精緻餐飲與休閒餐飲結合的混合型餐廳模式： 以台北現代消費者為對象之研究

Abstract

本論文探討於台北推行「混合式餐飲模式」（hybrid dining model）的可行性與策略價值，該模式指在同一營運架構下，同時設置高級餐飲（fine dining）與休閒餐飲（casual dining）兩種商業模式。研究背景基於台灣高端餐飲市場的演變脈絡，其中休閒餐飲著重於規模與效率，而高級餐飲則強調精緻尊榮體驗，兩者呈現明確區隔。本研究之核心問題為：此一雙業態整合模式是否具備營運綜效、提升顧客轉化率，並能跨業態維繫品牌價值。 本研究採混合方法進行分析，結合業界深度訪談（受訪者包含主廚、投資人與餐飲經營者）、市場數據分析與商業模式架構探討。研究運用商業模式圖（Business Model Canvas）與服務設計理論來建構雙概念營運模型，並透過問卷調查與質性訪談資料，分析消費者觀感、品牌訊號傳遞效果與營運可行性。 研究結果顯示，儘管該模式執行上具有高度複雜性，但其亦具備若干策略優勢，包括：收入來源多元化、資產使用效率最大化，以及在同一空間內實現差異化品牌敘事。消費者回饋亦顯示，尤其是在年輕且具消費力的族群中，對於兼具真誠體驗與彈性選擇的餐飲型態表現出高度興趣。 本論文對於「商業模式創新」與「體驗式餐飲」的相關討論提供補充觀點，將混合式概念定位為一種不僅僅是營運策略的選擇，更是一項品牌敘事的策略工具，對於欲在文化多元且經濟競爭激烈的市場中重新定義餐飲型態的業者、投資人與餐旅策略制定者具參考價值。

This thesis explores the feasibility and strategic value of a hybrid restaurant model that co-locates a fine dining experience and a casual dining concept under one operational structure in Taipei. The research is grounded in the context of Taiwan’s evolving high-end culinary landscape, where clear segmentation typically exists between volume-driven casual formats and prestige-focused fine dining. The primary research questions investigate whether such a model can deliver operational synergy, enhance customer conversion, and sustain brand equity across segments. The study adopts a mixed-method approach, combining in-depth interviews with industry professionals—including chefs, investors, and F&B operators—with market data analysis and business model frameworks. Business Model Canvas and service design theories were applied to structure the dual-concept model. Survey data and qualitative insights were analyzed to assess consumer perception, brand signaling, and operational viability. Results suggest that while execution complexity is high, the model offers significant strategic advantages: it diversifies revenue streams, maximizes asset utilization, and allows for differentiated brand storytelling within one physical space. Consumer response indicates interest in formats that offer both authenticity and flexibility, especially among younger, affluent diners. The thesis contributes to ongoing discussions on business model innovation and experiential dining by positioning the hybrid concept not merely as a logistical solution, but as a strategic narrative device. It offers implications for restaurateurs, investors, and hospitality strategists interested in reimagining restaurant formats for culturally dynamic and economically competitive markets.