Unlocking the Secret Behind Outdoor Cafe Chairs: A Marketing Insight from Rory Sutherland

The Clever Marketing Trick of Outdoor Chairs

If you've ever been lured into a cafe by the sight of chairs and tables outside, you're not alone! Rory Sutherland, a prominent advertising executive and vice chairman of Ogilvy & Mather, reveals the psychological tactic behind this marketing strategy.

According to Sutherland, the presence of outdoor seating signals to passersby that the cafe is open, creating an immediate opportunity for them to indulge in coffee or a snack. He explains this in a viral TikTok video, stating:

"We don’t actually go, rationally there are chairs outside the cafe therefore it must be open... It’s system one - we just automatically go, wahey coffee chance over there."

The Impact of Weather on Customer Attraction

Interestingly, this tactic remains effective even in bad weather. Sutherland encourages cafe owners to keep their chairs outside regardless of the conditions, as it clearly communicates that the cafe is open for business. He humorously notes:

"If you run a coffee shop, leave the chairs and tables outside the coffee shop even if it’s raining."

The Reverse Psychology of Chair Stacking

Additionally, Sutherland points out that this strategy can work in reverse. To deter customers, simply stacking chairs on tables signals that the cafe is closed.

"All you’ve got to do is take two chairs, stack them upside down on a table, no one comes in and no one orders a goddamn thing."

Industry Recognition

This marketing insight is not just a theory; it’s recognized by other experts in the field. The New York marketing agency FemFounder emphasizes that outdoor seating is a vital tool for attracting customers, enhancing the visibility and appeal of any cafe. They state:

"Outdoor seats often serve as great advertising for your cafe."

By simply placing chairs outside, cafes can effectively engage with potential customers and showcase their offerings, making it a smart marketing strategy for any business.