開設Khana Ready印度餐廳之企畫書 / Introduction As India is moving towards global standards, Indian food is not far behind. Indian food has charmed the taste of consumers all over the world and continuing to do so. Taiwanese food market is pretty diversified. Taiwanese consumers like to have different cuisine. Indian food already has made a big impact on Taiwanese consumers to make it one of the most lovable cuisines currently in Taiwan. Usage of herbs imported from India makes the Indian food more lovable and very special. It’s about 20 years when the first Indian restaurant opened in Taipei. Since then it started mushrooming. Currently Indian food business became a lucrative model in this region. As a normal idea about Indian food in Taiwan is “it’s delicious and no comparisons to this but it’s expensive”. So the consumers prefer it only on the special occasion or business meals. Although it’s one of the most lovable foods, most of the consumer populations are untouched. I have gone through a small research process to come out with this business plan. On the basis of the result I got, I pen down this business plan. In this business plan I am going to put a proposal to start an Indian food store. This talks about the existing market situation, potential risks, competitors and consumer behaviors. This business plan includes on the revenue calculation, pricing strategy, promotion strategy and break even analysis. This intention of this business model is to bring the Indian food to the consumer at an affordable price with convenience. This is to create a new level for Indian food in existing Taiwan food market.

在尼加拉瓜馬拿瓜市開設「Hao Chi」高檔中國餐廳企劃書 / The Hao Chi Restaurant will be a high end Chinese restaurant which will provide authentic Chinese food and a rich cultural experience to local people and visitors. It will be located in Managua Km 12 Road to Masaya. A prestige pricing strategy will be implemented; setting high prices so that customers are aware of the quality of the food, service and environment. The profit margin of every dish will be stipulated at 55% of the price. Hao Chi’s target market is estimated at 67,008 people. The initial investment and working capital to start the business will be US$230,000; which will be funded from the owner’s capital and a bank loan. Hao Chi Restaurant has a positive NPV of US$395,324.40 which indicates that the project is viable and has an Interest Rate of Return of 26.17%. For Hao Chi restaurant, the payback period will take 3 years and 64 days.

CHIPOTLE Mexican Grill Taipei (hereafter will be abbreviated as “CMGT”) plans to open in Fall 2012 and will be located in the Xinyi District of Taipei, Taiwan. CHIPOTLE Mexican Grill Taipei will seek to capitalize on the growing interest in Mexican food by introducing to Taipei a decent but affordable choice of Mexican Grill – CHIPOTLE (NYSE: CMG). As one the most successful Mexican fast food chain restaurants in the United States, CHIPOTLE currently has no stores in Taiwan. As with other CHIPOTLE stores in the United States, CHIPOTLE Mexican Grill Taipei will serve a short list of menu but long on options, and is dedicated to become the number one choice of Mexican fast food for residents, workers and visitors in the Xinyi District as well as the metropolitan Taipei. Under the Corporation Law of Taiwan, CHIPOTLE Mexican Grill Taipei will be a limited liability corporation owned by Buzz Chen and Hughes Chen and two private investors. Both Buzz and Hughes have long been interested in bringing the CHIPOTLE dinning experience, which they both enjoyed a lot when studying in the United States, to Taiwan. Buzz, who has previously studied and worked in the San Francisco Bay Area of the United States and Shanghai China, is a soon-to-be MBA graduate of NCCU Taipei. Hughes, on the other hand, received his PH.D. in marketing from the University of Maryland and has worked part-time as a business consultant on numerous projects. CHIPOTLE Mexican Grill Taipei will seek to lease a space approximately 25 pings (坪) in the Xinyi District of Taipei. The Xinyi District is so called the “Manhattan of Taipei” where a number of financial institutions of both foreign and local have established their Taipei headquarters in, hence is very heavy with people traffic especially during lunch and dinner hours. An initial amount of NTD 4.54 million will be required for start-up, where Buzz and Hughes will each contribute NTD 1.16 million, and the private investors will contribute NTD 1.11 million each.

自二十世紀末起，全球吹起一股懷舊風，在台灣也出現許多以懷舊為訴求的商品以及行銷手法，懷舊餐廳的興起即為一例。但是懷舊策略的應用對行銷人員來說，具有不確定性的風險，因為懷舊可能會引發消費者正面及負面的情緒，因此，在運用時必須相當了解懷舊策略的本質與消費者特質間的關係，才能更有效的運用懷舊策略。 在國外，懷舊相關議題在學術上的研究近年來也逐漸增加，特別是以體驗觀點來探討消費者懷舊行為，但在國內懷舊體驗的探討相當稀少，因此，本研究以Schmitt (1999) 所提出的一套「體驗行銷」架構為主軸，並參考相關文獻後，加入消費者個人特質及使用情境等相關變數，藉以探討懷舊刺激創造之消費體驗，與其所引發的懷舊反應間之關係，並藉以提供懷舊餐廳業者，在定位及體驗行銷設計上的一些建議。 本研究實證結果如下： 1. 懷舊傾向對行為的懷舊體驗具有正向影響 2. 玩樂的使用情境對認知的懷舊體驗具有正向影響 3. 聯絡感情的使用情境對行為的懷舊體驗有正向影響 4. 認知的懷舊體驗對集體懷舊反應具有正向影響 5. 行為的懷舊體驗對個人懷舊反應具有正向影響 6. 聯絡感情的使用情境對個人懷舊反應有正向影響 7. 實際年齡與認知年齡之差對個人懷舊反應具有正向影響

