How atmosphere in a restaurant can influence positively wine consumption?

Abstract

In today's restaurant industry, the global atmosphere of a place (ambiance, decoration, food, music…) has more influence on consumption behavior than the food itself. That is why the aims of this paper is to know how to manage the restaurant atmosphere in order to increase wine sales. Based on a literature review, an atmospheric model has been defined, by referring to this model, the restaurant managers will be able to improve their restaurants atmosphere in order to increase their sales. Moreover, based on this, interviews with professionals from the restaurant industry have been carried out, news variables appeared, and this led us to create a new atmospheric model based on the interviews. This research allows us to create a final atmospheric model based on literature and experiences, which represents a concrete tool for restaurant managers. Besides, these findings help people to understand that not only a gastronomic atmosphere pushes people to consumer expensive wines but wine cellar atmosphere can do it as well.