Aromamarketing for cafes, restaurants, bars
Do you think marketing can cover the technical problems of restaurants, food courts, cafes or bars? It would seem that these are two different stories: brand promotion and elimination of production flaws. What about a unique approach that simultaneously increases sales, builds your audience, and, at the same time, helps make your establishment better?
It sounds like a fantasy, but in fact there is such a tool, and this is aroma marketing.
Using aromatization for a cafe, you can:
1) Improve the customer’s perception of the dish by an average of 8%;
2) Convince the visitor to visit the restaurant even before he/she sees the sign or street menu;
3) Improve his/her mood and, thus, the perception of the establishment, which means – to get positive feedback;
4) Increase the duration of the client’s stay in the cafe, and, accordingly, his average check;
5) Aromas for the restaurant mask unpleasant smells and smells of the kitchen;
6) The aromatization of the cafe premises allows you to zone the space, not only defining a clearer seating of guests, but even helping to control what exactly they order.
Why does it work and what is so unusual about fragrances? It’s all about the simultaneous influence of smells on human psychophysiology. When we breathe in particles of the scent, the information received is processed by the limbic system of the brain. It, in turn, is responsible for the formation of motivation, emotions, behavior, affects sleep and even the desire to cognize reality. As a result, scent can change our wants and needs, so it can be used purposefully to control the mood of others. In addition, smells themselves are very closely related to our memory – both pleasant and unpleasant are associated by the brain with certain events. For example, a person in childhood loved to play football, and after the match he/she drank soda. Then the composition of the aromas of freshly cut grass, damp earth and sweet water, even in adulthood, will cause him/her pleasant experiences, changing his/her mood, and more chances that he/she will agree to a purchase or a service. Of course, the memories themselves are individual, but almost everyone has common intersections. Baking and spices, flowers and fruits, leather and woody smells – all of them are somehow in our memory.
But just spraying flavors to attract customers to a cafe is not enough, it is important to take into account all the nuances of the aroma design of such a space. That is why olfactory specialists are involved – business experts in the field of perfumery, psychology, marketing. The synergy of their knowledge allows you to develop a fragrance together with the brand owners, determine the expected results, integrate it correctly and maintain the desired effect in the future. By the way, integration is not only the aromatization of a bar or restaurant, but also, for example, the production of souvenir aromatic products or printing. A systematic approach is very important, because the scent has a huge marketing potential, here you need to use every opportunity. More specifically, the benefits of aroma marketing in a restaurant or any other food and drink establishment, the first is to increase revenue per check. It is scientifically proven that in a perfumed space, people are more likely to buy and pay more. For example, a study by Martin Lindstrom and Philip Kotler gives the following figures: if you fill the room with a pleasant smell, 84% of visitors will agree to buy, and will also be willing to pay 10-15% more. In the case of establishments, these numbers work the same way.
If the space is filled with a pleasant aroma, which was selected by the integration expert, then the client can order more expensive dishes, thus increasing his receipt. In addition, the flavoring of restaurants changes the perception of time: on average, a person spends 50% longer there, but does not notice it.
We already wrote above that with the help of smells you can attract new visitors, the aroma will work as a kind of signboard. For example, in Orlando (USA), the Hard Rock Café uses a café fragrance right in the lobby. That is, in fact, it is not the space of the establishment that is flavored, but the entrance area. People smell sugar cookies and waffle cups, then they notice the sign, the limbic system is activated, the pleasure centers start to work – the customer buys ice cream. Overall, this aromatization boosted sales by 45%.
In another example, ScentAndrea used chocolate-flavored strips in bar vending machines, tripling sales! And according to research by the Scent Marketing Institute, flavoring stores with the smell of fresh bread also increases sales by an average of 300%.
Finally, remember the main pain of all food industry owners – kitchen smells. Whatever ventilation system is installed, even the most powerful hoods cannot completely eliminate cooking odors or even waste. Aromatization for a restaurant simply overrides them, not only eliminating the negative impact on customers who potentially leave earlier, but also vice versa – encouraging them to stay longer indoors.
We should also mention the nuances of the aromatization of bars. The fact is that cocktails and alcoholic beverages in general have a rich aroma in themselves. Accordingly, certain associations are built: viscous woody notes of whiskey, fruity-floral notes of wine or coniferous aromas of gin. This means that by flavoring the space with a certain composition, you can stimulate visitors to choose specific items from the menu.
In Ukraine, for the time being, aroma marketing for cafes is rather something exotic and unusual, so the sooner you want to implement such a system at home, the more advantages you will get over your competitors. Well, a team of specialists from Ol.factory is ready to start working with you today: we provide a full package of services for the development, integration and support of aromatization.
We are waiting for your questions and applications to firstname.lastname@example.org to embody the emotions and feelings of your brand through the aroma!