In this episode, I talk with Dr. Anil Bilgihan from Florida Atlantic University about his recent research about how to use smells to enhance the guest experience.

Guests:

Dr. Anil Bilgihan - https://www.linkedin.com/in/anil-bilgihan-70214320/

Article link: https://www.emerald.com/insight/content/doi/10.1108/IJCHM-06-2020-0637/full/html

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Your host

Nathan’s LinkedIn - https://www.linkedin.com/in/nathan-jarvis-82ab719/

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00:00 Welcome

00:57 This episode

01:34 Guest introduction

02:30 30,000 ft viewpoint

03:51 Is scent marketing new?

04:30 The new car smell

06:14 Restaurant examples of scent marketing

08:30 Not just a smell, a smell that lines up with the brand

09:13 Theory of cognitive balance

11:41 Atmospherics

13:28 Why did you study these variables?

14:52 Determining if a smell is congruent with a brand

17:04 Getting guests to rate scent congruence

20:07 Anti-cafe study

21:53 Study inside anti-cafe

23:23 Scents and time / money spent

24:49 What's next for this research?

27:46 What would you do if you were running a restaurant?

28:00 How the best scents might change

30:18 Recap

31:10 Other suggestions

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Thanks to @StreamBeatsbyHarrisHeller

Tracks “Rehearsal” and “Oxnard” from Groove

#restaurantrelevance #scentmarketing #restaurantmanagement

Please note that this podcast is distinct from Dr. Nathan Jarvis’s teaching and research roles with the University of Houston. As with all academic research, data is contextual and designed to provide ideas for operators. However, no guarantees can be made for its effectiveness, etc. Restaurant Relevance – the Podcast, its employees, guests and affiliates assume no liability for the application of the information discussed.