2. 2
contents
About the Research
Food Court Typologies
Outdoor Case Study: Tapak Urban Street Dining
Indoor Case Study: Selera Street
Location
Food Variety
Food Quality
Seating Plans
Design and Ambiance
Numbers
Things to Ponder
Conclusion
References
3
4
7
8
9
10
11
12
14
16
17
18
19
3. 3
about the research
Perhaps the most identifiable characteristic of the Malaysian culture
is its association with the local food. Malaysians are proud of their
local cuisines that it often becomes the main attraction for tourists
to visit the country. Food forms the very fabric of the community due
to its ability to bridge social gaps in Malaysia. It is no surprise then,
that food establishments such as 24-hour restaurants, food courts,
food trucks and fast food chains are ubiquitous in Malaysian cities
especially within the Klang Valley.
The success rate of food establishments in Malaysia however, are
mixed. Some outlets seem to prosper beyond expectation with
customers lining up just to get a place to sit whilst others may
struggle to pull in even 10 customers a day.
The purpose of this research is to explore the factors that affect
the success or failure of food establishments in Malaysia, based
on hypotheses relating to the ambiance of a food outlet as well as
the quality of food served. The research will look into which factor
affects the success of a food establishment more, assuming that
other variables such as economics and demographics are constant.
3
4. 4
Open Outdoor Indoor Air-Conditioned
The first parameter
in the research is the
typology of the food court.
In Malaysia, there are mainly
two typologies for food courts;
the outdoor, hawker-style food area,
and the modern, air-conditioned, indoor
food courts normally found in shopping malls.
The typology affects:
• the ambiance
• comfort
• cleanliness
• variation of food outlets
• customer demographics
• quality of food
• price
food court
typologies
4
7. 7
outdoor
food court
case study:
tapak urban street dining,
jalan ampang
6pm - 12 am daily
24 food trucks
2,879.91 m²
Operating Hours
No. of outlets
Floor Area
8. 8
indoor
food court
case study:
selera street,
sunway putra mall
10am - 10 pm daily
35 food outlets
2,027.81 m²
Operating Hours
No. of outlets
Floor Area
10. 10
food variety
Local Local
Foreign
Verdict: TieD
Foreign
Overall Overall
selera street,
sunway putra mall
tapak urban street dining,
jalan ampang
Although there is relatively less variety in terms of food choices at Tapak, the set up as a food truck
gives it flexibility to refresh the food offerings every few weeks, which is an advantage over fixed food
courts like Selera Street
11. 11
food quality
Local Local
Foreign Foreign
Overall Overall
selera street,
sunway putra mall
tapak urban street dining,
jalan ampang
Since Selera Street’s restaurant operators were curated from a list of established
F&B companies, they offer better food quality in terms of taste and presentation.
Verdict: Selera Street
14. 14
design &
ambiance
a
c
b
a
b
c
a: impressive view of the city
b: practical decorative lighting
c: simple, authentic stalls
a: superficial / extensive decoration
b: established f&b outlets
c: limited walking space to maximise
floor area of food outlet 14
15. 15
design &
ambiance
Inviting? Inviting?
Superficiality Superficiality
Overall Overall
selera street,
sunway putra mall
tapak urban street dining,
jalan ampang
Tapak’s location in the city centre, as well as its open floor space and unpretentious
furnishings gives it a more inviting vibe.
Verdict: Tapak
16. 16
numbers
Approx. Daily Crowd
Approx. Monthly Revenue Per Outlet
520
RM23,400
300
*
RM13,950
* on a working day
Note: Approximation was based on research
with at least 2 vendors on daily turnover rates
and average price of items. Assumptions
include average spending of RM30 per
person and that every stall receives similar
number of customers daily. Verdict: Tapak
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18. 18
How to create a successful food Court?
Location Spatial
Planning Ambiance
conclusion
Location can be the main
generator of crowd for
a food establishment.
A good location should
consider accessibility,
traffic flow, culture and
demographics of the
customers.
Effective spatial planning
directly impacts the
customers overall
satisfaction with food
courts, as it affects
turnaround time, ease of
circulation and comfort.
The overall ambiance of
a food court is generally
the “cherry on top” to
help food operators gain
loyal customers and
establish the company
brand for the longevity of
the business.
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19. 1919
references
Wan Mohamed Radzi, Che Wan Jasimah et al. Food Intake In Malaysian Culture And Society: Focus On
The Younger Generation. Kuala Lumpur, Department Of Science And Technology Studies, Faculty Of
Science, University Of Malaya, 2015, https://umexpert.um.edu.my/file/publication/00003939_60280.pdf.
Craving Success: Introduction To Critical Success Factors In The Restaurant Industry & An Overview Of
Two Successful Restaurateurs. 2008, http://arrow.dit.ie/cgi/viewcontent.cgi?article=1037&context=dgs.
Food And Beverages Industry - Key Success Factors. Pefindo Credit Rating Agency, 2017, http://www.
pefindo.com/index.php/fileman/file?file=314.
