INSIGHTS

Introduction The contemporary restaurant offers more than just food. Exposed Edison bulbs, reclaimed-wood communal tables, a peculiar shade of teal on the walls, and a signature playlist, the choreography of an open kitchen, and others are all deliberately designed to invoke a familiar “feel” that is associated with one brand, before customers taste a dish. With experiential branding being the focus of the hospitality commerce, a tricky legal issue arises, one which is perhap