台灣餐飲產業現況與區位探討—以好客餐飲為例

Abstract

近年來台灣餐飲業蓬勃發展，各式料理甚至聞名海外，百家崢嶸。各國美食首家店面，多設置於人潮眾多之處，提升知名度，建立品牌。餐飲業的選址策略多以顧客導向作為原則。近年來台灣出現越來越多大型購物商場，其中發現在大型購物商場中開設店面，依著購物商場原有人潮，可帶動新品牌飲食業的品牌形象。另外，不依附大型商場人潮的據點，卻仍可以保持盈利狀態。因此藉此兩種不同的展店模式策略，加以規整出一套完善的展店模式系統。 因此本研究發問，餐飲業的發展策略目標-展店計畫與區位條件是否相關，且相關程度是否為展店的成功關鍵。以新品牌為主要研究範圍，研究發現新成立的飲食品牌，透過展店規劃，更快的累積知名度，且藉由將新品牌設點於知名餐飲店周邊，增加民眾對新品牌的認識，來創建新品牌的印象。藉個案進一步分析好客餐飲各分店設點區位與展店策略的關係，進而延伸討論不同區位的狀況下，需要解決的問題以及選址決策的優勢。 以個案研究為主，研究對象為好客餐飲。好客餐飲於2013年成立，目前分店多位於北台灣，已經有台北市府店、忠孝店、南港店、站前店、新竹店、中壢店，另外中南部有台中分店、高雄分店。根據本研究結果顯示，好客餐飲整體策略發展在於「區位與品牌」的互動與平衡，在新品牌草創階段，透過大型購物中心的人潮產生的集客效應，建立品牌好感，甚至希望達到顧客的品牌忠誠度。透過研究發現，設置於百貨公司的分店，其營業費用反而較低，將經營所需風險轉嫁給百貨，造就百貨店營業狀況更加順利，表現也更加亮眼，因此認為百貨店優於街邊店。為求達成集客效應以及減緩淡季衝擊的兩個優勢更建議未來擴展分店，多以設點於大型購物商場的方式作為全台灣展店策略的原則。

Taiwan boasts a prosperous foodservice industry, with its diversified dishes known worldwide and restaurants opening one after another. Chain restaurants across the world usually open their first locations in crowded districts to gain publicity and build up brands. Siting strategies of the foodservice industry majorly focus on customers. It is observed that restaurants in Taiwan’s increasing shopping malls have taken the advantage of the crowds to enhance brand images. Meanwhile, restaurants located in other places also remain profitable. This study aims to conduct analysis on the two different siting strategies and build up a comprehensive chain restaurant expansion strategy. The study tries to discuss the relation between expansion strategies and location advantages, and whether this relation leads to the success of a restaurant. Subjects of the study mainly consists of new restaurant brands. It is observed that new brands applying expansion strategies receive publicity faster, and that their new locations are usually close to already well-known restaurants in order to raise the attention of the public. A case study is conducted on Homker Catering Group. It analyzes the relations between the locations and expansion strategies of individual branches in the group. In addition, the advantages of different expansion strategies as well as problems to be solved under different locations are also addressed in the study. The subject of this case study is the Homker Catering Group, established in 2013. Most of its locations are in northern Taiwan, including the Taipei City Government, Zhongxiao, Nangang, Taipei Railway Station, Hsinchu, and Zhongli branches. Central and southern Taiwan locations include Taichung and Kaohsiung. The result indicates Homker endeavors to reach a balance between location and branding. When the catering group first started, it capitalized the cluster effect brought by shopping malls to build a positive brand image and customer loyalty. In addition, operating costs in a shopping mall were low, and operational risks were shifted to the mall. With these two advantages, restaurants within a shopping mall outperformed their individual counterparts. To further utilize cluster effect and ease the negative impact in cold seasons, the study recommends Homker Catering Group adopt opening new locations in shopping malls as its main expansion strategy in Taiwan.