Lifestyle Theme Based Restaurant In Klang Valley Tourism Essay

Lifestyle radix ground eating place In Klang Valley Tourism EssayPurpose Design/method actingology To explore the issues, a quantitative need was conducted. There be 200 interrogative sentencenaires distributed and less than 200 questionnaires expected to be completed in a correct manner. The questions in the deal go away be measure by 5 points die hard scale, range from 1 (strongly agree) to 5 (strongly disagree). There are total of 20 questions been asked and each question flirt the hypothesis that want to be tested.Findings Keywords Generation Y, Lifestyle Theme Based Restaurant, Theme Restaurant, Restaurant Choice Factor, Customer ecstasyPaper case Research paperIntroduction 2-5 pagesNowadays multitude are eating tabu more often, but they increasingly put a premium on saving time and eating healthy in better eating milieus (Ryu Han, 2010). As a result, the naked eating houses with theme found beget emerged as a growth category in the intellectual nourishme nt serve up application. According to Fen Lian (2010) advantage prime(prenominal), node gaiety and guests re-patronage intentions in the context of the eating place industry are significant.In Malaysia, the eatery industry is experience an impressive transformation and strengthens competition. Restaurant is a very important do of import of a function to explore but often become neglected area of theater of operations (Kivela, Inbakaran and Reece, 1999). The fact is restaurant business has a low assumption about the service and the quality of service is difficult to prove until customers come and keep going in the feature restaurant.The explore problem arise from this study is because currently every restaurant has a theme, it tries to convey to its customers, slightly more masteryfully than others and some of the restaurants has failed due to they did not bring some improvement to the targeted specific market and not focus on their food quality (E.S.P consulting broker, 2010). They believe that the essenstial way in susccessful the restaurant is consistent in the good food and fine customer service.Moreover, based on study done in Los Angles by Weiss, Feinstein and Dalbor (2004), has found out that sometimes theme based restaurants fails to bring home the bacon an innovative idea and lack of entertaining experience to their customers (Bagli, 1998). The decline of theme restaurant industry alike occurred because of game priced circuit boards (Pate, 2000), low quality of food (Bagli, 1998), high up development costs (Ramseyer, 2001), low repeat business (Farkas, 1998), poor location (Frumkin, 2000), and dcor that never changes (Bagli, 1998).As at that place is study proof that Gen Y customers has a different life style compared to their baby boomer parents and other customer cohorts (Bureau of Labor Statistics, 2004) and have bullyer disposable income (Tomkins, 1999), Gen Y tend to looking for theme based things. So it is an chance for theme restaurant management to start look at Gen Y market.It is important to look at Gen Y gustatory sensations in choosing some(prenominal) of theme restaurants because Gen Y whose plays the role as consumers has their differentiation in their spending power and preferences. Moreover, if the food and customer service in the restaurant is not up to their preference, it provide not drive them to go back to eat at the same place. In parliamentary law to solve this research problem, I came out with a research question, What are the factors that influencing Generation Y in choosing lifestyle-theme based restaurant?The of import purpose of this study is to examine the factors that affect customer to eat at lifestyle-theme based restaurants. Because every single things that experience by customers during their visit on that particular restaurant whitethorn be different each time, for example the quality of service experienced by one customer is different with the other customer s. Thus influence their satisfaction level and their re-patronage intentions.The importance of this study is aimed for 2 aspects of service provider. First, it is aimed to facilitate existed theme restaurant managers to form improvement strategies on their business which focus on characteristics that range most important from Gen Y customers. Second, it is aimed for the owners of new comers theme restaurant to improve better idea in bon ton to attract Gen Y consumers to come and dine at their new theme restaurant, it is important for the new business to k in a flash and respond potential consumers expectation and preferences.The several objectives in this study were(a) To cite the main factors that influences Generation Y in choosing lifestyle-theme restaurant(b) To access Generation Y preference for lifestyle-theme restaurant selection and(c) To address the importance of Generation Y preference to bring better marketing improvement and increase more r razeue for lifestyle-theme restaurant.The type of research methodology is quantitative technique the data collection method will be a structured survey which is a form of questionnaire, the sampling method will be generation Y respondents and they will be male and female in different background and profile but specific of their