法國的餐廳數量在法國大革命後快速增加，出外用餐成為人們的生活習慣，顧客的消費影響了法國的飲食文化。18世紀19世紀間，布爾喬亞成為法國物質消費的主體，其中的飲食消費佔了日常生活中的一大部分。他們的消費行為為飲食文化帶來了一股新風潮，例如新穎的食材、高級餐廳、餐桌禮儀到用餐時間的改變等等。為了與社會中其他階級作區別，布爾喬亞藉由飲食新風潮來界定「品味」的標準，以此做為其階級符碼。本文擬從布爾喬亞消費品味的角度探究19世紀的史料，從中分析法國的政治及社會環境如何影響18至19世紀的飲食文化，並從社會學探究空間、消費心態和區隔的研究方法討論「階級認同」的形塑過程中時人與環境的相互影響。

The restaurant industry in Taiwan has reached one of the highest points in growth and market size, having a very strong influence of foreign dishes and particularly western styles fusions to the everyday menu. During 2011, despite the decrease on Taiwan’s GDP growth, the restaurant sales on the island reached its highest point with 316,721 millions of NT$ growing from a 2010 total sales of 291,645 million NT$, accounting for an 8.6% growth; the highest growth level for the last decade . An important explanation for the strong performance of the industry comes from the high percentage of household income that the Taiwanese population spends on food and beverage. Based on the statistics from the Ministry of Economic Affairs of Taiwan, the percentage that a Taiwanese household spends on the Food and Beverage industry is 15.3% being the second largest area of consumptions after Housing. The internationalization process that the food industry in Taiwan is experiencing also makes for an attractive environment for Red Hot Buffalo Wings to start operations, with an attractive menu, customer oriented services and environment that targets university students and young adults.

Taipei is a diversified city with a large customer base to start up a new type of fusion restaurant. The idea of starting my own restaurant – FoodMaster would not only provide the public with a variety of delicious healthy dishes, but could also be regarded as a shelter; customers could relax and feel respected due to FoodMaster’s excellent services. In addition, the quality of ingredients is carefully monitored as food safety is now everyone’s concern. The business plan will give you an overview of FoodMaster’s business model and marketing strategies. After careful calculations based on realistic assumptions, the restaurant is able to reach break-even point in a year.

This purpose of this business plan is to evaluate the feasibility and to form a strategy of offering healthy food services in Taipei city, Taiwan. Analysis of market trend and competitors is included in this business plan together with a market survey which is conducted to understand the potential market and the needs of the target customers. Keywords : Healthy, Food, Restaurant, Business Plan

本文共分六章。 第一章緒論，說明研究動機、目的。主要研究觀測變數之間常發生共線性現象，希望 藉著因子模型的建立，以少數的幾個共同因子，描述問題的主要特徵。 第二章因子軸的旋轉程序。因子軸經過適當的旋轉使研究者更有意義的解釋原觀測變 數和共同因子之間的關係。在本章中主要介紹轉軸的原則－『簡單結構』，簡單結構 的意義，以及幾種常見的因子軸轉軸方法。 第三章因子化過程停止的判斷過程。在此主要介紹因子分析模式建立程序中，決定因 子數的幾種常見標準。 第四章群體相似性的比較。為了增加所果的可靠度，研究者可將被調查樣本群體，取 出部分再進行因子分析，所得結果如果和原先所得結果相似性很高，則我們就可以認 為所得結果是很穩定的，可接受性更高。 在本章中，主要介紹相似性的比較方法。 第五章實例。以福樂速食餐飲系統問卷中之問題：『一個良好餐廳應具備條件﹖』實 際進行因子模型的建立，轉軸分析結果以及結果穩定性的驗證。 第六章結論。

Jack Derby of Derby Management claims that a sound Business Plan is necessary for the owner as well as the assembled team to start a business and incorporate it. And the actual process of planning is the key to creating a workable Business Plan. The Business Plan consolidates management direction, provides debate and consensus, guides for potential crisis and acts as the company’s scorecard. A well thought out Business Plan is particularly crucial in order for a start-up to secure funds, as it contains disciplined balance, logical vision, financial projections, blue print for now as well as 3-5 years out, formal but accessible and not least creative. These are but some of the criteria for funding. In this project, I will explore how to plan, research and develop a workable model for a Business Plan. In particular, I will focus on devising a business model which describes the rationale of how an organization creates, delivers, and captures value – economic, social, or other forms of value with its market offering. Such a study should give insights into the workings of potential business entity that can excel in Asia Pacific, and break into global market too.