Environmental atmosphere is one of the factors affecting the customer's choice of dining place, and the environmental atmosphere plays a very important role in the restaurant marketing process. After careful design of the consumer environment atmosphere, often have a positive impact on the consumer's consumption of emotions, this impact dominates the guests on the choice of food and beverage products, increasing the possibility of their purchase. 1, the environmental atmosphere on the impact of consumer behavior Environmental atmosphere on the impact of consumer behavior, manifested in the following three aspects: ◆ able to attract the attention of the guests and curiosity For example, some restaurants are now beginning to launch a theme restaurant, that is, through the combination of a number of cultural elements to form a specific cultural atmosphere. This specific cultural atmosphere can often arouse the curiosity of the guests and attract their attention. ◆ Transmit some kind of information to the guests The environment atmosphere can transmit some kind of information to the guests. This information may be multi-faceted, it may be both product consumption information, may be cultural elements of information, may also be other consumer information. In short, the creation of environmental atmosphere will have an impact on the consumer's food and beverage consumption activities. ◆ Create a certain feeling atmosphere can create a certain feeling. Nowadays, the guests to the restaurant to eat, in order to pursue a particular experience, the end result of this experience is a feeling. This feeling, the vast majority is a psychological experience and psychological performance. 2, the factors affecting the guests to accept the atmosphere of the dining environment There are many factors affecting the guests to accept the atmosphere of the dining environment, such as the guests' expectations, the guests' choice of environment, emotions, vision, smell, hearing, touch, value and so on, these factors may affect the acceptance of the guests to the restaurant environment. Case A customer once took a group of friends to a theme restaurant called Fiery Red Years in Nanjing. The restaurant is based on the history of the Cultural Revolution. It chose a lot of elements from the Cultural Revolution period to create and decorate the environment: behind the podium were images of Chairman Mao, workers, peasants and soldiers, etc. Some propaganda images, such as performances on the stage, were also used. Some propaganda images, such as the songs and dances performed on the stage, are reflected in the cultural background of the Cultural Revolution; most of the songs are revolutionary songs, and even the two waiters announcing the curtain are running, saluting, and making exaggerated movements. Through this kind of performance, this kind of atmosphere, actually let the guests in this kind of environment atmosphere produce a kind of feeling, that is to that particular period of culture has a certain understanding, let the guests feel very fresh. Therefore, the environmental atmosphere in the restaurant marketing will play a big role, it will affect the consumer behavior.