台灣疫情後餐廳的營運方向研究

Study on the Operating Direction of Restaurants in Taiwan after the Epidemic

葉濟銘(Chi-Ming Yeh)

《全球運動與休閒管理期刊》 3卷3期 (2020/09) Pp. 1-15

https://doi.org/10.6616/GSRM.202009_3(3).0001

摘要

隨著國內疫情越來越趨穩定，許多餐飲業的業績也逐漸恢復，然而卻再也回不到疫情前的景象，生意回不去了。人每天一樣要吃飯，吃飯的需要並沒有改變，只是消費方式有所不同，從店內使用轉變成外帶或外送。外帶或外送為主要營收來源的情況下，過去的營業方式通通不靈光了，疫情讓餐飲消費型態改變，它為餐廳帶來了巨大衝擊，同時也形成了消費新趨勢。為了研究未來的商機在哪，本研究參考餐廳經營管理之相關文獻，並訪談3位餐飲學者及3位AI學者進行構面和題項的確定，再訪談5位業者主管專家，建構出餐廳經營關鍵成功因子的經營方式評估指標，再以層級程序分析法（AHP）出餐廳的關鍵成功因素的權重分析。研討結果得到促銷活動、自動化、銷售服務、中央廚房等四大因素為評估構面，再分別透過專家的訪談，剔除一些不適合的題項之後得到21個題項，並且對各評分項目作進一步的分析與研究。研究結果以外送服務為最重要，採用中央廚房及接受線上點餐分居第二和第三。傳統的贈品促銷、降價促銷方式則排序末座。本研究的結果為這時代轉變的趨勢，可以幫助餐廳及相關業者了解並直接使用，以利餐廳現在及未來的經營管理與永續發展。

關鍵字

外送服務 ； 中央廚房 ； 線上點餐

並列摘要

As the domestic epidemic becomes more stable, the performance of many catering industries has gradually recovered. However, they can no longer return to the scene before the epidemic, and business will not go back. People have to eat the same every day, but the way of consumption patterns have changed from in store use to taking out or delivery. With take-out or sending-out as the main source of revenue, the past business methods are not working well. The epidemic situation has changed the pattern of catering consumption, which has brought a huge impact to restaurants and also formed a new consumption trend. In order to study the future business opportunities, this research refers to the related literature of restaurant management and interviewed 3 catering scholars and 3 AI scholars to determine the aspect and topic items , Then interviewed 5 experts in industry executives to construct an evaluation index for the key success factors of restaurant operations, and then use AHP to analyze the weight of the restaurant's key success factors, as a result of the discussion, four major factors including promotion activities, automation, sales services, and central kitchens are evaluated as the dimensions. After interviews with experts, some unsuitable items were eliminated and 21 items were obtained, And make further analysis and research on each scoring item. According to the results, delivery services are the most important, and the adoption of central kitchens and online ordering are ranked second and third. The traditional gift promotion and price reduction promotion methods are ranked last. The results of this research are the changing trends of this era, which can help restaurants and related businesses understand and use them to benefit the restaurant's current and future management and sustainable development.

並列關鍵字

Delivery Service ； Central Kitchen ； Online Ordering