Determinants of Consumer Preference Transformation Towards Theme-Based Restaurants in Chennai

The rapid transformation of the restaurant industry in urban India has resulted in a discernible shift in consumer preferences from conventional dining establishments to theme-based restaurants that prioritize immersive and experiential consumption. This study examines the factors influencing such preference shifts among consumers in Chennai, with particular emphasis on demographic characteristics, social media influence, and experiential dining attributes, including ambience and thematic appeal. A quantitative research design was employed, with primary data collected through a structured questionnaire based on a five-point Likert scale. Using purposive sampling, 111 respondents who actively engage in dining out and interact with food-related digital content were selected. The data were analyzed using descriptive statistics, chi-square tests, correlation analysis, and multiple regression techniques to evaluate the relationships between demographic variables, digital influence, and experiential factors. The findings indicate that age and income significantly affect consumer preferences, whereas occupation does not demonstrate a statistically significant impact. Furthermore, social media platforms and food vloggers exert a substantial influence on restaurant selection, with strong positive correlations observed between vlogger credibility, trust, and behavioral intention. Among experiential determinants, ambience emerged as the most significant predictor, followed by thematic uniqueness and cleanliness, highlighting a pronounced inclination toward experience-oriented consumption. The study concludes that consumer behavior within the restaurant sector is increasingly shaped by the convergence of digital influence and experiential value creation, reflecting a broader transition toward the experience economy, and offers practical implications for restaurant operators to enhance customer engagement through innovative thematic concepts, aesthetic differentiation, and strategic digital marketing interventions.