Sensory Symphony: The Unseen Art of Appetite Stimulation in Fast Food Marketing

Introduction

Fast food chains like McDonald’s and Subway have mastered the art of sensory marketing. They use colour, smell, decor, display, and menu design to stimulate hunger and encourage customers to order more than they initially planned. This article explores how these fast food giants leverage sensory cues to enhance customer experience and drive sales.?

The fast food industry is a highly competitive market, with brands vying for the attention and loyalty of millions of customers worldwide. To stand out and attract customers, these companies have turned to sensory marketing, a powerful strategy that engages the customers’ senses to influence their behaviour and perceptions.

?Sensory marketing involves the use of visual cues like colour and design, olfactory cues like smell, and even auditory cues like music and sound to create a unique and memorable customer experience. McDonald’s and Subway, two of the world’s most popular fast-food chains, have effectively used sensory marketing to their advantage.?

From the vibrant colours of their logos and interiors to the tantalizing smells wafting from their kitchens, these brands have created a sensory experience that not only attracts customers but also stimulates their appetite. The clever use of decor, display, and menu design further enhances this experience, subtly guiding customers to order more than they initially planned.?

This article attempts to delve into the fascinating world of sensory marketing in the fast food industry, focusing on how McDonald’s and Subway use these strategies to drive customer engagement and sales.

So whether you’re a student marketer looking to understand the power of sensory marketing or just a curious consumer like me, this exploration could provide certain insights into the subtle yet powerful tactics these fast food giants use to whet our appetites by opening up our wallets or in modern day terms -scan a QR code!

The Power of Colour

Colour is more than just a visual aid; it is a powerful psychological tool that can evoke emotions, stimulate appetite, and even influence our decisions. Fast food chains like McDonald’s and Subway have harnessed the power of colour to attract and engage customers.

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McDonald’s: Red and Yellow Stimulate Hunger

McDonald’s, one of the world’s most recognizable fast-food brands, uses a combination of red and yellow in its logo and store design. The colour red is known to stimulate and excite. It is even thought that the colour stimulates hunger. This could be why several other fast food brands also use these colours. Studies confirm that the sight of the yellow “M” amid a sea of red can actually stoke your hunger for fast food.?

The red colour in the McDonald’s logo and outlets stands out easily, making it highly visible even from a distance. It’s an energizing colour that grabs attention and is closely related to passion and energy. When we see red, we get an energy boost, similar to the feeling when we are ready to feast, and neurons fire up in the hypothalamus part of the brain.?

Subway: Green Signals Freshness

Subway, on the other hand, uses green in its logo and store design. Green is often used to signal health and restoration. By using green, Subway looks to convey the values of freshness which it has put at the core of its brand. The colour green is associated with nature and health, and it can evoke feelings of relaxation and well-being.?

When customers see the green Subway logo or walk into a green-themed Subway outlet, they are subconsciously reminded of fresh vegetables and healthy food options. This can make customers perceive the food as fresher and healthier, influencing them to choose Subway over other fast food options.

?The Psychology Behind Colour Choices

The psychology of colour is a complex field that examines how colour affects human behaviour and emotions. Different colours, hues, and tones bring up distinct associations that impact human mood and decision making. Colour psychology can vary depending on personal preferences and culture.?

In marketing, colour can impact how buyers perceive different brands and products, so it’s crucial to pick the tones that align with your business’s goals and target audience. For instance, because most people find the ocean and other bodies of water calming, the colour blue is often associated with feelings of tranquillity and stability.

?McDonald’s and Subway have strategically used colour psychology in their branding and store designs to stimulate appetite, convey their brand values, and influence customer behaviour. These colour choices are not random but are seen to be carefully selected based on their psychological effects on consumers.?

The Allure of Aroma

The sense of smell is closely linked to memory and emotion, making it a powerful tool for marketers. Fast food chains like McDonald’s and Subway have harnessed the power of aroma to create an enticing environment that stimulates appetite and enhances the overall dining experience.?

McDonald’s: The Irresistible Smell of Fries

McDonald’s, known worldwide for its fries, has leveraged the power of smell in its marketing strategy. The aroma of McDonald’s fries is distinctive and instantly recognizable. In fact, McDonald’s has even used scented billboards in the Netherlands that emit the aroma of warm french fries. These billboards were strategically placed near McDonald’s outlets, drawing in customers with the tantalizing smell.

?Research has shown that smell can evoke strong emotions and memories. The familiar scent of McDonald’s fries can trigger cravings and memories of past meals, encouraging customers to step in for a bite. This innovative use of scent marketing shows how McDonald’s uses sensory cues to create a unique and memorable brand experience.?