age will be between 16-32 years old.There will be 200 questionnaires distributed and less than 200 questionnaires expected to be completed in a correct manner. It will be conducted in area roughly Bandar Sunway, Petaling Jaya, Subang Jaya, and Puchong. Potential respondents were pre-screened with the question, Have you dined at a theme restaurant in Malaysia during the past twelve months? If the answer was yes, respondents were asked to participate in the study by complete the next questions. The survey will be measure by 5 points range scale, range from 1 (strongly agree) to 5 (strongly disagree).This research consists of three parts in order to piece research objective and to answ er research question. First part begins with a review on the literature related to theoritical framework on Generation Y behavior, customer satisfaction in theme based restaurant and hypothesis development. In second part on that point are cardinal (2) things to highlight on low gear (1) is explanation on research methodolgy used in conducting this research paper, second (2) is findings and analysis, it is describes the result obtained comprehensively and systematically.Third part is resolves the research questions, evaluate findings in order to meet research objective and to give recommendations. Then, conclusion will be showed at the end of the research paper.This study begins with a review of the literature related to facts about generation Y and a brief introduction to theme restaurants. Next, this study examines the The study presents findings of a, and concludes that by highlight.. and recommendations from a marketing and hospitality perspective.Part 1 Literature Review 15- 20 pagesFACTORS INFLUENCING GENERATION Y IN CHOOSINGLIFESTYLE THEME BASED RESTAURANT IN KLANG VALLEYIntroductionIn order to identify what are the factors influencing Generation Y consumer in choosing which lifestyle theme restaurant to dine in, first main point we must understand the customer satisfaction towards theme based restaurant, because in restaurant concept, customer satisfaction is an indicator whether a customer will patronage to a restaurant (Fen Lian, 2010). Even thither is no guarantee of a satisfied customer will return to that particular restaurant, but it is n advance(prenominal) certain that a dissatisfied customer will not repeat their visit (Soriano, 2002). So from the previous dine experience it will affect customer to re-visit the restaurant.In the literature review it will be explained about the facts about Generation Y and how they reconcile their decision making, continue with explanation on 4 types among all of theme restaurants available in Malaysia wi th focus on lifestyle theme restaurant. Moreover, we will talk about customer satisfaction factors in 2 different types of restaurant, first in episodic theme restaurant and second in theme based restaurant, from this comparison we can actually see the differences in customer satisfaction between these restaurants. Thus it drives 5 hypothesis are proposed to confirm the relationship between food quality, service quality, breeze, pricing and recommendation as a factors influencing Generation Y in choosing lifestyle theme restaurant.Facts about Generation YGeneration Y was born between 1979 and 1995, now aged 16-32 (Kattiyapornpong, 2009). They are optimistic, technology savvy and very essentialing. Currently the majority of Generation Y is in university population. In their generation, they enjoyed Greenday, American Idol, Linkin Park, Black Eyed Peas and they also experienced global terrorism in November 9, 2001 (Kattiyapornpong, 2009).Experiences occur in childhood and teenage y ears produce differences between baby boomers, generation X and genertion Y (McCrindle, 2010). cosset boomers were influenced by advent of TV, the Cold War, Rock and Roll and decimal currency. Generation X was influenced by Personal Computer, AIDS, single parent families, and recession. Generation Y was influenced by the advent of internet, cable television, globalisation and September 11 (McCrindle, 2010)Generation Y or millennial youths of this generation have significant spending power and supervise considerable clout in purchase decisions for their family as fountainhead as being savvy consumers themselves (Harris Interactive, 2003 ODonnell, 2006 AC Nielsen, 2006 Wilson, 2007).Gen Y people they tend to form a community because they wanted to be understood, respected, include and accepted. This generation contributes strong loyalty to their friends. They work hard to fulfill what their peers expected from them, they have self-esteem and very well in regarded their self in grou p or sub- nuance (McCrindle, 2010).Decision Making by Generation YA study conducted by Halpern, 1997 saying that in order to arrive at a decision, there are several stairs that must be followed, (1) must realize that it is going to be obligatory to make a decision, (2) to determine the goals to be achieved, (3) generate alternatives which lead to fulfill the proposed goals, (4) evaluate whether these alternatives meet expectations and (5) select the best alternative.In decision process it seems that women are more affected by the surround, they look for more information and dedicate more time to the decision