餐飲鍋物與經營架構-以甯客串串鍋為例

根據財政部統計處資料，台灣於2022年7月餐飲連鎖品牌家數高達6,873家，新開分店1,151間，較2020年成長20.1%。其中，又以火鍋、早餐連鎖品牌展店家數最多。由此可見，台灣人對於火鍋的熱愛程度，隨著各大餐飲集團紛紛進入火鍋這市場，日益提升。然而，在社會經濟、文化脈絡、新冠疫情影響下，人們的消費習慣及行銷的商業模式都已改變。各店家火鍋店礙於經營規模、品牌形象及有限資源，使得生存面臨一大挑戰。各火鍋店家花招百出，強調天然湯頭、巨無霸海鮮、肉品吃到飽，還有排隊時幫忙做光學美甲，幫客人擦皮鞋等..等，許多餐飲產業更面臨轉型或創新的問題。本研究以「甯客串串鍋-大里店」作為研究個案，依據實際經營過程，透過四大篇-品牌篇、地點分析與裝潢篇、商業架構與行銷篇、店內餐飲介紹篇，依序分析其品牌設定與架構，並附上人事勞動契約紀錄經營過程。

關鍵字

餐飲業；策競價；火鍋；甯客串串鍋

並列摘要

According to the Statistics Office of the Ministry of Finance, in July 2022, the number of restaurant chain brands in Taiwan will reach 6,873, and 1,151 new branches will be opened, an increase of 20.1% compared to 2020. Among them, hot pot and breakfast chain brands exhibit the most stores. It can be seen that Taiwanese people's love for hot pot is increasing day by day as major catering groups enter the hot pot market. However, under the influence of social economy, cultural context, and the new crown epidemic, people's consumption habits and marketing business models have changed. Due to the scale of operation, brand image and limited resources, the hotpot restaurants of various stores face a big challenge for survival. Hot pot restaurants are full of tricks, emphasizing natural soups, Big Mac seafood, all-you-can-eat meat, and helping with optical manicures when queuing, helping guests shine shoes, etc. Many catering industries are facing the problem of transformation or innovation. This research takes "Ningguo Chuanchuan Pot-Dali Store" as a research case, and according to the actual business process, through four chapters - brand chapter, location analysis and decoration chapter, business structure and marketing chapter, and in-store catering introduction chapter, analyze in order Its brand setting and structure are accompanied by personnel and labor contracts to record the business process.