The truth is that there is almost nothing new about the notion of sensory marketing, except that most of the time, restaurants don’t take full advantage of it. Surely, there are some new additions to the plate, such as how the combination of creativity and technology has created an impact lately. But, in essence, reneging on the basic principles is worth contemplating for a minute.
To start, we can say that sensory marketing helps restaurants create a unique and memorable customer journey. By engaging all five senses and engaging customers on a deeper emotional level, sensory marketing becomes an effective tool for creating an unforgettable dining experience.
When it comes to sight, restaurants can use lighting, decor, and plating to create a visually appealing atmosphere. This technique will increase brand awareness and positive word-of-mouth, increasing revenue and a thriving business. Additionally, by incorporating sensory marketing into their restaurant branding and marketing strategy, restaurants can create a visual journey that appeals to customers’ emotions, resulting in increased customer loyalty and a successful business.
Sound is another important factor in sensory marketing. Restaurants can use music and ambient noise to set the mood and create a pleasant auditory experience. The right music can create an inviting and relaxing atmosphere, while the sound of sizzling or clinking glasses can create a sense of excitement and energy.
The smell is a powerful ingredient in your sensory marketing strategy. Aromas from freshly baked bread or coffee roasting can captivate customers’ sense of smell, creating an inviting and cozy restaurant environment. Also, you can use scented candles, essential oils, and scent diffusers in specific areas such as lobbies and common (waiting) areas to help create a more ‘ambient’ atmosphere for the non-dining areas and add another relaxing dimension.
The sense of taste is an essential component of a restaurant customer journey. From the ingredients used to the dish’s presentation, restaurants can use sensory marketing to enhance the flavors and create a unique taste experience for their customers. As a result, restaurants can take customers on a sensory adventure, leaving them happy, satisfied, and eager to return. For example, pairing dishes with the right wine or other beverages or offering complimentary samples allows customers to try new flavors and combinations that become memorable.
When it comes to touch, most restaurants overlook its impact on customers. From the texture of the plates to the feel of the chairs, every aspect of touch can impact the customer’s perception of the restaurant. For example, unique textures in the form of plates or serving dishes can create a tactile experience that leaves a lasting impression on customers. At the same time, restaurants can incorporate different fabrics and materials in the decor and furniture to create a comfortable and inviting atmosphere that appeals to the sense of touch. Customers experiencing satisfying tactile interactions at restaurants can develop an emotional bond between themselves and the establishment, leading to prosperous businesses with increased customer loyalty.
Clearly, sensory marketing is a powerful technique that restaurants can use to create memorable impressions, increase customer loyalty and revenue, and build a thriving business that your customers will love.
Don’t hesitate to try out new and innovative ways to incorporate sensory marketing into your restaurant, and always remember to prioritize the customer’s experience above all else.