Scent Marketing: Smell Influences

After a long day at work, it’s not uncommon to be lured by the delicious scent of grilled chicken on the streets of Izakaya. The source of this aroma is Yakitori-ya, a Japanese restaurant that specializes in charcoal-grilled chicken skewers. The tantalizing smell of the Yakitori is enough to whet anyone’s appetite and entice them to buy the food.

The Impact of Smell on Taste

The sense of smell can play a crucial role in determining the taste of food. For instance, when you have a cold and your nose is congested, you might find that your taste buds are not as effective at discerning flavors. It’s not just your taste buds that affect how food tastes; the scent of the food also has a significant impact. Therefore, the aroma of food can often indicate how delicious it will be before you even take a bite.

Smells for Advertising

During the colder months, the enticing aroma of hot, freshly cooked food is particularly noticeable. The smell of food can be a powerful marketing tool, as it can indicate that hot, tasty meals are available to warm you up. Restaurants like Yakitori-ya often cook their food near the entrance of their establishment to entice passing customers with the mouth-watering aroma of their dishes.

Yakitori, Grilled Chicken on the wooden stick

Another example of a Japanese treat with an alluring scent is Taiyaki, a waffle shaped like a red snapper and filled with sweetened red beans. The sweet aroma of Taiyaki wafting through the streets can be enough to convince you to try it, even if you’ve never tasted it before.


The Challenge of Strong-Smelling Foods

Unfortunately, not all delicious foods have pleasant smells. Fermented foods, in particular, can have a pungent odor that can be off-putting to some people. One example is Natto, a Japanese dish made from fermented soybeans known for its health benefits. Historically, Natto was also notorious for its strong ammonia smell, which some people found unpleasant. However, modern Natto production techniques have minimized the production of ammonia, making it more palatable for many.


The Importance of Multiple Senses

Although the sense of smell is an important factor in determining the quality of food, it is not the only factor. Other sensory cues, such as the appearance and taste of the food, can also help you decide if it’s good to eat. So, while a tantalizing aroma can be a great way to attract customers, it’s not the only thing that counts when it comes to delicious food.

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