From The Perspective Of Experience Economy Of Theme Catering Space Design Research

In the context of intensifying competition in catering industry, building a differentiation theme catering brand has become more and more important. In order to enhance customers’ dining experience and raising customer satisfaction and loyalty, the theme restaurant must rely upon good catering brand image and catering space and atmosphere. At the same time, with the advent of experience economy era, the concept of experience design also emerges. As a new design idea and design method, experience design has been widely used in various design areas. Theme restaurant is essentially a service sector that focuses on unique dining recreation experience and cultural consumption experience, and therefore, the development of experience-based theme restaurant will definitely become one of mass experience consumption trends.In this article, from the perspective of experience economy, the author conducted the exploration and discussion surrounding the innovation concept that incorporates “experience design” into theme restaurant design and catering brand building. Moreover, the author also analyzed his practice project during his study for postgraduate degree, and selected “Little Conch”, a Jiaodong experience-based theme seafood restaurant, as his creative inspiration. Following collecting relevant initial consumer survey and existing issues regarding the restaurant, he figured out the demands of “Little Conch” theme restaurant for the brand and experience development. Furthermore, he re-derived the experience theme of the theme restaurant, highlighted the culture of the theme restaurant, and designed environment and products with strong interaction and involvement, thereby strengthening customers’ emotional experience, offering favorable strategies for maximized economic benefit and sustainable development of “Little Conch“ catering enterprise, and providing a new idea for the design of theme catering space.