由消費者需求探討素食餐廳經營管理策略

近年來，因宗教信仰、環保愛地球的意識提高，對健康養生觀念的重視，素食主義者隨之增多，對素食餐廳的需求也越來越重要。本研究以消費者的需求角度，透過消費者、學者專家及素食餐廳經營者等三個方面的深度訪談，來探討素食餐廳經營管理策略。結果發現，素食消費者茹素的緣由，主要是因宗教、健康養生及環境保護等因素而開始吃素。基於這些機緣，讓消費者對素食餐廳有很高的期許。本研究結果對素食餐廳的經營管理可分為四面向十策略，包括：(一)菜單設計面：創新素食料理的研發、重視食材的產銷履歷、健康養生的訴求。(二)知識認知面：具備素食專業知能、重視環境及食材的衛生安全。(三)場域環境面：餐廳營造的氛圍、服務品質的要求、餐廳的立地條件。(四)行銷策略面：行銷策略、定價策略等。這些策略與素食餐廳經營者的認知有很大的關係；倘若經營者茹素，具有養生及健康觀念，則對食材的挑選及食安問題也會更重視。此外，素食餐廳的消費市場已不再是以宗教信仰為主，也包括因健康或環保等的茹素者，甚至吸引非素食者品嘗。素食將是未來餐飲主流之一，經營者必須了解消費者的需求，提供健康餐點，洞悉市場的變化及餐廳的定位而調整經營方向，才是素食餐廳永續經營之道。

關鍵字

素食主義；素食餐廳；經營策略；永續經營；健康與養生

並列摘要

Recently, the population of vegetarian has increased rapidly due to religious preferences, health problems, and the conscious of environment preservations, which also accompanying the increasingly high demand of vegetarian restaurants. The focus of this study aimed at the operating strategies of vegetarian restaurants based on the appeals of customers. Qualitative method using in-depth interview was employed to gather information from three dimensions including restaurant operators, customers and academics. Conclusions were drawn through cross reference which indicated that the practice of vegetarianism was mostly due to religion, health concern and environment preservations. Therefore, vegetarian customers usually express high expectations toward restaurants. In response, this study suggested 10 strategies which were divided into 4 dimensions according to the findings. First, the menu planning which includes developing creative menu items, traceability of raw materials, answering to health concerns. Second, the knowledge which includes expertise in related topics, food and environment safety. Third, the dining environment which includes dining ambiences, service attitude, locations. Last, the marketing dimension which includes marketing and pricing strategies. These strategies might relate to restaurant operator’s characteristics greatly. Therefore, operators who are vegetarians would naturally pay more attentions to these factors such as the selection of raw materials in response to heath and regimen concerns. However, operators should not only focus on customers who practice vegetarianism solely due to religious purpose, but also include customers that pay attention to health problems or keen to environment as well as those non-vegetarians. It can be certain that vegetarian foods will join the mainstreams of restaurant industry, therefore, operators must focus on customers’ demand and repositioning their establishments and adjusting their operations in order to draw customers which may guaranteed the sustainable operations.