How to apply sensory marketing in themed restaurants?

Since the visual is a themed restaurant, it must be able to highlight its own theme at first glance to distinguish it from other restaurants. This requires in-depth thinking in terms of colors, patterns, and materials.

On the signboard logo, you should also highlight your independent temperament and characteristics.

For example, the visual impact of Beijing's atmosphere echoes its own meaning very well. Very atmospheric and rough. It gives people the feeling of being a bold northern man.

The auditory sense should not be too fast-paced, otherwise it will make people feel that the meal is very rushed. Very uncomfortable.

When the sense of touch enters the restaurant, all the customers can touch is the menu, the tables, the chairs, the cutlery. This requires a lot of effort in these areas. For example, tables and chairs must be made of materials that are friendly – wood and velvet are excellent materials. Cutlery gripping is effortless.

Chopsticks, in particular, should not slip when held. Not sticky. You can't roll around when you're placed!

Some Korean restaurants must be criticized here, chopsticks are very peculiar. It's not easy to put and it's not easy to pick up vegetables!

You can put some incense on your nose, but pay attention to the smell and make a list. If it is too strong, it will affect the aroma of the dish itself. But it's worth noting that incense must be put in the restroom. Otherwise, the customer would have come in happily, but ended up going to the bathroom with no interest.

Since the sense of taste is a restaurant, I won't talk about this.

I am Li Peipei, 8 years of real estate marketing planning practice, the most professional real estate planner with 100 questions and answers. Able to explain in simple terms, clearly, accurately and directly answer marketing knowledge. Don't talk empty words, lie official words, don't fool, don't be ambiguous.

1. Visual merchandising strategy. In today's increasingly homogenization trend of theme restaurants, in the era of personalized demand marketing. The look and color of the themed restaurant is the focus of the competition.

Because color and appearance are often the first impression of things through vision, often the first impression can determine the consumer's purchase behavior.

Nowadays, many large themed restaurants pay great attention to the visual design of the exterior. It not only directly stimulates consumers' desire to buy, but also has a good visual extension effect. Under the strong impact of internal and external vision, it often brings more consumers, which brings a lot of profits to the theme restaurant.

Color and appearance, as the most important external characteristics of a brand, are an irreplaceable universal language.

Visual merchandising strategies are widely used in large-scale themed restaurants.

2. Auditory Marketing Strategy Listening not only helps us identify things, but also affects our emotions. Listening to a sweet and playful female voice and a crisp accompaniment of the music box version in the hot summer weather will immediately soothe your hot mood and make you want to go in for a cold drink.

Accompanied by soothing music, our appetite also seems to get better when we eat. The auditory impact of music is different in different fields. With sound and music as a backdrop, they can create value in a themed restaurant.

The philosopher Robles argued: "Background music brings about a harmonious unity of micro-activity in the world. "It relaxes, it makes people anxious, it makes people happy, it makes people sad.

Therefore, themed restaurants should be careful in choosing advertising music and background music to bring themselves a lot of profits.

Sensory marketing refers to a marketing model in which enterprises make full use of the human senses' senses of sight, hearing, smell, taste and touch to influence consumer behavior, so as to effectively mobilize consumers' desire to buy.

Sensory marketing is also often used in themed restaurants. The theme restaurant referred to here refers to a restaurant with a distinct theme and personality, including special dishes, decoration, environment, service, cultural atmosphere, etc. Common ones include nostalgia, characters, ethnicities, dolls, sports, farms, etc.

A themed restaurant is impressive, not just because of a particular dish, but through the senses of sight, sound, smell, taste, and touch, giving him an overall feeling.

1. Vision: overall decoration style, walls, tables and chairs, tableware, ornaments, menus, waiter attire, lighting, etc. Many theme restaurants rely on decoration to reflect their characteristics, such as the nostalgic style of the post-80s, Kumamon card ventilation, exotic style, etc., which can bring the greatest impact to people and determine the overall feeling of the restaurant to a large extent.

3. Sense of smell: the taste of food or drink, such as the spicy taste of hot pot, the sour taste of sauerkraut fish, etc.

