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Academic literature on the topic 'Fast-casual restaurants'
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Journal articles on the topic "Fast-casual restaurants"
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Dixon, Deirdre P., Jill A. Miscuraca, and Dean A. Koutroumanis. "Looking Strategically to the Future of Restaurants: Casual Dining or Fast Casual?" Entrepreneurship Education and Pedagogy 1, no. 1 (January 2018): 102–17. http://dx.doi.org/10.1177/2515127417737288.
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The partners of Clean Eating stood outside of their newly launched restaurant, gazing upon the long line of guests waiting to enter the newest fast casual restaurant concept to open for business in Jacksonville, FL. The concept had generated a great deal of media “buzz” due to its core competency of sourcing and serving all natural and fresh ingredients. The partners’ first concept, Fresh Mexican, a casual dining restaurant, had been a successful venture for 20 plus years. Fresh Mexican had sustained year to year growth and had been consistently profitable. The focus of the case centered on the owners’ strategic and financial analysis as well as leadership process in determining the future direction of their company. Should the partners expand their successful full service restaurant concept or continue the development and growth of their new fast casual restaurant concept? Students will explore the robust entrepreneurial, strategic, and financial constructs typically faced by growing enterprises. The case is appropriate for both undergraduate and graduate level courses in entrepreneurship and strategy. The situations described in the case were based on actual events. The names of the restaurants, parties involved, and location have been altered to preserve anonymity.
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Heidarzadeh Hanzaee, Kambiz, and Fariba Esmaeilpour. "Effect of restaurant reward programs on customers’ loyalty: evidence from Iran." Journal of Islamic Marketing 8, no. 1 (March 6, 2017): 140–55. http://dx.doi.org/10.1108/jima-11-2015-0085.
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Purpose The purpose of this paper is to examine how the moderating effect of restaurant type (fast food versus casual dining) affects the Generation Y’s customers’ reaction to reward time redemption (immediate versus delayed) and reward type (economic versus social). Design/methodology/approach A 2 × 2 × 2 full-factorial, randomized, between-subject experimental design is conducted to test the research framework. The treatment groups are different from each other by manipulating reward type, reward timing and restaurant type through eight different scenario exposures. Findings The findings of the study reveal that the loyalty is significantly higher for immediate than delayed rewards in the both examined restaurant segments. In the casual dining restaurant segment, the effect of rewards increases for social rewards more than economic ones. On the other hand, for fast food restaurant context, there is no difference in the effect of reward type, whether they are economic or social. Research limitations/implications Due to the limitations of fine dining restaurants in Iran, the present study consists of only two types of restaurants (fast food vs casual dining). Originality/value This study aims to contribute towards the understanding how restaurant type (fast food versus casual dining) affects the impact of restaurant reward programs on the loyalty of Generation Y’s customers.
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Castellini, Alessandra, and Antonella Samoggia. "Customers’ Perception of Fish Fast-Casual Restaurants." Journal of Food Products Marketing 24, no. 3 (March 8, 2017): 348–71. http://dx.doi.org/10.1080/10454446.2017.1266562.
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Line, Nathaniel Discepoli, and Lydia Hanks. "A holistic model of the servicescape in fast casual dining." International Journal of Contemporary Hospitality Management 32, no. 1 (January 13, 2020): 288–306. http://dx.doi.org/10.1108/ijchm-04-2019-0360.
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Purpose The servicescape is increasingly being recognized as a function of two distinct components: physical and social. While these two dimensions have often been studied independently, the purpose of this paper is to examine the effect of both dimensions simultaneously in a fast casual restaurant context. Design/methodology/approach A sample of 1,110 fast casual restaurant patrons in the USA was collected. The data were analyzed using nested structural equation modeling. Findings The results suggest that both the social and the physical servicescape can affect consumption behavior in the fast casual restaurant industry and crowding can act a moderator of these relationships. Research limitations/implications Theoretically, these results are significant because they suggest the importance of capturing a holistic account of the servicescape when conducting research on the consumption environment. Practical implications This study is among the first to examine the effect of the social servicescape (and specifically the effect of crowding) in fast casual restaurants. The results suggest that restaurateurs need to be mindful that crowding affects the relationship between social servicescape and satisfaction. Originality/value This research is the first to look at both aspects of the servicescape as drivers of consumer behavior in the fast casual dining segment. Additionally, this research makes a second contribution by assessing the effect of crowding on the servicescape-driven relationships inherent in the proposed model.