process (Gill, Stockard, Johnson, Williams, 1987) on the contrary, men are more dominant, assertive, objective, and realistic (Wood, 1990).Theme RestaurantTheming is the process where an environment is decorates by a distinct character. Nowadays theme based restaurant has become common outline used by the service industry, e circumscribedly those in hospitality and tourism in dustry (Munoz, C. Wood, N., 2009). Consumers are attracted to themed restaurants because of categorisation reasons.Higher standards of living and dynamic development in the food and beverage industry it drives consumer begins to pay attention towards environment, atmosphere and personalization apart from satisfying themselves in physical products. Todays consumers are excited in purchase products and steps to consume the product that brings the enjoyment and fulfill their experience (Miller, 2007).From many theme restaurants which focus on nation or regional like Italian, Japanese, Korean or Mexican, they using different concepts of theme to enrich their food styles and features. For the restaurant that taking music, history, sports or even gaming as their themes, various consuming experiences are hold open to the consumers.However, because of the development of theme restaurants create a lot of competitions in restaurant industry, many of theme restaurants are facing low profit or even negative rates. In order to turn this situation around and solve the problems, theme restaurants begin to attract customers one by one, by meeting their demand as well as increase in service quality and higher the restaurant standard.Clasiffication of Theme Restaurants ( classification, deli, seafood)Talk about theme restaurant, it is not unless about restaurant with particular theme, but theme restaurant also can be classified into many different types. Especially in Malaysia, there are many different theme restaurant opening now, however the main focus in this research paper is towards lifestyle theme restaurant. here are the following different types of theme based restaurant available in Malaysia such as Ethnic Restaurant, Country Style Restaurant and Steak set up Restaurant. These three theme restaurants will be explain in a brief form and it may not cover all types of theme restaurant in Malaysia, and next to it there will be spesific discussion on lifestyle theme r estaurant.Ethnic Theme Based RestaurantIn several of studies, the term of ethnical food has been defined differently. Utami (2004) defines ethnic food as a spesific cuisine from different region that reflect particular characteristics of its local origin. Utami (2004) added that people who are from different area from its origin will consider the food is ethnic. Based on restaurant segmentation study done by Olsen et al. (2000), an ethnic restaurant is defined as full service restaurant which offering dishes from foreign origin country for example Chinese, Japanese, Thai, and Italian.For consumers, ethnic-themed restaurant is the most common and also the frequent exposure to theming by the restaurants. Consumers are dine to ethnic-themed restaurants for different reasons, for some of them ethnic-themed restaurants are innovation, a way to connect to their ethnicity (Negra, 2002) and interact with a different culture and gastronomy (Bailey and Tian, 2002 Barbas, 2003 Germann-Molz, 20 03 Long, 2003 Tian, 2001). Currently the demand for ethnic cuisine and theme restaurants has been rise (Dundelston, 2003 Lewis, 2007 Wahlgreen, 2005).Walker (2007) argued that every ethnic restaurant is well design based from the crockery, food and restaurant dcor of a national culture is consider as a theme restaurant. The example of the restaurant can be Mexican, Chinese, Japanese, Korean and Indian. If the restaurant is represent several national decorations using traditional ethnic color and artifacts and serving exotic cuisine, it is a theme restaurant (Walker, 2007)Country Style Theme Based RestaurantBased on a study done by Munoz, C. Wood, N. in 2009 about Mexican restaurants, this type of country restaurant has experienced a rise in popularity over the first decade of this twenty first century (Van Houten, 2004 Wahlgren, 2005). Their improving on the availability of spices, peppers, and produces (Ruggless, 2005). While this restaurant cosmic strings attentively provide a w ider variety of regional dishes and flavors, others still continue to offer patrons on standard Americans menu items while forget the importance of this type of restaurant plays as a cultural arbiter.The majority of Mexican restaurants are often focusing on specific sounds, smells and textures to bring and create an appealing and successful environment in their restaurant (Solomon Englis, 1994). The components for success also often include elements such as restaurant design, employees, cultural artifacts, food, drink and entertainment music (Guinness, 2002).Steak House Theme Based RestaurantThere are many steakhouse restaurants in Malaysia boasting to be the best. It can be nationwide franchises or homegrown branch. A lot of factors come into play when looking for a good steakhouse restaurant, ambience for instance, cleanliness of the establishment, fixtures and furnitures, and quality of service (Tilden, 2010).A good