Short answer
Designers and restaurateurs should focus on perfecting the taste and smell of their offerings, as these are the primary drivers of customer attraction in traditional dining contexts.
- Field
- User-Centred Design
- Source
- Advances in Hospitality and Tourism Research (AHTR) (2025)
- Method
- Hybrid analytical technique (PLS-SEM and fs-QCA)
- Sample
- 352 participants
- Evidence
- Strong effect
The taste and smell of food are more influential in attracting customers to traditional restaurants than visual or auditory elements. This user-centred design research insight is drawn from a 2025 study published in Advances in Hospitality and Tourism Research (AHTR). Using Hybrid analytical technique (pls-sem and fs-qca) with 352 participants, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Designers and restaurateurs should focus on perfecting the taste and smell of their offerings, as these are the primary drivers of customer attraction in traditional dining contexts.
Gustatory and Olfactory Cues Drive Restaurant Appeal More Than Visuals
The taste and smell of food are more influential in attracting customers to traditional restaurants than visual or auditory elements.
Advances in Hospitality and Tourism Research (AHTR) · 2025
Key Findings
- 01Gustatory, olfaction, and haptic signals significantly increase customer attractiveness.
- 02Visual and auditory signals have a lesser influence on customer desirability.
- 03Specific combinations of sensory signals are identified as optimal for enhancing customer appeal.
Application
Design takeaway
Designers and restaurateurs should focus on perfecting the taste and smell of their offerings, as these are the primary drivers of customer attraction in traditional dining contexts.
How to apply
When designing or redesigning a traditional restaurant, conduct taste-testing and aroma profiling sessions with target users to optimize these sensory elements before focusing on visual aesthetics.
Project actions
- 01When researching a product or service, consider all sensory inputs a user might experience.
- 02Think about how to measure the impact of different sensory elements on user preference or behavior.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Utilizes a robust hybrid analytical method (PLS-SEM and fs-QCA) for comprehensive analysis.
- +Focuses on a specific, under-researched niche (traditional heritage dining).
Limitations
It can be challenging to isolate the effect of a single sense, as they often work in combination. Consumer preferences for sensory experiences can be highly subjective.
Reliability & validity
The use of established statistical methods like PLS-SEM and fs-QCA suggests good internal reliability and construct validity. External validity might be limited due to the specific context of the study.
Think critically
To what extent do these findings apply to modern, fast-casual dining environments where visual presentation and speed of service might be prioritized over nuanced taste and aroma?
Design Principles
"Prioritize core sensory experiences (taste, smell) over secondary ones (sight, sound) when designing for traditional culinary environments."
Understanding which sensory inputs most strongly influence customer perception allows designers and restaurateurs to strategically allocate resources. Focusing on authentic flavors and appealing aromas can lead to a more impactful and memorable dining experience, directly impacting customer satisfaction and return visits.
What This Means for Your Design
For traditional restaurants, what food tastes like and smells like is more important for attracting customers than how it looks or sounds.
How to use in your project
- 1.Use this research to justify focusing on specific sensory aspects of your design project, such as material texture or scent profiles, rather than solely visual appeal.
Add to My Project
Quick Cite
Paragraph starter
Research indicates that in traditional dining settings, gustatory and olfactory cues are significantly more influential in attracting customers than visual or auditory stimuli. This suggests that design efforts should prioritize the development of authentic flavors and appealing aromas to enhance customer desirability and overall experience.
Source
Advances in Hospitality and Tourism Research (AHTR)
From Aroma to Ambience: Leveraging Sensory Marketing in Traditional Restaurants
journal · 2025
View sourceQuestions About This Research
- What does the research say about gustatory and olfactory cues drive restaurant appeal more than visuals?
- Designers and restaurateurs should focus on perfecting the taste and smell of their offerings, as these are the primary drivers of customer attraction in traditional dining contexts. Evidence: Advances in Hospitality and Tourism Research (AHTR) (2025).
- Why does "Gustatory and Olfactory Cues Drive Restaurant Appeal More Than Visuals" matter for design?
- Understanding which sensory inputs most strongly influence customer perception allows designers and restaurateurs to strategically allocate resources. Focusing on authentic flavors and appealing aromas can lead to a more impactful and memorable dining experience, directly impacting customer satisfaction and return visits.
- How can designers apply this research?
- Designers and restaurateurs should focus on perfecting the taste and smell of their offerings, as these are the primary drivers of customer attraction in traditional dining contexts.
- What were the main findings?
- Gustatory, olfaction, and haptic signals significantly increase customer attractiveness.. Visual and auditory signals have a lesser influence on customer desirability.. Specific combinations of sensory signals are identified as optimal for enhancing customer appeal.
- What research method was used?
- Hybrid analytical technique (PLS-SEM and fs-QCA) with 352 participants.
- How strong is the evidence?
- Evidence strength is rated Strong effect, based on a 2025 journal from Advances in Hospitality and Tourism Research (AHTR).
- What should I do differently in my next project?
- When designing or redesigning a traditional restaurant, conduct taste-testing and aroma profiling sessions with target users to optimize these sensory elements before focusing on visual aesthetics.
- What are the limitations?
- The study focused on traditional heritage dining places, so findings may not generalize to all restaurant types. The influence of cultural context on sensory perception was not deeply explored.