吃到飽餐廳經營問題與改善策略之研究－以Ｋ餐廳為例

吃到飽餐廳在台灣受到廣大的消費族群喜愛，透過單一價位讓消費者享用無限量美食，這種俗又大碗的經營方式，深深抓住消費者的心。而Ｋ餐廳是一間規模大約200坪~280坪左右的大型連鎖餐廳，目前共有4間分店，主要經營方式為火烤、火鍋吃到飽，在台灣已經具有45年的歷史，但隨著市場競爭越趨激烈，餐廳在新一波的裝潢與食材上投入大量成本來建立競爭優勢，卻沒有因此提高生意量。因此，本研究透過參與式觀察、人員訪談，找出Ｋ餐廳主要的面臨問題，並根據訪談內容設計問卷，以進行IPA、員工滿意、競爭者分析。最後，依據分析結果提出改善策略，在生產面，改變既有的工作流程與食材儲存方式，並刪除客人不重視且不滿意的食材項目；在行銷面，經由顧客結構分析可以發現餐廳面臨著族群老化的問題，因此改善行銷管道與方式以貼近年輕人的喜好，另外，為了提升餐廳特色，需要設計菜單以推廣限量產品與餐廳活動，並改良顧客意見卡做為餐廳的滿意績效評量指標與建構顧客資料庫，以達到更有效率的行銷與管理方式；在人力面，依據員工滿意分析，優先改善餐廳的薪資、福利制度，並引進訓練員制度來提升工作效率；在研發上，訂立新的產品研發流程，同時增設內部創意信箱，以達到多元且有效率的研發過程；在財務面，為了提高結帳與外場點餐效率，導入POS系統，將餐廳的營收與點餐全部電子化，以增加作業效率，並擁有更明確的銷售資訊，以進行管理決策。

關鍵字

吃到飽餐廳；重要性—績效分析

並列摘要

The all you can eat restaurants have been loved by most of Taiwanese consumers. Consumers could enjoy unlimited delicious dishes by a uniform price. This business model has precisely attracted attentions of consumers. The K restaurant was a large chain restaurant whose average square measure ranged from 650 to 900 square meters with 4 branch stores in Taiwan. Supplying unlimited barbecue and hot pot was the major management model. Even the K restaurant was 45 years old in Taiwan, and the K restaurant had invented lots capital to renew the decoration and food ingredients for establishing the competitive advantage; but had not seen a elevation on sales because of the more and more fierce competition. Consequently, this study used the involving observation and the deep interview to find out the main problems of the K restaurant facing. And we designed the surveys by the result of interviews to run the Importance-Performance Analysis (IPA), the employee satisfaction, and competitor analysis. In the conclusion, we addressed the improving strategy according to the analysis results. On the effect of production, we suggested changing the workflows and storage methods of food ingredients, and substituting the food ingredients which guests neglected on them.On the effect of marketing, we found the aging of consumers by the customer’s construction analysis. Thus we suggested renewing the distribution channels and methods to cater the youngster’s favor. In addition, the K restaurant also needed to revise the menu to promote the restaurant’s campaigns and the exclusive products. And the guest comment card for the precise index of satisfactory evaluation and establishing customer’s database also should be optimized. This action would help them reach the effectiveness in marketing and management.On the effect of human resource, the salary and benefit system based on the employee satisfaction analysis should be prior optimized. Meanwhile, a training system also should be introduce to elevate working efficiency. On the effect of research, the K restaurant also needed to formulate new product research processes and coincide with setting internal creative mailbox for creating a multiplex and effective research processes. On the effect of finance, the Point of Sale System (POS) which electronic the account and order system of restaurant to elevate the work efficiency should be introduced. The Point of Sale System (POS) also could supply more clearly marketing information for strategic decision and management.