Revisiting ambience in multiplex dining

Purpose This critical reflection paper (CRP) synthesises and critiques empirical research on ambient influences in multiplex dining environments. It aims to expose the limitations of dominant single-venue theories and propose an extended contingency framework that accounts for the dynamics of shared space. Design/methodology/approach Following the systematic literature review protocol (PRISMA), we conducted a critical synthesis of 14 empirical studies grounded in servicescape theory, the stimulus-organism-response (S-O-R) model and territoriality theory. A modified mixed-methods appraisal tool (MMAT) was used for quality appraisal. Findings The analysis reveals that the assumed environmental control and brand autonomy in foundational models are problematic in multiplex contexts. Ambient effects are critically moderated by two multiplex-specific factors: cross-vendor ambient spillover and managed social density. Restaurant formats function as pure moderators of the organism–response relationship. Practical implications The multiplex ambience contingency framework (MACF) provides actionable guidance for architects, multi-venue managers and policymakers. Architects should adopt dual-level ambient planning. Managers must collaborate on macro-level ambience management. Policymakers should mandate inclusive design and sustainable practices in public dining precincts. Originality/value The framework offers a novel lens for understanding context-shaped sociocultural and physical dimensions in multiplex settings, whilst serving as a propositional guide for incorporating ambience into future planning and empirical testing.