並列摘要
Pizza Art is a fast-casual pizza restaurant with an emphasis on the “Create-Your-Own” experience with fresh and healthy pizza ingredients. In Taiwan, the food and beverage industry is a $380 billion NTD per year market with an average growth rate of 2.92% in revenue over the past 5 years. Within the food and beverage industry, the restaurant business accounts for roughly 80% of the total market, with small to medium sized businesses comprising of the majority. Competition in the food and beverage industry in Taiwan is fierce. In particular, pizza chains such as Pizza Hut, Dominoes and Napoli, along with few other specialty pizza restaurants dominate the market for pizza. However, these traditional pizza restaurants are generally lacking in healthy food options and do not encourage the ability for customization. Through research and planning, this business plan goes to show the potential in starting a new pizza restaurant in Taiwan that focuses on allowing its customers to create his or her own pizzas while selecting from a variety of healthy toppings from reliable sources. With a unique business model, Pizza Art will be able to provide its customers with the most convenient, freshest and fastest customized pizzas at a competitive prize that will cater to the needs of pizza lovers who are also health conscious eaters. This study analyzes and attempts to distinguish Pizza Art from its competitors from its business model, competitive advantages and other factors. This study also summarizes how value proposition can help Pizza Art to withstand such strong competition in Taiwan.
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