Correct me if I'm wrong but, you may be thinking of restaurants where their defining factor is "having a very creative atmosphere", which will not suit all customers. However it is a differentiating factor which will serve a big audience that is under served in a location filled with "boring well maintained and staffed restaurant".
In my view the creativity comes in in finding solutions to a problem, in a oversaturated market the problem may be "how do I persuade customers to come to my restaurant instead of my competitor?". And following that question may be (in the restaurant example) "what can I offer that is under served in the current market?" The solution to that may be "a biker cafe" or "an overpriced "creative" restaurant where the waiters are terrible and the chef is even worse" (perhaps even rude on purpose).
Additionally I assume you want the restaurant to grow. If you want the restaurant to just survive the bar is lower and you may be able to do that by doing the same everyone else is doing as long as you meet the minimum.
Don't underestimate the effectiveness of advertising, or its ability to influence you.
I particularly despise these ads in Maps because the ad often obscures the search result I'm looking for -- and I end up accidentally clicking on an advertisement for some other restaurant than the one I was looking up.