Why visiting a restaurant feels better when it’s raining
People enjoy restaurant visits more when it’s raining, according to new international research which found diners are more likely to leave positive reviews after eating out during wet weather.
By Helen Breese | Published on 16 June 2026
Categories: Press office; Research; Nottingham Business School;
Researchers say coming in from the cold into a warm and welcoming restaurant can trigger heightened psychological and emotional comfort, which boosts overall customer satisfaction and post-visit reviews.
The study, led by academics from Nottingham Business School, part of Nottingham Trent University in the UK, Harbin Institute of Technology, China, and University of New Brunswick, Canada, analysed almost 150,000 reviews from more than 1,100 restaurants on Chinese website, Xiaomishu.
They investigated the relationship between ratings and restaurant and weather variables, drawing on hourly data for rainfall, cloud cover, temperature, and wind speed.
The team also carried out an experiment involving more than 600 people in the United States. Participants imagined travelling to a restaurant booking either in rainy, sunny or neutral weather conditions before rating how the experience affected their mood and impression of the restaurant.
Across both studies, findings showed that rainy weather was consistently linked to more positive restaurant evaluations.
The research suggests that the transition from the cold and wet into an ambient and comfortable restaurant with food aromas triggers a significant positive shift in psychological state, leading to a boost in satisfaction.
However, the study also found that cloudy weather does not produce the same positive outcome as the intensity of rain, and the effect was particularly present during spring and winter but diminished in the summer warmth.
Dr Feray Adıgüzel, senior lecturer in Marketing at Nottingham Business School, said: “Our findings show how external environmental factors beyond a business’s control can significantly shape consumer satisfaction. But rather than seeing this as an issue, the hospitality industry should think differently about rainy days, which are often seen as negative for trade.
“They can make the most of our need for comfort in bad weather through simple touches like introducing non-slip mats, umbrella stands, complimentary hot towels or hot drinks on arrival, and even blankets or coat-drying services.
“Warmer lighting and slightly higher temperatures can also strengthen the contrast with the outdoors, deepening a sense of warmth and refuge.”
The study also suggests that, in colder seasons, cafés and restaurants can market themselves as welcoming sanctuaries from the weather, tapping into customers’ desire for comfort and warmth.
The study "Rainy days don’t always get me down: How rainy weather affects customers’ dining experience and evaluations", Chenxi Zhao, Yunzhijun Yu, Ziqiong Zhang, Feray Adıgüzel, Zili Zhang (2026), has been published in the International Journal of Hospitality Management
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About Nottingham Business School at Nottingham Trent University
Nottingham Business School (NBS) at Nottingham Trent University (NTU) is a leader in experiential learning and personalisation of business, management and economics education and research - combining academic excellence with positive impact on people, business and society. NBS has an unrivalled level of engagement with business, public and voluntary organisations. With more than 8,500 students, NBS is also one of UK’s largest business schools.
NBS is part of the 1% of business schools worldwide to hold the Triple Crown of accreditation from EQUIS, AMBA and AACSB. It is also accredited by Small Business Charter, providing support and development for SMEs, and is a PRME Champion - held up as an exemplar and beacon by the United Nations Principles of Responsible Management Education (PRME).
In The Guardian University Guide 2026, all NBS subjects were ranked in the UK Top 20. Areas covering Accounting and Finance, Business and Management, Economics and Marketing and PR were all recognised for excellence in teaching, high student satisfaction and strong graduate career prospects.
About Nottingham Trent University
Nottingham Trent University (NTU) has been named UK ‘University of the Year’ five times in six years, (Times Higher Education Awards 2017, The Guardian University Awards 2019, The Times and Sunday Times 2018 and 2023, Whatuni Student Choice Awards 2023) and is consistently one of the top performing modern universities in the UK.
Students have voted us the best university in the UK and 1st in the UK for student employability (Uni Compare 2025).
NTU is 4th in the UK for number of undergraduate students (HESA 2023-24) with over 36,000 students and more than 4,000 staff located across six campuses. It has an international student population of 6,000 and an NTU community representing over 160 countries.
NTU owns two Queen’s Anniversary Prizes for outstanding achievements in research (2015, 2021). The first recognises NTU’s research on the safety and security of global citizens. The second was awarded for research in science, engineering, arts and humanities to investigate and restore cultural objects, buildings and heritage. The Research Excellence Framework (2021) classed 83% of NTU’s research activity as either world-leading or internationally excellent.
NTU was awarded GOLD in the national 2023 Teaching Excellence Framework (TEF) assessment.
NTU is a top 10 for sport (British Universities and Colleges Sport league table 2025) and was named as Sports University of the Year (Daily Mail University Guide 2025). It has also been ranked as 25th in the UK by the Guardian University Guide 2026.
NTU is a holder of the University Mental Health Charter recognising the commitment an institution has shown towards continuous improvement in the area of mental health and wellbeing.
NTU is the most environmentally sustainable university in the UK and second in the world (UI Green Metric University World Rankings, 2024).