This study examines the influence of sensory marketing on customer perceptions in restaurants. Sensory marketing utilizes various sensory strategies to enhance consumer experiences. Through a mixed-methods approach including surveys, experiments, interviews, and observations, this research explores how sensory cues affect customer satisfaction and loyalty. Key findings highlight the importance of sensory congruence and the role of contextual factors in shaping sensory experiences. By understanding these dynamics, restaurants can tailor their marketing strategies to resonate with diverse consumer preferences, fostering lasting customer loyalty and competitive advantage in the industry.