Restaurants are a highly competitive business
In order to differentiate and attract customers, they need to brand themselves clearly.
Go into random restaurants ask yourself:
Who is the target demographic? What time of day would they come here? Why do they eat here? The answers should be clear
Pay attention to everything
The lighting, the smell, the music/sound, the decorations, the dress, the menus, signage, everything
The ultimate user experience
Restaurants HAVE to get good at this because it is all they can optimize. Tech products also need to be this deliberate when creating an amazing user experience