創新健康餐飲業展店模式

現代人常見的多項慢性疾病都與營養及飲食習慣有關。因此，在國人健康飲食的觀念逐漸提升，相對也提升選擇健康餐飲的人口，進而帶動健康餐飲的創業數量及營業額的成長。近年來政府鼓勵青年創業，由於餐飲業具備進入門檻低，競爭性強，且都會區商圈店面租金高、餐飲商品種類多元，消費者選擇性強，經營生存上相對不容易。在都會區商圈開設健康餐飲餐廳，影響餐廳事業的生存除了店址選擇、店內的裝潢設計、菜單料理的創新以及服務品質的提升…等因素外，其中「店址選擇」由於佔盡地利之便最為重要。本研究以創新健康餐飲業展店模式為主要研究課題，採用文獻回顧及專家深度訪談，了解業界專家的經驗與想法，彙整分析都會區健康餐飲業者創業展店之最適店址選擇因素。研究結果得知，都會區健康餐飲創業展店選址，除了解「消費客群特性」外，應預估該店址未來可能的獲益程度，進而衡量與該店址有關「商圈型態選定」、「區段環境評估」、「市場潛力」、「交通便利性」及「屋況評估」等因素，做為創業展店選址評估時之重要參考。期望本研究所得成果及論點，可直接提供業者展店及後續研究使用。

關鍵字

健康餐飲；商業模式；店址選擇；展店模式

並列摘要

Many previous researches have demonstrated that a series of chronicle diseases was related to over nutrition and heavy diet. Therefore, the conception of healthy eating has recently increased would dramatically raise the population of healthy diet and increase a number of restaurants and stores. For the past decade, the government of ROC have encouraged the young generation start a small/medium business related to healthy eating. The low threshold of catering would always encounter a highly competition, such as high rental of restaurant, choice of various food and consumer-oriented selection, would result in a short-term business model. In fact, the location of restaurant, interior decoration, innovation of menu and service quality have deeply influenced on running a healthy eating restaurant in metropolitan area. Among these, the location of restaurant is the key factor of business model. This research is aim to establish a start-up business model of healthy eating restaurant using literature review method and expert deep interview method. Expert’s experience and expertise in the location of restaurant have been carefully investigated. In this study, the location of restaurant in the metropolitan area demonstrated that characteristic of marketed consumers and estimation of potential revenue are the most important factors. Besides, type of business circle, estimation of sectional surroundings, potential market, convenient of traffic and current situation of house are key elements to selection of the location of restaurant. It is expected that the results and conclusions of this research could be directly applied to the healthy eating start-up business.