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Keating, Amy. "Accuracy of Stated Calorie and Sodium Counts of Menu Items at Popular Chain Restaurants." Current Developments in Nutrition 4, Supplement_2 (May 29, 2020): 1718. http://dx.doi.org/10.1093/cdn/nzaa064_008.
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Abstract Objectives The objective of this study was to evaluate the accuracy of stated calorie and sodium content of various menu items from 13 fast food/fast casual restaurants. Methods Three samples of four different menu items (52 total menu items) were collected from 13 popular fast food/fast casual restaurant chains (n = 152) in NY, NJ and CT. Each sample was weighed to obtain the serving size in grams. Sodium content was determined and a proximate analysis was performed to estimate total calories. Analytical test data per 100g was calculated based on actual serving size weights. For each menu item, samples were averaged and compared to the restaurant's stated calorie and sodium counts. Results Of the 152 samples analyzed, 15% (n = 23) were 20% or more of the declared calories and 26% (39 of 152) were 20% or more than the declared sodium content. The highest average overage for a menu item was 31% for calories and more than twice the declared amount for sodium. Among the 52 menu items, on average, three were approximately 26 to 31% higher, or about 150 to 200 calories more than declared. Fourteen of the 52 menu items (27%) had average analytical sodium amounts greater than 20% of the declared sodium. This translates to about 150 to 500 mg more sodium than expected. Sodium was less than 20% of the declared sodium for 31 models (60%), with more than half within 100 mg of the declared sodium values. Conclusions Across 52 menu items representing 13 fast food/fast casual chains, the amount of calories provided by restaurants were more consistent with stated amounts as compared to sodium content. If stated calorie or sodium content inaccuracies are widespread, this could hamper the consumer's ability to self-monitor their dietary intake. It also impacts the ability of researchers to accurately estimate the contribution of these nutrients to dining outside the home. Funding Sources Performed as part of my role at Consumer Reports.
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Xu, Yang, and EunHa Jeong. "The effect of message framings and green practices on customers’ attitudes and behavior intentions toward green restaurants." International Journal of Contemporary Hospitality Management 31, no. 6 (June 10, 2019): 2270–96. http://dx.doi.org/10.1108/ijchm-05-2018-0386.
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Purpose This study identifies an effective communication strategy for promoting restaurants’ green efforts to customers by using different types of green advertisement messages. This study aims to investigate the relative persuasiveness of attribute-based versus benefit-based appeal messages in green restaurant advertisements and their matching effect with different types of green practices in the restaurant (environment-focused green practices vs food-focused green practices) and with different types of restaurants (fine dining vs fast casual dining) on customers’ attitude and visiting intention toward green restaurants. Furthermore, the study examines a moderating effect of restaurant types to assess whether the matching effects between types of messages and types of green practices work differently within the different types of restaurants. Design/methodology/approach A 2 (attribute-based vs benefit-based messages) × 2 (food-focused vs environment-focused green practices) × 2 (fast casual vs fine dining restaurants) between-subject experimental design was used to test the proposed hypotheses. An online scenario-based survey was developed and distributed to online panel members in the USA. Ultimately, 363 responses were used for data analyses. ANOVA and t-test were conducted to analyze the data. Findings The results indicate that benefit-based messages are generally more persuasive than attribute-based messages in green restaurant advertisements. For restaurants with food-focused green practices, an advertising message emphasizing the benefit of food-focused green practices (benefit-based message) would be more effective than an advertising message describing their tangible efforts to show the greenness of the restaurant (attribute-based message). For fine dining restaurants, a green advertisement with benefit-based information would be more persuasive than attribute-based information. This study further showed that the aforementioned interaction effect between types of green practices and types of messages was salient for fine dining restaurants. Originality/value This research is one of the few studies in restaurant management to examine the green communication effectiveness in terms of the types of green practices and the types of advertising message framing. By comparing the relative persuasiveness of green advertisements on consumers’ attitudes and behavior intentions, this study provides suggestions for restaurant professionals to make effective green communication strategies based on the type of green practices the restaurant primarily uses and the type of restaurant the manager is operating.
