Tapak, Food + Ambiance

TAPAK FOOD AND AMBIANCE

BY CHIN VIN YAN

INTRODUCTION Dinning can be more than just the taste of the food but the experience. “Where one eats can be as important as what is eaten� by Morio Hodgson a restaurant critic for New York Observer. Ambiance is an important impact towards the choice of food and taste of the foods. It is both physiological and a psychological act. Thus, the ambiance of a space or a place are an key factor of people to dine at and also to cultivate the human behaviour. In this book, it portrait the dining experience in Tapak and the elements of how ambiance impact the food there.

LOCATION

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Tapak Urban Street Dining is located at the central of Kuala Lumpur city which Petronas Twins Tower is stunningly the backdrop of the site. The site is a parking in daytime which alternately transform into a food truck gather place at night time. Food truck will place around the site then dinning seats will be the central point of Tapak. Beside that, diverse of food can be found there which is happen because of the food truck culture.

At there, ambience seem to be a key attraction of people coming back. Hence, it become a popular spot in Kuala Lumpur.

DINING EXPERIENCE IN TAPAK

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2.

3.

ORDER

DINING

Food trucks will park around the the site, Order will be place and pay first, food will be serve on ur hand.

Dining are sharing together without determine by which food truck. It located at the c e n t r e o f Ta p a k w h i c h surrounded by the food truck.

DISPOSE In Tapak, food are serve on a d i s p o s a b l e d i s h e s . A f te r finished, dishes have to be dispose by ourself.

PSYCHOLOGY OF FOOD &AMBIENCE

LIGHT

SOUND

Light is an key factor for dining experience. Different kind of atmosphere is use to represent the dishes and also enhance the dining experience. Dim light is commonly found in the restaurant the give an romantic effect.

Sound and noise will affect the experience of dinning. The noisier the restaurant, the faster the consumer eat. That is why restaurant use music to cover the noises of people from next table.

SETTING The height of the table or arrangement of table will affect the comfort of costumers.

Beside that, the shape of the table is also affect how people like to socialise to one another to the people.

ORDER

LIGHTS EFFECT Light play a huge roll in ambience. It effect what to see, and how it feel toward the cuisine. In Tapak, food truck install different colour of light to represent their cuisine. Catchy colour like red, blue, purple & pink is use to more emphasis their truck in the site. On the other hand, the lighting effect determent the choice of food despite knowing how it taste like. Beside that lighting are the tool to present their menu. It show that, the got lighting ease the user to read through the menu. Hence, people tend to go for food truck are bright in Tapak.

FOOD

NEON LIGHT

NEON LIGHT

MENU LIGHT

The coconut milkshake truck uses cool colour light on the signage and balance it up using warm colour in their kitchen. It represent the foods and also the choice of illuminating the menu give a sense of more approachable.

The Mexican food struck uses the s i g n a g e l i g h t to g i v e a c l e a r representation of their menu. They keep the menu bright but uses warm colour light bulb to balance the atmosphere of the truck. It shows that there is more costumer choosing it because of it clear menu.

Red colour give a sense of emphasis or attention. It catch the attention but using it for showcase the menu is eect the reading process of the menu. Thus, it become the least people to approach on.

SOUNDS While the choosing process, the sound of food preparation also stimulate the sense and aect the choices. It give a clear representation of what is to serve at the food truck and also give a kitchen like eect.

Beside that, the food smell alternately will attract the costumers to the food truck.

DINING

DINING AMBIENCE In Tapak, dining area had divided into two.

Both area had dierent ambience that attract people. Beside that, dining area are separated from the food truck is to decrease the noise that disturbing the costumers. To enhance the dining experience, Tapak use lights, music and setting to attract people.

DINING AREA A

DINING AREA B

ENRANCE

DINING AREA A Dinning area A is more dark compared to area B. It tend to focus more of the light of the skyscrapers by dim down the area. However, it makes dining area A is less likely to dine at due to it is too dark to be dine at.

DINING AREA B To articulate the backdrop of Tapak, string lights is use to imitate the light of skyscraper in the city. Beside that, the choice of colour is warm hence it enhance the dining experience. The brightness at the area is just right, dim but still visible to foods. Hence, The dinning area B is more likely to attract people to sit at.

MUSIC BAND

MUSIC In dining area B, music is implement to enhance the ambience of the area. Beside that, it also uses as a tool to cover the noise of people talking and food truck. Hence in dining area B create a atmosphere of bar like eect. It attract most of the people too.

The furniture play a huge roll of dining experience. Hence it enhance the ambiance by using the right furniture. In Tapak, they uses square shape table which easily to move.

Hence is flexibility, It offer different amount of people in a table. Beside that, the square table allow user to easily to communicate to the opposite people. Hence, it effect how socialise in the table.

The choice of dishes are disposable in the Tapak. The purpose of this choice it to allow costumer easily to dispose their food before leaving the place. It did not enhance the dinning experience, however it affect the behaviour of the people. It form an culture to the costumer to keep the environment clean after finish dining.

CONCLUSION In conclusion, ambiance and food both work hand in hand. It not just affect the choice of foods but also the dining experience of customer.

In an urban dining area, Tapak elevated the experience of food truck dining. “if the food was good enough he would give three stars to a restaurant that had Formica tables, neon lighting and blaring music in the background.” But,’' he added, ''in actual fact the kind of place that goes to the trouble to make that sort of food naturally takes a great deal of trouble with the ambiance.’’ by Guide Michelin.

REFERENCES Hodgson, M. (1982, February 02). AMBIANCE OF EATING: WHAT IS ITS ROLE? Retrieved November 27, 2017, from http://www.nytimes.com/ 1982/02/03/garden/ambiance-of-eating-what-is-its-role.html? pagewanted=all Stroebele, N., & De, J. M. (2004, September). Effect of ambience on food intake and food choice. Retrieved November 27, 2017, from https:// www.ncbi.nlm.nih.gov/pubmed/15325695

GUIDED BY MR. NICHOLAS NG