A business's atmosphere is a key factor for many people when they dine out. Like Cody mentioned, there could be two of the exact same restaurants, but people will choose the one in the environment that makes them feel comfortable and relaxed. Dining out is a luxury that many people don't necessarily partake in all the time, so when they do, they should get everything that they are paying for. If the atmosphere in a restaurant is unwelcoming and cold, potential customers could just cook themselves a meal in their own homes.
Would anyone be willing to pay for dinner at a location with a poor atmosphere?
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