steak house restaurant should be have quick and polite servers in raising restaurants popularity and a sommelier should know the right kind of red wine would match with customers steak ordered. The restaurant should be able to fulfill guest spesific orders, have different gimmicks to attract their customers and lastly of course the steak itself (Tilden, 2010).One of the most successful steakhouse restaurant concepts is Outback Steakhouse. In Malaysia it self, we can find it in Kuala Lumpur and Bukit Bintang area. It is first opened in Florida in 1998, at that time beef was not everyones favourite meal but now there are more than 880 Outback Steakhouse restaurants out there (Walker, 2008). Each Outback Steakhouse restaurant is a friendly, casual, relaxing place, with fantastic food, excellent and attentive staff (Walker, 2008).1.5.4 Casual Theme RestaurantOne of the largest casual theme restaurant chains is Tony Romas, it specializing in baby ribs. With nearly 200 restaurants chain in 33 countries over 17 states and 6 continents, Tony Romas is o ne of the most globally recognizable restaurants name in food industry. Tony Romas also serves signature onion plant loaf, steak, onion loaf, chicken and seafood to thousand of guests every day. Tony Romas first opened in Miami, Florida on 1972. It featured casual dcor with comfortable ambience. The menu offered is simple and consisted of great tasting food and reasonable price. Baby back ribs are the house speciality menu and everyone favourite menu (source tonyromas.com)1.5.5 Lifestyle Theme Based RestaurantRestaurants that featuring all varieties of live music is popular across the country. Theme restaurants segment has struggled during late of 1990s until this decade. Theme restaurants that have survived in restaurant business have presumption a priority on their quality of food (Miller, 2006). Famous restaurant like Hard Rock Caf and satellite Hollywood has been established since early 1990s, and twain of these restaurants have promoted their brand reputation and expand in c asino market.Theme restaurants like Hard Rock Caf and Planet Hollywood have abundant of popularity and located in very strategic location nearby major tourist attractions. Like in Malaysia, Hard Rock Caf is located at Kuala Lumpur and Planet Hollywood previously also located at Kuala Lumpur but no longer opened. Most of the profit in many theme restaurants is come from the high price of merchandise ( macintoshLaurin and MacLaurin, 2000).Large theme restaurants also involve large of capital and investments. They focus on architec, color, lighting, sound effect, color, fabrics, wall, furniture and fixtures. These all are unify together to create uniquenes, drama and excitement (Walker, 2007). In Las Vegas, different kind of theme restaurants founded however it is often fail because food and service are lost in the high theater. Food is really sensitive and main factor must have in many theme restaurants (Walker, 2007). Miller (2006) gives strategy for new comers theme restaurant co ncepts to make the food and dining experiences as a fundamental on restaurant business, high quality of food will help theme restaurants meets consumers preferences and expectations.Some theme restaurants appeal to an older generation and present a time for reflection and nostalgia, for examples Hard Rock Caf and Planet Hollywood (Walker, 2007). So in this research paper we will look at lifestyle theme restaurants like T-Bowl, The Garden, Full House, Bubba Gump, Gasoline, etc which these are the lifestyle theme restaurants can be found in Malaysia especially in Klang Vallety area and its patronise by generation Y.1.5.4.1 Garden Lifestyle Store and CafLately, more and more concept restaurants came in to food industry. Last two years there is new type of outlet which sells foods and decoration items. It is like you are dining in the middle of garden and at the same time you can shop in the lifestyle store. Garden Lifestyle Store and Caf established since 2009, offers an extensive of f ood choice fusing from both Western and Asian cuisines. It is a semi fine dining restaurant with breathaking atmosphere and impressive interior design to give customers an experience of dining in a real garden. The restaurant decorated with bunch of beautiful flowers and plants, a pianist will present a performance of melody rhythm from the immobilize white grand piano. In Malaysia there are 6 branches of Garden Lifestyle Store and Caf which are located at 1 Utama, The Curve, Sunway Pyramid, Mid Valley, Alamanda (Putrajaya) and oral exam (Kuala Lumpur). (Source garden-cafe.com.my)1.5.4.2 Full House Lifestyle Store CafFullhouse Lifestyle Store Caf is designed to resemble a full sized house. It offers fusion delight foods, unique menu and enjoyable dining experience. Besides from that, almost everything at Fullhouse is for sale, from clothes, accessories, gifts and decorative items. Fullhouse also provides event management, where you can arrange any party celebration or special oc casion. They provide theme party as well as event service to help their guest to arrange the most happening party in town. It is a truly novel home dining experience. Guest will feel a homely ambience from the first step they walk into the restaurant. It