Sensory Marketing: Case Study Burguezia do Leitão

Abstract

The evolution of consumer behavior has shifted the focus of marketing from purely rational attributes to emotional and experiential dimensions. In the highly competitive restaurant sector, the quality of food alone is no longer sufficient to guarantee customer loyalty. This study aims to analyze the application of sensory marketing strategies in “Burguezia do Leitão”, a gastronomic reference in the Bairrada region, Portugal. Adopting a qualitative approach based on the case study method, the research utilizes a multisensory analysis and direct observation to evaluate the stimuli present in the servicescape. The methodology integrates a review of the customer journey, from digital interaction to the physical environment. The findings demonstrate that the brand successfully integrates all five senses: vision (through architecture and decor), smell (the characteristic aroma of traditional roasting), hearing (strategic sound zoning), touch (comfort and ergonomics), and taste (the preservation of traditional gastronomy). The study concludes that the alignment between the digital promise and the physical sensory experience validates the brand’s positioning. Ultimately, this research proves that sensory marketing is a crucial tool for differentiation, emotional engagement, and value creation within the hospitality industry, transforming a traditional meal into a memorable holistic experience.