The Invisible Menu: How America's Charcoal Restaurants Are Branding Through Scent
Before a diner reads the menu, before the first course arrives, before a word is exchanged with the sommelier, a charcoal restaurant has already made its most powerful impression. It has done so through scent — specifically, through the carefully engineered aromatic signature of its fire. A growing number of upscale live-fire establishments across the United States are discovering that smoke is not merely a byproduct of their cooking; it is, perhaps, their most potent branding asset.