How Scent Marketing Completes Their Fine Dining Story

In the heart of Eindhoven’s lively Stratumseind, restaurant Goyvaerts has quickly become a symbol of refined gastronomy. Founded by brothers Jip, Yelle, and Jesse Goyvaerts, the restaurant blends culinary craftsmanship with sensory experience. To perfect the atmosphere, Zaluti introduced a bespoke scent marketing concept — a signature scent from the Grasse Collection that subtly enhances the dining experience. This carefully designed scent connects flavor, emotion, and ambiance, ensuring every visit feels harmonious and memorable.

“A refined scent experience is the finishing touch for us. We believe in guest experience down to the smallest detail. Scent completes that experience and strengthens the identity of Goyvaerts.” — Brothers Goyvaerts

About Goyvaerts

Sector: Hospitality / Fine Dining
Location: Eindhoven, The Netherlands
Number of locations: 1
Website: https://goyvaerts.nl

What is the scent of Goyvaerts?

The scent of Goyvaerts is Voyager —
An elegant and inviting scent from the Signature Grasse Collection. Voyager is warm, mysterious, and has a subtle spicy depth that perfectly matches the ambiance of fine dining: exclusive, tasteful, and unforgettable.

How scent marketing elevates the restaurant experience

Goyvaerts was looking for a way to welcome guests even more warmly. The ambiance, the dishes, and the service were already at a top level, but something sensory was still missing to truly complete the experience: scent. Not as an air freshener, but as a refined marketing tool.

The need was clear: a signature scent that fits the Goyvaerts brand. A scent that draws the guest into the story of luxury, craftsmanship, and hospitality — without being overpowering.

From scent selection to professional installation by Zaluti

Together with Zaluti, the choice fell on Voyager from the Signature Grasse Collection. This scent seamlessly matches the atmosphere of the restaurant. With spicy, warm tones, it’s a scent that radiates both class and comfort.

For diffusion, they chose the Zaluti Air:1 Pro , a professional scent machine that is quiet and subtly blends into the restaurant’s design. The diffuser was installed on-site and ensures a constant, refined scent experience.

What impact does scent marketing have on guests?

The impact of scent marketing at Goyvaerts is clearly noticeable. Visitors feel an even warmer welcome and often comment that the restaurant “smells amazing” — without being able to pinpoint exactly why. It creates a feeling of luxury, calm, and attention to detail.

The Voyager scent strengthens brand identity and helps guests remember their visit even better. The subtle scent experience works on a subconscious level, but with great effect — exactly as Goyvaerts intended.

Do you want to create a unique scent identity for your restaurant?

Every scent tells a story — especially in fine dining, where emotion and memory play such an important role. At Goyvaerts, scent marketing adds that final, invisible layer to the guest experience: warmth, recognition, and atmosphere. A subtle scent can turn a beautiful dinner into a lasting memory — one that guests take with them long after they’ve left the restaurant.

Emma Zietz

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What is scent marketing in fine dining?

Scent marketing in fine dining is the strategic use of carefully selected scents to enhance the overall guest experience. By adding an emotional and sensory dimension, it complements taste, atmosphere, and service. This approach helps restaurants create a memorable and cohesive brand identity that guests associate with comfort and quality.

How does scent influence the restaurant experience?

Scent influences the restaurant experience by creating an atmosphere that evokes emotion and memory. Subtle scents can make guests feel more welcome, relaxed, and connected to the brand. In fine dining, scent works alongside flavor, design, and service to create a complete and harmonious sensory journey.

Why did Goyvaerts choose scent marketing?

Goyvaerts chose scent marketing to add a sensory layer that complements their culinary and design excellence. While the restaurant already offered a refined experience, scent marketing introduced warmth, recognition, and emotion. The chosen scent, Voyager, aligns perfectly with the brand’s values of craftsmanship, elegance, and hospitality.

Which scent is used at restaurant Goyvaerts?

The scent used at restaurant Goyvaerts is Voyager from the Signature Grasse Collection by Zaluti. Voyager is a warm, elegant, and subtly spicy scent that reflects sophistication and comfort. Its refined composition enhances the fine dining atmosphere, leaving a lasting impression on guests.

How can restaurants create their own signature scent?

Restaurants can create their own signature scent by collaborating with a scent design specialist like Zaluti. The process involves defining the brand’s identity, selecting suitable scent notes, and using professional scent machines such as the Zaluti Air:1 Pro. This ensures consistent diffusion and a distinctive atmosphere that reinforces the restaurant’s experience.

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