Restaurateurs are finding that ambience and branding matter as much — and to many diners, more — than the food they serve.

The menu was pretty small, but it had some good options ... merchandise connected to the restaurant. Multiple TVs also played MrBeast YouTube videos nonstop, and logos covered the walls.

The site reportedly used Chipotle’s logo for the story ... And that’s not all of the good news for Chipotle fans. Per USA Today, the restaurant said it is not only not closing but is planning ...

"The claim that Chipotle is closing restaurants is false," a spokesperson for Chipotle told "Good Morning America ... Facade of Chipotle restaurant with logo visible on a city street, New York ...

Beneath the gift shop of the original Hard Rock Cafe, staff members lead daily tours of the Vault, a space the size of a walk ...

There have been a stream of rumors on social media that Chipotle is closing its doors for good. But USA Today ... reported that Chipotle's spinoff restaurant experiment, Farmesa Fresh Eatery ...

Last weekend, 42nd Street Oyster Bar turned out its lights for good, closing the curtain ... all bearing 42nd Street logos. The restaurant ended its century-ish run last Sunday after a month ...

“We want this to be good enough to where you could shoot ... who died in May at age 77 after a long battle with cancer. The restaurant’s logo will even feature a cartoon image of Bill.

Whidbey Island itself is a gem in Washington’s crown – a place where the pace slows down and the scenery ramps up.

That moment happens with alarming frequency at Big’s Chicken in Portland, Oregon.