Short answer
In restaurants, ambient scent must be used very carefully because scent is directly part of the taste experience. A brand scent can be interesting in the entrance, lobby, toilets or lounge areas, but strong perfume diffusion in the dining room can compete with the dishes.
In hospitality, food is already scent marketing
An open kitchen, fresh bread, coffee, citrus zest or a wood fire naturally give a restaurant an olfactory identity. Those scents are relevant because they belong directly to the product.
An extra perfume layer should therefore only be added when it contributes something functional or strategic for the brand.
Protect the dining experience
What we experience as taste consists largely of aroma perceived through the nose. A powerful ambient scent can influence how food and drink are judged.
That is why the dining room is usually not the place for dominant perfume diffusion.
Where can scent add value?
The entrance or reception can be a separate brand zone. Toilets, cloakrooms or hotel lobbies connected to the restaurant can also have different scent needs.
In a bar or lounge concept, a subtle scent can also work when it deliberately matches the drinks and interior concept.
Locate odour problems first
Hospitality has specific unwanted odours: drains, grease, waste, moisture and sanitary areas. The source must be tackled technically. Professional odour control can sometimes be used temporarily or additionally, but does not replace extraction and maintenance.
Choose a lower intensity
People stay at the table for a long time. That makes comfort more important than a striking first impression. A scent that seems subtle during a short walk-through can be too strong after two hours.
Scent as part of hospitality
The goal is not for guests to leave the restaurant with perfume on their clothes, but for the entire environment to feel well cared for and coherent.