- 學位論文
雲端共享廚房導入餐飲經營可行性評估之研究
Feasibility Study of Introducing Cloud-Shared Kitchens into Food and Beverage Operations
摘要
雲端共享廚房作為一種新興餐飲商業模式，已在美國、印度等國得到驗證，並且是一種可行且可獲利的商業模式，而且在疫情之後，消費者使用外送平台作為餐飲消費的其中一個方式，其使用頻率已獲得相當大的提高，而在環境的改變下，外送已逐漸成為固定的、習慣的消費模式之一，台灣也不例外。而在台灣北部則已有企業開始嘗試使用雲端共享廚房的商業模式，且已逐步形成規模。 本研究旨在討論雲端共享廚房此餐飲商業模式在南台灣實行、經營的可行性，並以市場、經濟、法律等方面進行探討。研究方法方面，則採用了文獻回顧法和深度訪談法。文獻回顧包括了對雲端共享廚房的定義、運營模式、經營案例、經營策略等相關文獻的研究，並分析雲端共享廚房與傳統餐飲業的區別。深度訪談對象為南台灣的餐飲業者，談論業者對於雲端共享廚房的看法，並根據他們在南台灣經營餐廳的經驗，以判斷雲端共享廚房在南台灣是否會遇到什麼問題與挑戰。並針對此提供SWOT以及TOWS分析，用以提供本研究所需的分析。 研究結果表示，南台灣的餐飲業者對雲端共享廚房有著一定的瞭解，但也存在對於這一新模式的不確定性和疑慮。然而，多數受訪者對於嘗試這商業模式表示興趣，特別是對於新創業者來說，這模式提供更低的啟動成本和風險，而且認為雲端共享廚房在南台灣具有一定的商業潛力，但也面臨著挑戰和風險。建議初期的經營者應該積極開展市場，加強品牌建立，提高產品質量，並與當地知名品牌和餐廳建立合作關係。此外，內部管理也應該加強，建立嚴格的規章制度，確保營運順利，以降低法律風險。而對於更大的品牌，如作為帶領者進行業務模式的嘗試，可以激勵其他餐飲業者參與。這項研究結果提供有關雲端共享廚房在南台灣餐飲業的可行性分析，並為想要投身這一領域的業者提供有益的建議。雖然雲端共享廚房存在一些風險，但透過有效的策略和管理，南台灣的雲端共享廚房模式有望實現成功，並滿足當地消費者的需求且實現獲利。
並列摘要
Cloud Shared Kitchens, as an emerging business model in the food and beverage industry, have been validated in countries such as the United States and India, proving to be a viable and profitable business model. Post-pandemic, consumers have increasingly turned to food delivery platforms as one of their preferred dining options, making delivery a common and habitual consumption pattern. Taiwan is no exception to this trend. In northern Taiwan, businesses have already begun to experiment with the Cloud Shared Kitchen model, gradually building a presence in the market. This study aims to explore the feasibility of implementing and operating Cloud Shared Kitchens in southern Taiwan, considering various aspects such as market conditions, economics, and legal considerations. The research methodology includes a literature review and in-depth interviews. The literature review covers definitions, operational models, case studies, and business strategies related to Cloud Shared Kitchens, as well as an analysis of the differences between Cloud Shared Kitchens and traditional restaurant businesses. In-depth interviews were conducted with restaurant operators in southern Taiwan to gather their perspectives on Cloud Shared Kitchens and identify potential challenges and issues that may arise in this region. SWOT and TOWS analyses were conducted to provide the necessary insights for this study. The research results indicate that restaurant operators in southern Taiwan have a certain level of understanding of Cloud Shared Kitchens. However, there are also uncertainties and concerns about this new model. Nevertheless, a majority of the respondents expressed interest in trying this business model, especially for new entrepreneurs, as it offers lower startup costs and risks. They believe that Cloud Shared Kitchens hold significant business potential in southern Taiwan, albeit with challenges and risks. It is recommended that early-stage operators proactively expand their market presence, enhance brand recognition, improve product quality, and establish partnerships with local well-known brands and restaurants. Internal management should also be strengthened by establishing strict regulations to ensure smooth operations and minimize legal risks. Larger brands pioneering this business model can serve as role models to encourage other restaurant operators to participate. The results of this study provide a feasibility analysis of Cloud Shared Kitchens in southern Taiwan's food and beverage industry and offer valuable recommendations for those interested in entering this field. Despite certain risks, effective strategies and management may lead to the successful implementation of the Cloud Shared Kitchen model in southern Taiwan, meeting local consumer demand and generating profits.