Marketing that appeals to all senses extends beyond just audio and visual elements. While digital marketing is adept at targeting and reaching customers, it falls short in providing the tangible experience of being in a specific location or using a particular product. This is the domain where multisensory marketing significantly impacts the domain of restaurants and hospitality by enhancing customer experiences.
Digital technology has not yet mastered the replication of certain senses, such as the nuanced perception of smell and taste, or the complex sensations of touch. However, advancements are being made in areas like digital smell technology, which aims to transmit odors over the internet. Similarly, researchers are exploring ways to digitally replicate our senses, bringing us closer to experiencing smell, taste, and touch through technology. The concept of an Internet of Senses, which includes digital aroma, is also gaining traction.
We have not yet reached that point. These senses continue to elude the digital domain, requiring human involvement:
Scent
‘Scents generate threads of memory in the brain, which transports to the very first time the aroma was experienced.’
Air-Scent International
The significance of scent is often overlooked and many restaurants fail to leverage it. Some leading restaurant chains, however, have seen annual sales soar by over 40% by using fragrance boosters and scented billboards to lure customers. The aroma of food is a straightforward draw for customers and Spanish restaurateurs appear oblivious to it. The counterpart to attracting with scent is maintaining cleanliness in both the kitchen and premises, as foul odors are repellent.
Taste
‘The human tongue has up to 8,000 taste buds, implying that there are hundreds of thousands of receptor cells.’
Britannica
A single spoiled French fry can ruin the enjoyment of an entire basket. Similarly, a steak that fails to live up to its aromatic promise can result in negative reviews and the loss of customers. The taste is unforgettable and we hope to never experience it again. Taste is significantly affected by scent; if you pinch your nose the next time you eat, you’ll notice a distinct difference in taste.
Touch
‘When patrons touch food directly with their hands, they not only experience it as tastier and more satisfying, but they eat more of it.’
Science Daily
The sense of touch has broad applications. Whether diners use their hands or utensils, the crucial moment is when the food touches their palate. The experience should be a symphony of flavor and aroma. All senses work together to create the experience, rather than any single one in isolation.
Digital audiovisuals are ideal for crafting the desired ambiance. AI can adjust the tone to cater to your customers’ preferences.
Sound
‘Classical music has been shown to increase the enjoyment of wine, while pop music has been linked to an increased preference for sweet foods.’
Rightsify
The connection between music and dining needs no explanation; it is intuitive. Music has been intrinsically linked to dining experiences, likely since the dawn of time, enhancing the ambiance. Restaurants, bars, and clubs leverage the tempo and volume of music to influence customer behavior, realizing that faster music can lead to quicker – and increased – consumption. Hard Rock has adeptly harnessed music to attract a particular demographic, boasting 200 restaurants across 68 countries. This strategy is replicable for similar success. Audio is not limited to music.
Vision
‘Dim light decreases hunger and the desire to eat..’
Cambridge University Press
Light is linked to appetite-related hormones such as leptin and ghrelin, and it also affects melatonin, which controls appetite. Dim lighting often reduces hunger and the desire to eat, explaining why fast food chains opt for bright lighting. However, excessive lighting may not suit restaurants aiming for a more formal or romantic ambiance. Similarly, music plays a role; slow tempos combined with dim lighting encourage slower eating and reduced consumption, leading to higher menu prices.
Could You Benefit from Multisensory Marketing?
Creating the right multisensory environment leads to an increase in business volume and a strategy worth considering, especially for smaller restaurants. As it’s impossible to do this digitally . . .
If you’re in the Barcelona region, we’d love to visit your premises.