is capable for family gathering, romantic dinner and hangout place with friends (Source fullhousecafe.com.my).1.5.4.3 T-Bowl RestaurantT-Bowl or known as Toilet Bowl Restaurant was established on 18th February 2008 and first opened in QueensBay Mall at Penang, Malaysia. This restaurant designed base on bathroom concept, where toilet bowl used as seat, basin as dining table, mini toilet bowl as platter. The restaurant offers varieties of cuisines range from Hong Kong, Japan, Korean and Western. Todays, eating is more to pleasure and enjoyment, it is not as simple as an action only. T-Bowl provides different eating experience, enjoyment and welcome generation of modern and trendy era (Source t-bowl.com).1.5.4.4 Bubba Gump Shirmp Co. Restaurant and foodstuffThe first Bubba Gump Shrimp Co. Restaurant and Market was opened in 1996 in California. It has grown in many locations throughout the United States and internation. It is chain of seafood restaurants, provides a casual environment and great meal. At Bubba Gump Shirmp Co. food is the diva. They offer features shrimp, famous baby back ribs and everyone favorite drinks. Since 1996, Bubba Gump Shrimp Co. has been providing unique service, fantastic foods and fun casual atmosphere. Todays, this restaurant located in 22 national and 11 international locations, it has grown into a global brand (Source bubbagump.com).1.5.4.5 Gasoline CafGasoline caf is a new dining sensation that carries out modern lifestyle. It is a new look caf, provides varieties of delicious food, great atmosphere and convenient location. Gasoline caf is a concept caf specialized in comic themes. It provides fresh and nutrious meals. There is variety of cuisines served which are Hong Kong, Chin ese, Japanese and Western cuisines. All the food and beverages are prepared according to teenagers preferences and refined to suit local tastes. The drinks offered such as variety of smoothies, pop music drink and flavor taste of tea (Source gasoline.com.my).1.6. Customer SatisfactionIn todays competitive market, many companies are increasingly their firms marketing strategies and tactics in order to make profits and contribute fully growth of the company. Customer satisfaction factors and repatronage intention are global issues that may affect all organizations, it can be large or small company, profit or non-profit company and local or global company. To improve customer satisfaction and retention, many companies are interested in learning, analyzing and implementing new marketing strategies which aim for the benefits on firms financial (Fen and Lian, 2010).Quality and customer satisfaction have been recognized as an important aspect for success and survival in todays competitive market. Many researchers have conducted on these two concepts, quality and satisfaction are link together to customer behavior in purchase and loyalty intention (Olsen, 2002) willingness to spread postive word of mouth (Kang, Nobuyuki and Herbert, 2004) and complaint intention (Sderlund and -hman, 2005).In restaurant concept, customer satisfaction is used as an indicator whether a customer will patronage to a restaurant. Even there is no guarantee of a satisfied customer will return to particular restaurant, but it is nearly certain that a dissatisfied customer will not repeat their visit. An analysis on customer satisfaction factors will provide clues for food service manager to take action and increase the posibbility that customers will come back. (Soriano, 2002)In particular, food quality, atmosphere, menu, variety, service from staff, cleanliness, styling, price, interior design and dcor, professional appearance of staff and store location are all the components of store imag e in restaurant industry (Baker et al. 1994 Lindquist, 1974 Prendergast Man, 2002).In this study, in order to identify the factors that drive consumers come back to the specific restaurant, firstly will be look at the factors effect consumers satisfaction in casual restaurant industry as there is a research done by Ryu Han (2010). Continuing to find out what are the factors that affect consumers satisfaction in theme based restaurants industry. So from here we can actually know what the differences between consumer satisfactions in normal restaurant and in restaurant that has a particular theme.1.6.1 Casual eat Restaurant IndustryCasual dining restaurant industry already been started since late of 1960s, in 1980s it started to specialized into a concepts by create casual atmosphere, expand the menu appeal with alcohol and moderate the food price. Casual dining restaurant try to capture customer attention by create a theme and a brand image that represent a generation of the consu mer. Casual dining restaurant also has a wide variety on menu items that can be used for any occasions. They continuously improve their menu choices and offers limited items in limted time so consumers attracted to try and make multiple visits to their restaurant. (Murphy, DiPietro, Rivera and Muller, 2009)Casual dining restaurant has a knowledgeable and higher service level staff compare to dissipated food restaurants (Muller Woods, 1994). Currently, casual dining is an important segment of the restaurant industry. It is generating $65 billion sales