Using Scents As Marketing?

People have different ways of deciding where to eat:

  • convenience (that’s me)
  • price
  • food quality
  • service
  • length of queue (if you’re Singaporean)

How about scent/smell of the place as you pass it?

There’s this eatery tucked away at Serene Centre and I swear we’ve eaten everywhere in the building, but that place. Two nights ago, we walked past fully intending to go somewhere else for dinner, but the aroma coming out of it was superb and we decided to give it a try. True enough the food was excellent.

I like food, but I’m nowhere near the foodie that Amelia is. So naturally this tale takes on a more marketing/advertising perspective for me. How much does the smell come into play when you decide to eat? Granted, it’s not a typical foodie metric, but it seemed to work in this case, right? I gotta look for other instances where restaurant aromas have translated into positive word of mouth.

One aspect where the restaurant’s branding didn’t quite work out: I remember the smell but not the name of the place, so sadly my directions can be no more specific than “the corner of Serene Centre, opposite the videogame store”. oh the irony.

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3 Responses to “Using Scents As Marketing?”

  1. the fiancee Says:

    just the other day, was at bqbar having drinks when there was this lovely smell of bbq-ed meat. turned around, saw it was a korean restaurant and because it smells so good, we’re off for dinner there next week! -psyched-

  2. wanlyn Says:

    Bearing in mind that “the corner of Serene Centre, opposite the videogame store” eatery has an estimated seating capacity of 20, perhaps it is wary of attracting more customers than it can hold, hence the overall more covert stance on branding.

    As its name suggests, almost every facet of French Bistro “La Petite Cuisine” ( ☺ ) runs on a Petit branding concept – smallish and no-frills. It provides “simple French fare with a feather-light touch” in portions that are smaller than the norm. Building on the same no-frills concept, LPC is tucked in a pretty obscure corner of Serene Centre, has rustic and simple designs and layout, runs on semi-selfservice, and serves some of its food in plastic ware. The covert mktg/branding is perhaps perpetuated by the fact tt it caters quite specifically to its nearby Bt timah regulars who go coz they like the feel of the place.

    At the risk of venturing into curiousfoodie’s turf =p and deviating from blog-medium .. here’s more info on LPC – http://wineanddine.asiaone.com/Wine%252CDine+%2526+Unwind/Reviews/Story/A1Story20070822-22771.html

  3. Daryl Tay Says:

    @fiancee: it works!!!!

    @wanlyn: thanks for the thoughts =)

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