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Horacek, Tanya M., Maria B. Erdman, Carol Byrd-Bredbenner, Gale Carey, Sarah M. Colby, Geoffrey W. Greene, Wen Guo, et al. "Assessment of the dining environment on and near the campuses of fifteen post-secondary institutions." Public Health Nutrition 16, no. 7 (October 18, 2012): 1186–96. http://dx.doi.org/10.1017/s1368980012004454.
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AbstractObjectiveThe present study evaluated the restaurant and dining venues on and near post-secondary campuses varying in institution size.DesignThe Nutrition Environment Measures Survey for Restaurants (NEMS-R) was modified to evaluate restaurants as fast food, sit down and fast casual; and campus dining venues as dining halls, student unions and snack bar/cafés. ANOVA withpost hocTukey'sBandTtests were used to distinguish differences between dining venues and associated institutions by size.SettingThe study was conducted at fifteen US post-secondary institutions, 2009–2011.SubjectsData presented are from a sample of 175 restaurants and sixty-eight on-campus dining venues.ResultsThere were minimal differences in dining halls by institution size, although medium-sized institutions as compared with small-sized institutions offered significantly more healthful side dish/salad bar items. Dining halls scored significantly higher than student unions or snack bar/cafés on healthful entrées, side dish/salad bar and beverages offerings, but they also had the most barriers to healthful dietary habits (i.e. all-you-can-eat). No differences were found by restaurant type for NEMS-R scores for total restaurant dining environment or healthful entrées and barriers. Snack bars had more healthful side dishes (P= 0·002) and fast-food restaurants had the highest level of facilitators (i.e. nutrition information;P= 0·002).ConclusionsBased on this evaluation in fifteen institutions, the full campus dining environment provides limited support for healthy eating and obesity prevention. The quality of campus dining environments can be improved via healthful offerings, providing nutrition information and other supports to facilitate healthy eating and prevent unwanted weight gain.
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Hua, Sophia V., Mark J. Soto, Caroline G. Dunn, Sara N. Bleich, and Kelsey A. Vercammen. "Prevalence and nutrient composition of menu offerings targeted to customers with dietary restrictions at US fast casual and full-service restaurants." Public Health Nutrition 24, no. 6 (January 12, 2021): 1240–47. http://dx.doi.org/10.1017/s1368980021000112.
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AbstractObjective:To examine the prevalence and nutrient composition of menu offerings targeted to customers with dietary restrictions at US fast casual and full-service chain restaurants.Design:We used 2018 data from MenuStat, a database of nutrient information for menu items at large US chain restaurants. Five alternative diets were examined: gluten-free, low-calorie, low-carbohydrate, low-fat and vegetarian. Diet offerings were identified by searching MenuStat item descriptions and reviewing online menus. For each diet, we reported counts and proportions. We used bootstrapped multilevel models to examine differences in predicted mean kilojoules, saturated fat, Na and sugars between diet and non-diet menu items.Setting:Forty-five US fast casual and full-service chain restaurants in 2018 (including 6419 items in initial analytic sample across small plates, salads and main dishes).Participants:None.Results:The most prevalent diets were gluten-free (n 631, 9·8 % of menu items), low-calorie (n 306, 4·8 %) and vegetarian (n 230, 3·6 %). Compared with non-diet counterparts, low-calorie main dishes had significantly lower levels of all nutrients examined and vegetarian main dishes had significantly lower levels of all nutrients except saturated fat. Gluten-free small plates had significantly fewer kilojoules, grams of saturated fat and milligrams of Na compared with non-diet small plates.Conclusions:A small proportion of fast casual and full-service restaurant menus are targeted towards customers with dietary restrictions. Compared with non-diet items, those classified as gluten-free, low-calorie or vegetarian generally have healthier nutrient profiles, but overall nutrient values are still too high for most menu items, regardless of dietary label.
