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Chinese restaurants in Bandung existed since the colonial era. Customer satisfaction in a restaurant is influenced by factors including ambiance. This paper studied the important of ambiance in visitors- choice to a Chinese restaurant using 3 study cases. The method used were field observation, visual documentation, and questionnaire. Research finding was that ambiance was placed the third factor out four with level of importance at 58.8%, less significant than food (80,4%). However, when visitors were asked their visual preference and ideas on how a Chinese restaurant should be, they prefer a thematic restaurant with traditional ambiance.