Theme restaurants are primarily run based on spatial planning, decor and entertainment arrangements, with a distinctive theme or specific style to attract consumers and create a value in the minds of consumers. Consumers’ product and service purchasing decisions depend not only on satisfaction with the “physical function,” but also spiritual satisfaction with the “psychological function.” Pine II and Gilmore (1999). With the evolution of consumption patterns, themed architectural spaces have begun to appear to satisfy different purchase behaviors and provide various intricately designed experiences (Chih Jen Lee, Yu Chia Wang and Deng Chuan Cai, 2015). Kotler (1973) stated that the place, more specifically the atmosphere of the place, is more influential than the product itself in the purchase decision. Levitt (1981) found that when consumers assess intangible products (such as services), their evaluation is typically based on appearance and surface impressions. Customers typically spend at least a moderate amount of time in the facility hoping to enjoy the decor and the employees’ service in theme restaurants. The food usually takes a backseat to the theme, which is what these restaurants use to attract customers (Turley and Fugate, 1992). When the environment atmosphere is used for commercial purposes, the planning direction and detail design are crucial for forecasting consumption. However, the design and decoration of the designer during the planning of theme restaurants must follow the traditional design criteria or be attached to the individual design style, with less consideration given to the preference of the target consumers. Kim and Moon (2009) also pointed out that the physical environment attributes in theme restaurants are likely to play a significant role in improving customers’ perceptions and behaviors.
Space is no longer merely a traditional accommodation area; it also possesses the symbolic value of “atmosphere” and “meaning.” If consumer space is discussed from this perspective, then space can be considered an integration of various signs or part of the product itself. Occasionally, space may even surpass the product and become the principal aspect. Therefore, space is becoming increasingly symbolic in numerous fields. The personality of a space can be shaped by various signs to present a context with a particular “theme” effect. Theme restaurants are dining places decorated with a complex of distinctive signs that are independent from the eating and drinking activities (Beardsworth et al., 1999). Space designers transform this narrative or concept into an experience that enables consumers to perceive the theme. Restaurants today have become one of the best designed facilities because dining today has become fashionable and customers expect to have outstanding environment when they visit restaurants (Sabherwal, 2011). A customer has to get a proper compensation for the price that he is willing to pay for the meal and the best way to provide them, besides food and service, is through restaurant design that will seduce them and want to come back (Sabherwal, 2011).