商業計劃 - 臺灣風味全素食滷味餐廳(維也納門市)

Abstract

商業計劃 - 臺灣風味全素食滷味餐廳(維也納門市)

This business plan is intended to open a vegan quick service restaurant, offering authentic Taiwanese food in the Austrian capital Vienna. The restaurant is named Frau Fu and is following the concept of Taiwanese Lu-Wei, which is completely new to the Austrian market. Additionally, the business is focusing on seasonality as well as sustainability and fresh ingredients are mainly bought from local farmers and producers. Offering a signature Taiwanese Lu-Wei soup base will make the restaurant even more authentic and special. Analyzing the local restaurant market shows that Vienna is the perfect location to open the business and to introduce the Taiwanese cuisine to the consumers. Revenue in the Austrian restaurant sector as well as money spent on eating in restaurants are showing a tendency to grow, which indicates that it is a good time to enter this market. Current market trends are supporting the assumption that Frau Fu will be on high demand. Even though Asian food is highly popular, there is still a lack of vegan options in Vienna. By entering the niche of vegan Asian food, Frau Fu is aiming to close this gap. Offering outstanding quality and service, the restaurant is following a premium pricing model, which according to local market research, will be well accepted by the Viennese population. Marketing-wise, the restaurant will put high emphasize on word-of-mouth marketing and will use different online as well as offline marketing tools. Investigating the market, the number of target customers that are expected to be attracted by the new restaurant as well as the anticipated cost, a profitable business can be assumed. It is expected that the business can break even within the first year.