Philippine Christian University Taft Avenue Manila

Research Paper on

The Effects of Ambiance on Appetite of Mcdonalds Customer in Pedro Gil Taft Avenue Manila

Submitted by: Grizelle Micah M. Aquino

Submitted to: Professor Iryl Nungay

CHAPTER 1

I.

Statement of the Problem: 1.Why do students loves to eat at Mcdonalds Pedro Gil? 2.Is the ambiance of Mcdonalds affects the appetite? 3.What are the effects of ambiance on appetite? 4.Why do student wants to eat and stay for a long time in Mcdonalds? 5.What are the effects of having a good ambiance in a fast food chain?

II.

Objective: The objective of this study is to know the effects of a good ambiance on appetite. It will show the differences and effects of having a good ambiance and bad ambiance in a restaurant. There as some factors to consider of having a good ambiance. One is the comfortable factor. It greatly affects the ambiance of a restaurant. The more comfortable the place is, the more customers will come to eat. Next is the smell factor. Customers dont want a bad smell when they eat. A good smell of a food or a restaurant can ooze the appetite.These are some of the factors of having a good ambiance. In this study, we will discuss the effects of ambiance on appetite. Is it really affects the customers? Is the customers will order more food than they will eat if the place will have a good ambiance? Or is it not that the ambiance that really affects the appetite? These are some questions that will have an answer after the study.

III.

Significance of the Study: The significance of the study to the students is to have an understanding that it is not only the food why people explores in different places or restaurants, these may have a good ambiance, good lightning and a comfortable place. Students can learn a lot of things in the this study. They can learn that the ambiance of a restaurant may affect their appetite. On some points like if the place is comfortable. They might order more food just to stay longer in the place. If the place has a good smell or a frying smell of a chicken or a particular food that is being cooked, it can ooze the appetite even if he/she is not hungry. These are some of the significance for students. The significance of the study to the teachers is to explore their thoughts about the restaurants. This study can help them analize that not only the food is famous on a restaurant. But also the ambiance can give a great impact on the restaurant. This study can also give additional information and knowledge about having a good ambiance.

IV.

Paradiagram of the Study:

Comfortable Factor

Cleanliness Factors of Ambiance

Good Smell of the Restaurant

Good Wait Staff

Good Lightning

V.

Theoretical Framework:

Good Smell can ooze the appetite

Good Wait Staff can give a good service

Good Lightning can give comfortability

Ambiance on Appetite

People like Comfortable Places to dine in. They are tend to stay longer.

CHAPTER 2 VI. Related Literature: Foreign Literature Local Literature Foreign Studies Local Studies Similarities and Differences of the Previews to Present Studies

Is What We Eat Influenced by the Ambiance of the Restaurant? Is what we eat influenced by the ambiance or lack thereof? After listening to many peoplecomplaint about previous restaurant experiences, it makes one wonder if a person's experience would have been different with a different setting. As a frequent globe trotter, I have eaten out many of times. One of my pet peeves is when a foreign eats at McDonalds while abroad. Personally, if I am spending the money or being sent overseas for work I am going to find the most complete opposite of what can be found in America. My waistline really does show that I have tons of eating out experiences and will hold true to it being a fact. Some of the restaurants are very rememberable while others I wish I could forget about completely. A few of my favorites are smaller "mom and pop" restaurants such as: 1. A small Indian curry restaurant in the basement of a department store in Osaka, Japan. 2. 2. A small Italian store/ restaurant that serves fresh cut meat sandwiches in Rockford, Illinois. There are large restaurants that I also prefer however these are the most dominating in my memory. So, what makes these restaurants stick out in my mind? Does it deal with why we eat food? Well, the two places above are both very small and very quaint. Neither one can serve more than fifty people at once because of location restrictions. In addition, these two places have a generalized theme which are based both on culture. Although I have not been to either Italy or India as of today, these places give me a general idea of what traveling to the countries of origin would be like if I have the chance. Digging deeper I tried to compare the two restaurants. The Indian restaurant is quiet dark since it has no windows (it's seriously in the basement) with very little over head lighting at all. The Italian restaurant is in an open space with

tons of windows that provide light from the daytime sunlight. Thinking of other restaurants I prefer though, none of them are rather at the medium level. Even when I serve food in our dining room at home, we never have a medium level of light; it is always bright or really dim. This brought me back to an idea from one of the numerous marketing classes in college. The idea about ambiance has to deal with the comfortable factor. Scientists found that warm colors which include red lights will actually give off a cozy factor to a restaurant or office building. On the other hand, people generally like to have warm fluorescent lighting because it makes them feel comfortable and people just look better in this brighter light. Thinking back to my marketing classes though, there was no mention of medium lighting - it was only bright and fun compared to warm and cozy. So, with that information, I believe that lightening has a great part in the foods we eat. Just think about it, when you are home in your pajamas eating dinner, you eat more than what you would if you were out and about in a fast-food restaurant. Therefore, people eat more if the lightening contains red while people eat less in blue or green lightening. Now the next part to the ambiance factor is smell. Both of the restaurants smelled very good, the good food fills the outside of each of the buildings daily. It is mouth watering! Another example would be going to the grocery store and smelling the donuts from the bakery. I have been taught that some stores actually hook up the vents near the kitchen so that the smell of fresh baked goods will fill the parking lot to entice the shoppers outside. My husband always falls for this so I am sure there are more people out there that feel the same way. On the other hand, there are restaurants that I have entered and then turned right around and went out of the building. These restaurants usually serve fish. Therefore, I believe that the smell of the eating location plus the serving staff must be good to get people to eat more food. Even though you may love a food, your nose will turn up the favorite dish if it does not look or smell right. So, the smell of the food and building has a great impact on why we eat the food we eat. So, there is truth behind the theory that eating the food we eat is based on not only personal likes and dislike but also on the ambiance of the location. The ambiance includes good wait staff, cleanliness, dim or bright lightening and good smelling locations. It is important to understand why we eat the foods we eat so that overeaters (such as myself) can not over eat. It is almost like learning the tricks of a magician; in this case the magician is the restaurant sales manager to overcome eating. Learn the tricks and you will lose the weight.

Restaurant Ambiance Study: Restaurant Atmosphere Make Us Eat More A new study has shown that the ambiance of fast food restaurants urges us to eat more. This research, conducted by Brian Wansink and Dr. Koert Van Ittersum, looked at the effect of surroundings on food consumption. They gave half of a Hardees fast food restaurant a makeover with new paint, jazz music, and soft lighting. They then studied three main areas of eating: what customers ordered, the speed the ate at, and if they went back for more food. The results from the fine dining section were surprising. Customers ordered the same amount of food, ate it much slower, and enjoyed the food much more. The fast food section ate their meals very quickly and ate more calories of food. While the bought amount of food was the same for both sections, the fine dining group didnt eat all of the food. These results were opposite of the hypothesis. The researchers believed that the customers in the fine dining area would consume a great amount of food. They thought the relaxed ambiance would encourage people to stay longer and order more food as a result. A possible explanation of this result is that eating slower made the customers realize they were full, while the fast food side ate all their meal before having that body signal. The study suggests that fast food restaurants that wish for consumers to have a more enjoyable experience should create a more relaxing ambiance. Customers would purchase the same amount of food and enjoy it much more.