Why do many restaurants take the nostalgic and retro route? Can this really attract customers?

Many catering enterprises choose to build retro scenes with familiar old objects and take the "nostalgic" route. This will allow the brand to gain some sense of identity on the premise that consumers are completely unfamiliar. These identities come from decorative cultural revolution backpacks, portraits of Chairman Mao, enamel bowls and thermos bottles. This concept is called "collective memory", which was founded by Habbah in the 1920s. Consumers are influenced by emotional memory and symbolic memory, which leads to collective collection and recognition.

A recent article in spoon class analyzes the logic. For catering, taking collective memory as a breakthrough seems to be a very effective model. Because collective memory often needs a carrier, and various elements in catering can be used as a carrier. Decoration, waiter's uniform, and food itself can all be forms of bearing collective memory. Collective memory looks beautiful, but it is still just a marketing tool. To build a brand, products must be the first. It is true that people will pay for their emotional needs, but only if their physiological needs are met. When people's attention is related to emotion, their eyes will eventually fall on the product. And if there is only marketing and no products, they will not come back after spending once.