台灣服務業產值占GDP高達七成的比重,其中餐飲服務業一直蓬勃發展。雖然進入門檻低,但相對能存活的業者更是少數,根據經濟部統計顯示餐飲業的存活率僅約四成,可見淘汰頻率之高。 相較於一般產業進入餐飲業要比較容易,所以很多人都選擇餐飲業來創業或投資,尤其這幾年來義大利料理則有越來越熱門的趨勢,故本研究針對新竹地區獨立經營且客單價為中高價位的義式餐廳進行訪談,透過3家義式餐廳的個案分析,本研究共有10項研究發現分別敘述如下,發現1:捨棄中央廚房而採用主廚烹調美食、發現2:服務品質高、專業度夠、發現3:明確抓住目標客戶群及其喜好、發現4:優美的餐廳裝潢提供消費者享受美食的氛圍、發現5:餐廳規模小,許多價值活動無法外包,必須自製、發現6:非連鎖餐廳,無法獲得規模經濟,需採用市場區隔策略、發現7:正確的餐廳位置、發現8:嚴選產地食材、發現9:女性經營者對美食的執著,有利於餐廳的經營、發現10:強調現場手工現做為獨立經營餐廳的主要特色。 如果當獨立經營的餐廳在經營到一定的知名度後,若要積極的邁向連鎖餐廳經營的話,可以向知名的連鎖餐飲企業來學習,像是「分紅制度」、「標準作業程序」(食材原料、食物烹調、店面裝潢、人員服務,及任何行政和管理作業等的標準化) .....等。
Taiwan’s GDP by service industry account is around 70%, while the catering service industry has been booming. Though the low barriers to entry, it’s a relatively small number can survive in this area. According to MOEA statistics show that the survival rate of the catering service industry is only about 40%, appearing a high elimination rate. Many people are choosing to start a business or invest in catering area, because compared others it’s easier to enter. Especially Italian cuisine is becoming more and more popular in recent years. Therefore, in this study, conducted interviews with Italian restaurants they are independent operated and medium to high per customer transaction in Hsinchu area. Through case analysis of three Italian restaurants, results of the research major found are as follows: (1) discard central kitchen and hire chef to cook delicacies. (2) be professional and high quality of service. (3) seize target customers and their preferences. (4) find food with beautiful décor. (5) unable to outsource, you must make your own. (6) Non economies of scale, requires the use of market segmentation strategy. (7) right location. (8) picky about ingredients. (9) female do better. (10) handmade show as main features. If and when the independent operation of the restaurant after the operation to a certain reputation, to move towards chain restaurants, it can learn from the well-known chain catering enterprises. Such as bonus system, standard operating procedure (raw ingredients, cook the food, decor, and personnel services, standardization, and any administrative and management operations, etc) and so on.