Think of food heavily flavoured or fragrant with spice. What sound would you associate with spicy food? Specifically, what sound would you associate with the popular rice noodle chain TamJai SamGor (譚仔三哥).
TamJai’s dominantly red décor give us a hint about what it specializes at: spicy mixian. Mixian (米線) is a type of rice noodle from the Yunnan Province of China. Most noted for its “Hot & Numbing Soup Mixian”, the mixian specialist offers up to nine different degrees of spiciness to choose from for those who want to challenge their taste buds. A successful brand, TamJai SamGor in Citywalk 2 is moderately busy. Although the voices of waitresses taking orders are clearly audible, the eatery is not too noisy. Background music is not heard, probably eclipsed by human voices. However, the lack of it presents an opportunity for the brand to step up its spice game.
Scientists at the University of Oxford have discovered that certain types of music – those with fast beats, distorted notes and high-pitched sounds – can enhance the sensation of heat from chili peppers. Apart from setting the mood for diners, music can serve as what the researchers call “sonic seasoning”. Do you think it is a good idea for TamJai SamGor to play those types of music in its restaurants?