蘇黎世新型態餐廳之營運與服務設計

The business design for a new hotpot style restaurant in Zurich

史若亞(Florina Clara Schmid)

指導教授 ： 陳彥豪博士

共同指導教授 ： 許文馨博士

國立臺灣大學/管理學院/企業管理碩士專班/碩士(2020年)

https://doi.org/10.6342/NTU202000244

摘要

無資料

關鍵字

火鍋

並列摘要

This business plan aims to open a hotpot restaurant in Switzerland, Zurich. But why open a hotpot restaurant? Even though hotpot is very popular in Asia, the majority of Swiss people never heard about hotpot before. Thus, this business plan is not about introducing a new business, but it is about entering a new market with an already existing and suc-cessful product.

The reason why a hotpot restaurant should be opened is simple, because there is no actual competition in the market right now. The market share of Asian restaurants counts less than 4% in Switzerland, from which only 1.8% count as Chinese cuisine. On the other side, Swiss people like to eat Asian food, as can be seen from the number of new opened Japanese stores lately.

According to the research conducted, three main trends could be observed in the Swiss consumption behaviour: fresh & home-made, vegetarian diet, and seasonal & regional products. This business plan provides an answer to all these trends. What could be fresher than if you put your own ingredients into the pot? Besides, the vegetable menu is adjusted seasonally and the restaurant offers vegetarian options and home-made products like for example self-made noodles. Further, the restaurant aims to solve major pain points of the customers, which are price, service and find a place where people with different food restrictions can eat.

The business model offers a cheaper lunch menu which costs between CHF 22 and CHF 28 and more expensive dinner set, which costs between CHF 28 and CHF 52 without drinks. Customers with a higher budget, can order additional ingredients and beverages. The aim of the restaurant is to create an authentic Chinese atmosphere, since tables, dish-es, uniforms etc. are all imported from the Greater China region.

The restaurant has three different target groups, the local middle-class workforce (main target group), Asians living in Switzerland (roughly 8% of the 2 million foreigners living in Switzerland) and Asian tourists visiting Zurich, which are among the top tourists of Switzerland.

並列關鍵字

hotpot restaurant

參考文獻

Bundesamt für Statstik, Swiss government. (2018, 11 19). bfs.admin.ch. Retrieved from Bundesamt für Statistik: Detaillierte Haushaltsausgaben sämtlicher Haushalte nach Jahr: https://www.bfs.admin.ch/bfs/de/home/statistiken/kataloge-datenbanken/tabellen.assetdetail.6506532.html

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GastroSuisse. (2018). Branchenspiegel 2018. Direktvermarktung im Gastgewerbe.

GastroSuisse. (2019). Branchenspiegel 2019. Branchenspiegel 2019.

Gourmet-tipp. (2017, 3 8). gourmettipp.ch. Retrieved from 14 Prozent der Schweizer ernähren sich vegetarisch oder vegan: https://www.gourmettipp.ch/14-prozent-der-schweizer-ernaehren-sich-vegetarisch-oder-vegan/