There’s nothing like the smell of freshly baked bread or hot coffee wafting through shop doors to entice you into spending your money. So it comes as no surprise that franchise brands give it a lot of thought.
- Cinnabon – Negotiates strategic shopping centre leases to maximise the scent impact on passers by.
- Abercrombie & Fitch – Negotiates its lease to be far enough away from Cinnabon so their signature fragrance doesn’t compete with Cinnabon’s.
- Starbucks – Starbucks’ CEO, Howard Schultz, removed the breakfast sandwich from the menu in 2008 as the smell of cheese was masking the all-important coffee aroma. They then appointed an aroma task-force to fix the top-selling sandwich’s smell so it would add to the aroma experience and could be re-introduced.