Subway: The Freshly Baked Bread Effect

Subway, on the other hand, has made the smell of freshly baked bread a key part of its brand identity. When customers walk into a Subway outlet, they are greeted with the enticing aroma of bread baking in the oven. This not only stimulates appetite but also reinforces Subway’s brand message of freshness and quality.

?The smell of freshly baked bread can evoke feelings of comfort and nostalgia. It can make customers perceive the food as fresher and more wholesome, influencing them to choose Subway over other fast food options. By using smell to create a positive and memorable dining experience, Subway has managed to distinguish itself in a competitive market.?

The Science of Scent Marketing

Scent marketing is a multi-million dollar industry dedicated to creating and enhancing smells for brands. It involves creating custom scents that evoke specific emotions and memories, reinforcing the brand message at an emotional level.?

Studies have shown that humans recall smells with 65% accuracy after a year, compared to only 50% visual recall after three months. This suggests that scents can create more lasting and memorable experiences for customers than visuals.?

In the world of olfactory marketing, brands are looking for new and innovative ways to stand out. One such way is olfactory marketing, an industry dedicated to creating and enhancing smells for big brands. From the classic smell of a new car to the inviting aroma of freshly baked cookies in a grocery store, olfactory marketing has become an important tool in advertising and branding.?

It would not be incorrect to assume that both McDonald’s and Subway have effectively used the power of aroma in their marketing strategies. By creating a unique and enticing sensory experience, they have managed to stimulate appetite, enhance customer satisfaction, and drive sales.

Decor and Ambience: Crafting the Perfect Dining Experience

The decor and ambience of a restaurant play a significant role in shaping the dining experience. Fast food chains like McDonald’s and Subway have carefully designed their interiors to create a welcoming and comfortable environment that enhances the overall customer experience.?

McDonald’s outlets are known for their bright and cheerful interiors. The use of vibrant colours, comfortable seating, and well-lit spaces creates a warm and inviting atmosphere that appeals to customers of all ages. The decor is typically simple and uncluttered, allowing customers to focus on the menu and the food.?

In addition to the physical decor, McDonald’s reportedly at certain locations if not all, at times, also pays attention to the auditory environment. The outlets often play upbeat music that adds to the lively and energetic atmosphere. This combination of visual and auditory elements contributes to the overall ambience, making customers feel relaxed and comfortable.?

Subway: Fresh and Modern

Subway, on the other hand, opts for a more modern and fresh look in its outlets. The use of green and yellow hues in the decor reinforces the brand’s commitment to freshness and health. The interiors are designed to be clean and minimalistic, reflecting the brand’s focus on quality and simplicity.?

Subway also uses lighting to enhance the dining experience. The outlets are well-lit, creating a bright and welcoming environment. The seating arrangements are designed to accommodate both individuals and groups, catering to a wide range of customers.?

The Impact of Decor and Ambience on Customer Behaviour

The decor and ambience of a restaurant can significantly influence customer behaviour. A well-designed and comfortable environment can make customers feel relaxed and enjoy their meal, encouraging them to stay longer and potentially order more.?

Moreover, the decor and ambience can also impact a customer’s perception of the brand. A clean and attractive interior can convey a sense of professionalism and quality, enhancing the brand’s image in the customer’s mind.?

It adds up to the fact that both McDonald’s and Subway have effectively used decor and ambience to enhance the dining experience and influence customer behaviour. By creating a welcoming and comfortable environment, they have managed to attract and retain customers, contributing to their success in the competitive fast-food industry.?

The intricacies of Menu Design and Display

The design and display of a restaurant’s menu can significantly influence customer behaviour. Fast food chains like McDonald’s and Subway have mastered the art of menu engineering, using various strategies to encourage customers to order more.?

McDonald’s: The Power of Bundling and Visibility

McDonald’s uses a technique known as ‘bundling’ to encourage customers to buy meal deals rather than individual items. By offering a burger, fries, and a drink at a lower combined price, McDonald’s can increase the amount customers spend while also simplifying the ordering process.?

In addition to bundling, McDonald’s also strategically places its most profitable items in the most visible parts of the menu. Even before customers reach the counter, they have a clear view of the menu, which is often displayed on big, easy-to-read boards or digital screens. This visibility can influence customers’ decisions and steer them towards certain items.?

Subway: The Appeal of Customization

Subway uses a different strategy. It allows customers to customize their sandwiches, giving them a sense of control over their meals. This can lead to customers adding more ingredients to their sandwiches, increasing the overall price.?

Subway’s menu is designed to guide customers through the process of building their sandwiches. It starts with the choice of bread, then the type of sandwich (meat, cheese, or veggie), and finally the choice of toppings and sauces. This step-by-step process not only makes ordering easier but also encourages customers to add more to their sandwiches.?