and over 126,000 restaurants in the United States (NRA, 2007). This industry also expected to continue increse on yearly sales between 5% and 7% over the next 5 to 10 years (Darden Restaurants, 2006).Quick casual restaurant is a combination of fast food and full service restaurant which offers menus and dcor and it is reflective of casual dining restaurant. This type of restaurant tends to do high sales volume during lunch time and g enerate profit slightly higher than standard service restaurants. Their guests are commonly adult customers with middle to upper incomes level (Tillotson, 2003).1.6.2 Customer Satisfaction Factors in Casual Dining RestaurantIn casual restaurant, there are some factors can affect customer satisfaction such as the attractiveness of restaurant facilities, distinct food and sufficient level of service quality. Customer satisfaction is one of the most critical marketing priorities, because it is assumed to be an implication of repeat sales, exacting word of mouth and loyalties of customer.There are 2 main important aspects in the restaurant industry, (1) tangible (food and restaurant facilities), (2) intangible (interaction between service provider and customer). A proper combination between tangible and intangible aspects will result in customers perception of high service quality in that particular restaurant.The other study also suggested that food quality is the most influence facto rs affect customer loyalty in restaurant choice (Mattila, 2001). She has indicated top three reasons for customers to patronize their casual dining restaurant were food quality, service, and atmosphere.1.6.3 Theme Based Restaurant IndustryThe important charecteristic of theme restaurant service is consumers must present in the consuming process and experience the service delivery by the providers face to face. Customer wants the satisfaction of specific experiences that meet their perception, expectation and satisfy with the personal preference received during their consuming process (Hsieh Chen, 2009).To promote theme restaurant service quality, management starts to focus on split second of Truth between customers and service providers. Service quality is a communicational aspect, which helps the guest feel the actual warm hospitality showed to them via professional technics and tactics showed in service skills with high quality feeling (Hsieh Chen, 2009).Restaurant frequently d evelop new menus and offer a selection of different menu items to attract customers (Namkung Jang, 2007). Kivela, Inbakaram Reece (2000) determine menu variety as a significant attribute of food quality in determining customer satisfaction in theme/atmosphere restaurants. To conclude all the studies that have been found, food quality was the most important factors of overall restaurant service quality and is expected to have a positive relationship between customer satisfaction and loyalty.1.6.4 Customer Satisfaction Factors in Theme RestaurantTo assess customer satisfaction in the service industry, there is one most popular and widely way through an application of expectancy disconfirmation theory (Oh, 1999). The expectancy disconfirmation states that consumer form an opinion about particular service by comparing the actual service given by service provider with their expectations of how is the serive should have been performed (Oliver, 1980). The result from customer satisfaction is whether a customers perception given by service provider meets up to their expectation (Oliver, 1980 1981).Study found that from all the possible factors that affect customer satisfaction in restaurants, food quality is the most important and powerful factors for customer to return (Oh, 2000). In addition to that, according to study done by MacLaurin and MacLaurin (2000) about Customer Perceptions of Singapores Theme Restaurants, has explored and included food quality as one of the most important elements in theme restaurant, followed by theme concept, service quality, menu, atmosphere, convenience, value, product merchandise and pricing. Moreover, one of the examples from the study found that Hard Rock Caf is one if the most successful theme restaurant chains, its in highest rank among its competitiors in terms of food quality (MacLaurin Mac Laurin, 2000). Therefore, it is logic to think that theme restaurants food quality may influence customer satisfaction and result in retu rn intent.Beside quality of food plays important roles in theme based restaurant industry, there is a study done by Bitner, 1992 Wall and Berry, 2007 has provided evidence of how the physical environment influences consumer behavior. The physical environment of the restaurant such as restaurants atmosphere, ambience, dcor, furniture, and other facilities can have a great impact on the dining experience (Sloan,2004) and behavioral intentions (Ryu Jang, 2007). prior studies found that because of the unique nature of the restaurant service, physical environments could guide consumers in evaluating a restaurant experience (Wall Berry, 2007). Therefore, restaurant with theme based has wide opportunity to develop and play a big role in restaurant industry.Quality of atmosphere in a restaurant can influence customer patronage intention (Wakefield Blodgett, 1994). T