The speaker discusses the use of artificial scents in marketing, particularly in the food industry. They mention that companies like Panera Bread and Cinnabon have restructured their operations to maximize the impact of freshly baked aromas. They also discuss how Cinnabon uses the weakest possible oven hood to allow more smell particles to escape, while Panera Bread uses an oven without a hood to allow the smell of freshly baked goods to vent directly out into the store.
The speaker also mentions how Dunkin' Donuts used a device called the "flavor radio" to spray the smell of donuts and coffee during people's morning commute, leading to a 29% increase in Dunkin' Donuts locations near bus stops.
The speaker then discusses how companies like Scentair sell over a thousand different fragrances, with some businesses paying upwards of $25,000 for a custom blend. They also mention how Sony retail stores use a vanilla and mandarin aroma to put customers in a good mood and encourage them to spend more time browsing or buying a TV.
The speaker concludes by expressing concern about the potential future regulation of smell marketing, given the strict regulations on traditional forms of advertising. They also mention a Skillshare offer for the first 1,000 subscribers to click a link in the video description, offering a one-month free trial of Skillshare.
1. The speaker is craving Dunkin Donuts and wonders if the bus is secretly dispersing an artificial scent of Dunkin Donuts. [Source: Document(page_content="00:00:03.20: stop the bus\n00:00:05.28: is there was there a dunkin donuts\n00:00:06.96: around here because i smelled it on the\n00:00:08.16: bus and now i'm craving it something\n00:00:09.84: fierce why there hasn't been the dunkin\n00:00:12.48: donuts here for 10 years no\n00:00:16.48: although i don't think you smelled an\n00:00:18.24: actual dunkin donuts location see they\n00:00:20.96: secretly put an artificial scent\n00:00:22.80: dispenser like this one inside the bus\n00:00:25.28: to make you crave dunkin donuts at\n00:00:26.96: certain stops oh that makes sense yep\n00:00:30.48: i'm really craving dunkin donuts now but\n00:00:32.88: this one hasn't dispensed artificial\n00:00:34.88: since for 10 years\n00:00:39.17: [Music]\n00:00:52.64: hello internet welcome to food theory\n00:00:55.44: the show that would smell as sweet by\n00:00:57.20: any other name but wouldn't have nearly\n00:00:58.80: as much brand synergy with the other\n00:01:00.32: channels yes friends today we're talking\n00:01:02.16: about our sense of smell why would a\n00:01:04.32: food channel discuss such a thing you\n00:01:06.00: ask because companies are using odors to\n00:01:08.24: trick you into buying food that's why\n00:01:10.72: see in addition to being a sister sense\n00:01:12.56: to taste smell is arguably the most\n00:01:14.64: powerful sense that we possess it's\n00:01:16.48: processed in our olfactory system which\n00:01:18.56: interacts with regions of our brain that\n00:01:20.16: are responsible for strong emotional\n00:01:22.08: memories you ever catch a whiff of some\n00:01:23.68: perfume and flash back to the girlfriend\n00:01:25.60: that used to wear it or maybe catching a\n00:01:27.04: whiff of some food that flashes you back\n00:01:28.72: to a good home-cooked meal by grandma\n00:01:30.80: point is smells can easily become linked\n00:01:32.80: with certain experiences but that comes\n00:01:34.56: with a problem hunger is one such\n00:01:36.80: experience and now companies are using\n00:01:38.80: scent marketing to trick you into\n00:01:40.72: spending more money and the thing is\n00:01:42.48: this strategy actually works really well\n00:01:45.52: a little too well as it turns out and