Physical Evidence of Small Theme Restaurant in Indonesia: A Case Study of Ramen House

In order to remain exist in the tight competition in culinary industry, business people have to make a clear differentiation for their venture. Bandung, the capital city of West Java, is famous for the creative people and it is one of good places to start a culinary business in Indonesia. This paper observes the elements of physical evidence and the types and roles of servicescape of Ramen House, a small Japanese restaurant in North Dago, in order to create uniqueness compare to other restaurants in Bandung. Ramen House has distinctive exterior and interior facilities as well as other tangible things in order to serve the customers. The servicescape usage of Ramen House is interpersonal service; meanwhile the design of servicescape has three roles, which are package, facilitator, and differentiator. The important thing for the theme restaurant is the consistency in conveying the concept through every part of the restaurant's physical evidence.