4. Taste: special sauces, side dishes, soup bases, special sour, spicy, bitter, sweet and salty, etc., such as the sweetness of Hangzhou cuisine, the tenderness of Beijing roast duck, the milky fragrance of coconut chicken, etc. For a restaurant, taste is the most important thing, if the food is not delicious, no matter how good the environment is, users will not necessarily pay.

The taste that consumers will never forget is the key to success.

5. Touch: tableware, paper towels, tables and chairs, etc., things that consumers can reach. The comfort of the stool is also very important for a theme restaurant.

If a themed restaurant can make full use of people's senses and make consumers feel that the environment is good, the taste is good, and the atmosphere is good, then it will be more likely that consumers will come back to consume.

At the same time, a good environment and dishes will also trigger users to actively spread, after all, now is an era of "show", when you meet a good store, you must send a circle of friends!

Sensory marketing is easy to understand, which is nothing more than the comprehensive use of sight, hearing, smell, taste, and touch, so that customers can achieve satisfaction and generate consumption behavior. This kind of comprehensive use can be to mobilize several senses at the same time, or it can be to mobilize different senses in an orderly manner, no matter how it is handled, it must be achieved to achieve mutual integration and promotion, coordination and comfort, or give customers enough stimulation, and finally make people willing to pay for it.

Since it is a theme restaurant, another special point is the "theme", which can make customers more focused on stimulation and focus on it, and it is easier to capture people's curiosity and fascination with something.

1) Make dreams come true. For example, Hello Kitty-themed restaurants or cafes will capture the cute characteristics of cartoon characters and create a pink and tender feeling everywhere, creating a dream dating destination for young girls. Other cartoon character themed cafes are similar, which is why Disneyland has been so successful, and that is to bring the fairytale world to life!

Not only in the story, in the cartoon, in the imagination, that kingdom is in your life, in reality, in the place where you can reach it, you can see it, you can touch it, you can really feel it.

2) Let the scene be restored. For example, the Friends theme restaurant really restores the classic scenes in the movie, and the layout and furniture are the same as in the movie. Most of these movie-themed restaurants rely on the setting to attract movie fans.

There are also the people's commune canteen, post-80s theme restaurants, etc., which restore the sense of the era.

3) The main points of the theme restaurant: through the listing of the theme, restore and reproduce, arouse associations, and arouse the memory and resonance of customers. Seeing familiar scenes, characters, posters, layouts, and hearing familiar music, BGM, and songs, the higher the degree of restoration, the more satisfied customers will be.

Or the more items on a certain theme are collected, the more sought after by enthusiasts.

In order to enhance the customer experience, theme restaurants must make a fuss about sensory marketing, so that all aspects of the details are interlinked with the theme of the restaurant, including sight, hearing, smell, touch, etc., I have personally experienced the sensory marketing of several theme restaurants, and they impressed me deeply.

The most important thing in sensory marketing is visual, which is the lifeblood of a themed restaurant in addition to the taste of food.

The visual includes the decoration, embellishment, layout, tone, lighting and other visible things of the theme restaurant, which are all visible to customers at first sight, so they must be closely connected with the theme of the restaurant, so that customers want to come in and explore after seeing the appearance of the restaurant.

There is a garden restaurant that I still admire. There are not many seats in the whole restaurant, and there are no private rooms, and the tables are separated by flowers and potted plants, like an impermeable barrier. Being in the midst of the plants makes you feel like you've arrived in the jungle in an instant, and it's a very pleasant feeling.

The garden restaurant I've been to does a great job of this, and as soon as you enter the restaurant, you can see not only the flowers and green leaves, but also the endless sound of birdsong, mixed with the sound of birds taking off and flapping their wings. Listening to the music, a picture of a bird already appeared in my mind.

In addition, sensory marketing should also pay attention to the customer's sense of smell and touch, such as what perfume is more suitable for use in the restaurant, which hard wooden chair or soft sofa is better to set off the theme of the restaurant, and whether the tableware should be ceramic or glass. These are very detailed matters, but the theme restaurant must be paid attention to.

The above four aspects are all things that need to be considered in the sensory marketing of themed restaurants, and I think that if we can do this, we will definitely be able to bring a different sensory experience to customers.