Our sensory organs are active all the time. Even when we are asleep. Whatever we see, hear, smell & touch is directly proportional to what we understand about it. Whether it is the music we listen to, clothes we shop for, & food we eat. In fact, you would be surprised to know that our senses are highly active when we are eating! Our senses are active & dancing with the sight, aroma, texture & taste of the food we are eating!
Most restaurant owners have no idea how they can use their customers’ senses to their own advantage. They are unaware of the ways to subtly enhance the customers’ dining experience & even urge them to eat more! Engaging different senses to appeal to customers is an effective marketing tool used by businesses. As a restaurant owner, working on creating a multi-sensory dining experience can do wonders for you!
If you are wondering how you can curate a multi-sensory dining experience for your customers, then keep reading!
What Is A Sensory Experience?
A sensory experience means any experience that stimulates your senses. The fragrance of the rose, the sound of a sitar, and the touch of a feather, all create a sensory experience.
If you are a restaurateur wondering how to employ sensory marketing, this blog is just the place for you! Multi-sensory marketing includes engaging with different senses (smell, sound, sight, touch and taste) to sell a product. According to a study, sensory marketing has a positive experience on sales; sales increased by 10% during the sensory marketing trial.
How To Create A Multi-Sensory Dining Experience?
When it comes to a good customer experience, restaurants generally focus on their taste and ambience. However, a wholesome restaurant dining experience includes comfortable seating, tempting smell and pleasant sound, amongst other things. Let’s explore them in some detail!
1. Activate Their Sense Of Smell
Imagine the smell of freshly baked cake or the aroma of freshly brewed coffee. Now think about how these places create a tempting aromatic experience to seal the deal. We are tempted to buy the product because of how good it smells. Restaurants often pump out these scents to attract customers.
Walk past a Subway outlet, and you will be lured by the delicious fragrance of their freshly baked bread!
For a unique aromatic experience, scents can be established differently, like by controlling the pressure correctly. The kitchen has to be negatively pressurized, letting the air enter rather than escape. In contrast, your dining area has to be positively pressured, allowing air to leave the space. This system prevents the dining room from becoming an overwhelming space with multiple scents coming from different meals and lets the conditioned air move out of the restaurant when someone opens the door.
2. Use Sounds To Your Advantage
Creating a great surround sound experience as soon as your customers walk into your restaurant cuts them from the outside world. This way, you immediately have their focus! Everything inside your restaurant would get your customers’ undivided attention.
You can do this by buying an amazing music system or by hiring live performers. The soothing & quiet ambience you provide for a romantic or intimate dining experience can attract more customers & earn their loyalty. Different sound settings work for different restaurants. You must figure out the music that goes with your restaurant’s concept and target audience to appeal to this sensory experience.
3. Please Their Sight
More and more restaurants are focusing on the food’s presentation, embracing open kitchen concepts, and designing beautiful interiors to enhance their customers’ dining experience by engaging this sensory organ. Some cultural phrases like “you eat with your eyes” depict how vital this sensory experience is for customers. Other instances of engaging the sense of sight include:
- Adjust your lighting
- Picking up the right colours & ambience for your restaurant
- Add delicious pictures to your menu card
- Avoid any clutter in your dining space that could hinder the overall experience
Did you know that the eyes are the fastest muscle in our body!
4. The Sense Of Touch
Customers experience the sense of touch in different ways, from the feel of the dishes they use to the perception of the space they get in your restaurant. An overall dining experience is massively affected by how they feel sitting in your dining room. The furniture and seating arrangement has to go with the concept of your restaurant. An open-air setting may work for your restaurant as a fine-dine restaurant, while in a fast-food chain, a more communal experience could be your thing.
Something as unimportant & neglected as the fabric of your table napkin, the quality of your cutlery, and the cushioning of your seating arrangement can heavily affect your restaurant business!
5. Please Their Taste Buds
This one is arguably the most crucial one for a restaurant owner. You already realize the importance of a delicious meal as a restaurateur; however, there are still additional options to explore when using this sensory experience. Offering free samples to hook your customers for more, providing seasonal and a variety of flavours, and paying extra attention to serving the food at the right temperature can make the eating experience even better.
Putting efforts into otherwise ignored sensory experiences could be just what your restaurant needs! Think carefully about the aroma, music, and visuals that go with your restaurant; implement them and watch the customers enjoy the experience even more.
We hope you find this blog valuable in your restaurant business! Follow us on Instagram and subscribe to our newsletter for regular F&B industry updates!