義式餐飲空間設計呈現的品牌差異－以薩莉亞義式餐廳及布納咖啡館為例

餐廳要能歷久彌新，就要不斷的創新，以跟上時代的潮流，才不會被市場淘汰，因新型冠狀病毒（COVID-19）疫情影響，許多餐廳難以存活，但仍有體質良好的餐廳挺過挑戰。目前台灣的義式餐廳，在競爭激烈下，如何勝出值得探究，其中，薩莉亞及BUNA餐廳經得起考驗，且在疫情下仍在市場上突破重圍，品牌的經營特色，更值得深入探討。為了解品牌是否影響餐廳的空間設計？不同餐廳空間的關鍵設計差異？透過田野調查法，選定薩莉亞義大利餐廳及BUNA義式餐廳進行實地調研，針對LOGO、區位、座位、菜單、消費金額、材料、色彩、燈光、造型、隔屏、空間分配及空間動線…等進行比較，探討空間設計與餐廳品牌的關聯。研究發現：薩莉亞義大利餐廳為日系餐廳，以「義式鄉村」設計、「家庭聚餐」、「平低價位」來呈現品牌定位，使用義大利原始面貌做為品牌精神；而BN義式餐廳為台灣品牌義大利餐廳，以「低調奢華」設計、「商務聚餐」、「中高價位」、「不限時間」、「大空間感」及「咖啡廳」的訴求提供優質服務，體現的品牌質感及貼近生活的品牌精神。

關鍵字

品牌差異；義式餐廳；空間設計；品牌形象；市場定位

並列摘要

The new coronavirus (COVID-19) epidemic has made it difficult for most restaurants to survive, but there are still strong and good restaurants that have survived the crisis. With so many Italian restaurants in the Taiwan market, Saria and Buna restaurants have been able to withstand the test and still break through the market after the epidemic. The purpose of this study is to understand the brand differences between different restaurants. Through field research, Saria Italian Restaurant and Buna Italian Restaurant were selected for comparison. The results were compared and analyzed, and the related drawings were made. The study found that: Saria Italian Restaurant is a Japanese Italian restaurant, which uses ＂design of Italian countryside＂, ＂family dinner＂ and ＂low price＂ to present the brand's clear positioning and the original Italian look as the brand spirit; BUNA Italian Restaurant is a local Italian restaurant, which uses ＂design of low-key luxury＂, ＂business dinner＂, ＂medium price＂, ＂unlimited time＂, ＂large space＂ and ＂cafe＂ as the demands to provide quality services. We provide quality service and embody the brand quality and the brand spirit of close to life.

並列關鍵字

brand difference ； Italian restaurant ； space design ； brand image ； market positioning

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