William Blair research analyst Sharon Zackfia told Marketwatch that restaurants are focusing on their in-restaurant “vibes”—including things like increased natural light, greenery, softer paint tones, and comfier seating options—as a way to attract consumers and drive sales.
“At dinner, they need to be competitive with casual dining,” she said. “They need to have more of that experience. … Consumers are picky. They’re going to want a nice environment to eat in,” Zackfia wrote in a note to investors that was cited by the publication.