1. RESTAURANT ORGANOLEPTIC
REBRANDING

2. 2
Trafix Rebranding
Organoleptic Branding
*Concept Differentiation (not included here)
*Organoleptics as Engagement Touchpoints
(not included here)

3. Objective
3
To Translate
Brand/Customer Value
Proposition
into
Service Design
&
Branded Customer Experiences

4. 4
Touchpoints
Built Environment
Social Environment
*Products & Services (not included here)

5. Branding Built Environment
5



Architecture
Exteriors
Interiors

6. Branding Social Environment
6

Utilitarian
Rituals of Dining

 Hedonistic/Epicurea

Opening Hours
VFM
Speed/Queue
Management
Regular Volume of
Customers
Organoleptics

n



Cleanliness
Image
Presentation of
Food




A Stable Market
Price

7. 7
Organoleptic
DETERMINANTS
Why? Because we humans make
judgments by our SENSES.

8. Organoleptic Branding
8
Positive







Scent Branding [Olfaction]
Taste Branding [Gustation]
Audio Branding [Auditory]
Ocular Branding
[Optical/Visual]
Ergonomics, Somatics
[Body/Skin]
Comfy Branding
[Homelike]
Combo: Audio-VisualOlfactory
Negative







Odour
Disgusting
Noise
Busy, Dull,
Unattractive
Creaky, Unsupportive
Hot Colours for
Classy Atmosphere
Sensually
Overwhelming

9. 9
Achieving Organoleptic
Balance
PSYCHOLOG
Y
ECONOMICS
Touch
Taste
Scents
SERVICES
SYSTEMS
PRODUCTS
Organoleptic
Balance
Visuals
Sounds
TECHNOLOG
Y

10. Organoleptics
10
To Balance




Moods, Ambience
Perception
Taste
Staff Attitudes
To Standardize




Atmosphere
Décor
Menu
Customer
Responses

11. Balanced Organoleptics
11
…Increases SERVICE EXPERIENCE by
Eliminating SUSPENSE & DRAMA:
‘Anticipation + Anxiety’
No Room for Illusions!
A RESTAURANT is not a MAGIC BOX…
Reducing Anxiety
Taking Customers into your World
Increasing Perceptual Reality
Increasing Perceptual Service Quality

12. Restaurant Organoleptic ReBranding
12



New Name
Premises Reconfiguration
Themed Décor:






Panel all Walls; Organoleptic
‘Ingredients Transparency’
Outlook Brand
Select Theme Colour Scheme
Select Colour Pallette
Ergonomic Furniture
Seating Layout Must Convey
some Meaning
Reduce Criss-Crossing by
Relocating Self-Service
Display Closer to Kitchen
Window




Tables with Signal Buttons to
call Waiters
Tablets with Menu Infographic
Menu
Reservations & Pre-order
Options on Pinterest,
Facebook
Private Dining Options [By
Reservation Only]:

Curtained/Partitioned Areas




Round Tables: for 2, 4, 6
Tented Private Dining with
Portable A/C
Blind Post-Dining Evaluation
Business Card Collection
Point