The Science Behind Menu Design and Display

Menu design and display is a science in itself, combining elements of psychology, marketing, and design. The goal is to guide customers’ eyes to specific items and influence their choices.?

Research has shown that customers often scan a menu in a specific pattern, starting from the top right corner. By placing high-profit items in these ‘hot spots’, restaurants can increase the likelihood of these items being ordered.?

Moreover, the use of photos of dishes on the menu can make the items more appealing and appetizing. Contrasting colours can make the dishes pop out on the page, creating an attractive visual effect.?

Fast food menus are typically designed to be simple and clear, with a focus on the food items and their prices. They are often designed to be simple, with the intent of making it easy for customers to identify the pricing and order quickly.?

It would not be incorrect to assume that both McDonald’s and Subway have effectively used menu design and display to influence customer behaviour and increase sales. By understanding how customers read and interact with the menu, these fast-food chains have been able to guide customers towards specific choices and encourage them to spend more.

Conclusion: The Sensory Symphony of Fast Food Marketing

Fast food chains like McDonald’s and Subway have turned the act of ordering food into a carefully orchestrated sensory experience. By understanding and leveraging the power of sensory cues, these companies have managed to influence customer behaviour, leading to increased sales and customer satisfaction.

The strategic use of colour in their branding and interiors is designed to evoke specific emotional responses and stimulate appetite. The tantalizing aroma of fries at McDonald’s or freshly baked bread at Subway can make customers’ mouths water even before they see the menu. The decor and ambience of these outlets are crafted to create a welcoming and comfortable environment that enhances the overall dining experience.

Moreover, the design and display of their menus are engineered to guide customers’ eyes to specific items, influence their choices, and encourage them to spend more. Whether it’s the bundling technique used by McDonald’s or the customization option offered by Subway, these strategies are aimed at increasing the average spend per customer.

However, as consumers, being aware of these strategies can help us make more informed decisions about our food choices. While these sensory marketing techniques enhance our dining experience, they can also lead us to order more than we initially planned. Therefore, the next time we walk into a fast food outlet, we can appreciate the sensory symphony at play while also being mindful of our choices.

In the end, the success of McDonald’s and Subway in the competitive fast food industry can be attributed not just to their tasty food offerings, but also to their mastery of sensory marketing. Their ability to create a unique and memorable sensory experience for their customers is a testament to the power of sensory marketing in influencing consumer behaviour and driving sales. It’s a fascinating field that continues to evolve, offering valuable insights for marketers and consumers alike.

Further suggested readings & research credits, bibliography for this literary piece

The Colour Psychology of Fast Food Joints That Makes Our Tongues Go Bananas | by Sanjeev Yadav | Publishous | Medium

Understanding Colour Psychology for Restaurants & Brands | by Ashley Anastasia Howell | Medium

How McDonald’s changed colors to fit countries’ norms (glocled.com)

McDonald's Cultural Adaptation: How Menus Differ in Different Countries (mcdonaldsneo.com)

Olfactory Cues of Restaurant Wait Staff Modulate Patrons’ Dining Experiences and Behavior - PMC (nih.gov)

CULA_111_Binder1.pdf (microsite-louis-prod.s3.amazonaws.com)

How these 23 brands are using colors in their logos to influence their customers | Business Insider India

McDonald's Colors Are Red and Yellow For a Reason — Eat This Not That

Color Psychology for Marketers: Brands' Success Stories and Best Practices - Tailwind Blog (tailwindapp.com)

Color Psychology: How To Use it in Marketing and Branding - The Hustle (hubspot.com)

Color Psychology in Marketing and Branding is All About Context (helpscout.com)

Color Psychology in Marketing: Influence and Strategy (digiquation.io)

You Smell That? How Big Brands Use the Science of Scent Marketing (thinkmarketingmagazine.com)

Subway Marketing Strategy 2024: A Case Study – TheBigMarketing.com

McDonald’s fans shocked by ad you can literally smell - Dexerto

The Power of Scent Marketing (Infographic) | Modern Restaurant Management | The Business of Eating & Restaurant Management News

Scent Marketing for Restaurants 101 | The Official Wasserstrom Blog

In-depth McDonald's Marketing Strategy - A Case Study | IIDE

Subway's Marketing Strategies: Fresh Thinking, Fresh Eating (startuptalky.com)

Understanding the Efficiency of McDonald's Layout | DS Market (displaystandsmarket.com)

The magic behind Mcdonald's marketing strategy | Brand Vision (brandvm.com)

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Disclaimer : - The views and opinions included in this article belong entirely to the author and do not in any manner whatsoever, necessarily mirror the views and opinions of the company where he is currently employed.