Why do some restaurants seem busier after moving to a worse location?
Convenience attracts customers. Commitment creates believers.
Sometimes a difficult location filters casual visitors and attracts customers who are more committed, loyal, and likely to recommend the restaurant to others.
Location is important, but not every business competes on convenience.
The hidden mechanism is commitment signaling. Customers who travel farther or search harder often become emotionally invested in the experience before they even arrive.
Imagine a restaurant moving from a busy shopping street to a quiet neighborhood. Casual visitors disappear, yet loyal customers continue returning and recommending the place.
A second-order effect develops because effort changes perception. People tend to value experiences more when reaching them requires intention.
People often think the best businesses remove every obstacle. Some become memorable because customers willingly overcome them.
