In the experience-oriented economy, firms increasingly rely on experiential marketing strategies to foster customer engagement, satisfaction, and loyalty. This study investigates the role of experiential marketing in shaping consumer perceptions and brand loyalty in the Chinese fast-food industry through a case study of Home Original Chicken. Established in 2003 in Anhui Province, the brand has built a strong regional reputation by combining traditional homestyle cuisine with multisensory dining experiences, including warm restaurant environments, transparent food preparation practices, and culturally resonant service rituals. Guided by Bernd H. Schmitt’s experiential marketing framework, the study examines how the five experiential dimensions—sense, feel, think, act, and relate—are implemented and perceived by customers in the Anhui market. Using a qualitative single-case study design, data were collected through semi-structured interviews, non-participant observation, and document analysis involving customers, employees, and industry experts. The findings reveal that sensory cues, emotional warmth, transparency in food safety, and strong cultural identification collectively enhance customer satisfaction and strengthen brand loyalty. However, the research also highlights challenges in replicating these experiential elements beyond Anhui due to regional cultural differences and varying consumer expectations. The study contributes to the limited literature on experiential marketing in China’s fast-food sector and provides insights into the portability of culturally embedded experiential strategies in regional brand expansion.
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