what allows the management to focus on selling sandwiches instead of the other food products.

¹van Ittersum, Koert, and Brian Wansink. “Fast Food Restaurant Lighting and Music can Reduce Calorie Intake and Increase Sastisfaction^1,2.” Psychological Reports. 111.1 (2012): 228-232. Online.

²Wilson, Stephanie. “The Effect of Music on Perceived Atmosphere and Purchase Intentions in a Restaurant.” Psychology of Music. 31.1 (2003): 93-112. Online.