寶島香-餐廳企劃書

Abstract

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"TAIWAN O’ TAIWAN: A Proposal for a Malaysian Kopitiam-style Eatery Specializing in Affordable Taiwanese Street Food" The demand for Taiwanese street food in Malaysia has been steadily growing, with limited options available and less authentic options at relatively high prices in restaurants and cafes. To cater to the increasing demand for affordable Taiwanese street food, "TAIWAN O’ TAIWAN," aims to establish a low to medium-pricing eatery in a familiar Malaysian Kopitiam setting. (Kopitiam, a popular gathering spot for Malaysians of all ages and backgrounds, serves affordable street food from breakfast to dinner.) This business proposal draws upon relevant literature, including “Kopitiam: Discursive Cosmopolitan Spaces and National Identity in Malaysian Culture and Media”, “The role of Taiwanese street food in the Formation of local food cultures: A case study of night markets in Malaysia.” and “Effects of Traditional Coffee Shop (Kopitiam) Service Quality on Customer Satisfaction and Customer Loyalty: A Study on Malaysian Youth.” These academic papers provide insights into the current demand for Taiwanese street food in Malaysia and emphasize the need for a more localized setting, departing from the conventional Taiwanese restaurant experience, to cater to Malaysian preferences. The proposed business aims to create a fast-moving Taiwanese street food (or meals) eatery that provides a sense of familiarity among Malaysians. Offering affordable prices, and striking a balance between delivering authentic flavors and controlling pricing to suit the general market's affordability is the aim of this business proposal.