From Food to Memories

A Narrative Literature Review on Experience Economy Realms in Theme Restaurants

Resumo

Despite the extensive body of research on the experience economy within the food industry, there remains a noticeable gap in understanding the customer experience, especially in the context of theme restaurants. The theme restaurant industry attracts customers as it offers a truly exceptional dining theme-related experience. Integrating experience economy realms into theme restaurants enhances the overall customer experience, creating a lasting impression in their memory and increasing the likelihood of repeat patronage. However, there is scarcity of studies on the role of the experience economy in theme restaurants, which might give profound implications to business owners and tourism boards. Thus, this study aims to assess essential realms theme restaurants should incorporate. This narrative review provides an extensive understanding by analysing 26 articles from academic search engines. The elements discovered were divided into five distinct categories: (1) education, (2) entertainment, (3) escapism, (4) aesthetics, and (5) sweet spot.  Incorporating these domains into a theme restaurant is crucial as it offers delectable food and memorable dining experience for customers. This understanding and utilization of experience economy concepts may serve as a strategic guide for owners seeking to create extraordinary theme restaurants that align seamlessly with the demands and desires of discerning consumers.