- 學位論文
美食遊樂園：泰國的複合式廚房及美食家廚師平台
Foodies’ Playground: Multifunction cooking space for rent and platform connecting cooks and eaters in Thailand
並列摘要
In the past few years, the consumer’s lifestyle has changed dramatically. Consumers or eaters tend to order food from delivery services instead of going out and having a meal in a restaurant, more so than in the past. Because of the changes in eater behavior, the business concept of ghost kitchens and restaurants has become very popular in many countries around the world. However, in Thailand, this business concept is still not that popular. Cooking facilities for rent for this kind of business are still rare and hard to find even in Bangkok, the capital city of Thailand. Moreover, in Thailand it is hard to find a place where professional chefs or cooks can demonstrate their cooking abilities and raise their reputation without investing a lot of money to open their own restaurant. It is from this void that the idea of Foodies’ Playground emerged. Foodies’ Playground (FP) is a venue in Bangkok that allows professional chefs/cooks and eaters to gather and share their passion for food. The service of FP includes a physical facility for rent comprised of cooking facility with a multifunction space, which is suitable for setting up exclusive food events, cooking classes, private events and cooking facility for rent which suitable for cooking as a hobby, or starting ghost kitchen and virtual restaurant business. In addition, FP also hosts a internet-based platform that helps professional chefs/cooks and eaters to match supply and demand together. The target customers of this business are professional chefs/cooks who want to build their reputation for their career or those who want to start their own delivery food service, as well as eaters who love and enjoy everything about food. FP is a private limited company which is located in Bangkok, Thailand. The company consists of 3 business partners and the share will be divided into 60%, 20% and 20%. In this business plan, in order to increase customer awareness and induce more sales figures to the company, apart from special promotions that will be provided occasionally to the target customer, FP also attracts more customer by using both online and offline advertising campaigns. For the financial part, due to its large startup cost, the breakeven point is expected to be reached within 3.85 years. After that, the company expects the net profit to increase every year starting from 1.28 million THB in year 3, 4.7 million THB in year 4 and eventually 7.6 million THB in year 5.