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Martin, Shadai. "Body Image and Restaurant Meal Consumption Among College Students." Current Developments in Nutrition 5, Supplement_2 (June 2021): 429. http://dx.doi.org/10.1093/cdn/nzab038_041.
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Abstract Objectives The aim of this study was to determine whether there is an association between body image satisfaction/dissatisfaction among college students and meal consumption at restaurants. Methods Four surveys were used to collect all data: NEMS-P, SATAQ-3, SATAQ-4 and the EDE-A. NEMS-P was used to assess the food and nutrition environment, SATAQ-3 was used to assess societal influences on body image, SATAQ-4 was used to assess the internalization of appearance ideals and the EDE-A survey was used to measure eating disorder psychopathology. Participants had to be enrolled as a student during the 2019–2020 academic year on the college campus where this study occurred to participate. Pearson and Spearman correlation were used to assess association between restaurant meal consumption and body image. Chi-square test was used to analyze categorial variables (n = 185). Results There was a significant association between students who were unhappy with their weight consuming meals more frequently at fast-food restaurants compared to sit down restaurants (P < 0.001); there was also a significant association between students who were unhappy with their weight choosing to eat at a combination of restaurants (fast-food, food courts, cafeteria's etc.) more frequently than sit-down restaurants (P < 0.05). A significant association was also noted between students who were unhappy with their shape choosing to eat more frequently at fast-food restaurants compared to sit-down restaurants (P < 0.05). Conclusions A higher mix of fast-food and fast casual restaurants on the college campus may contribute to an obesogenic environment, while the availability of sit-down restaurants may contribute to a more healthful eating environment. Creating a supportive nutrition environment on college campuses by increasing the availability of healthy food choices and providing resources that can assist students with developing a healthy relationship with food and their bodies is important for overall health, well- being and academic success. Funding Sources N/A.
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Giuntella, Osea. "Has the growth in “fast casual” Mexican restaurants impacted weight gain?" Economics & Human Biology 31 (September 2018): 115–24. http://dx.doi.org/10.1016/j.ehb.2018.08.005.
Full textDissertations / Theses on the topic "Fast-casual restaurants"
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Needham, Maria Rosetta. "Relationship Between Servant Leadership Characteristics and Turnover in Fast-Casual Restaurants." ScholarWorks, 2018. https://scholarworks.waldenu.edu/dissertations/5027.
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In the United States, turnover threatens the economic status of the restaurant industry. In 2016, the turnover rate for the fast-casual restaurant dining industry was 1.8 million people with approximately 3 million people working in the industry. Restaurant leaders struggle with solutions to help reduce the problems of turnover. Guided by the servant leadership theory, the purpose of this correlational study was to examine the relationship between empowerment, interpersonal support, and turnover in the fast-casual restaurant industry. A convenient sample of fast-casual restaurant supervisors (n =58) in the Midwestern region of the United States completed a survey with questions related to empowerment and interpersonal support from the servant leadership survey and questions from the turnover survey. The results of a multiple regression did not predict turnover F(8, 49) = .976; p >.05; R2 = .137). The effect size indicated that the regression model accounted for 14% of the variance in turnover. Empowerment (β = -.023, p = .916) did not relate any significant variation in turnover. Interpersonal support (β = .066, p = .146) did not relate any significant variation in turnover. Empowerment and interpersonal support could affect social change by enhancing the well-being of employees, which can encourage employees to provide better service in the restaurant business. Empowerment and interpersonal support include motivating factors in employee development, leading to volunteer and charitable contributions in the communities.
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Clark, Howard B. III. "CONSUMER RESPONSE TO TABLE SPACING IN A FAST-CASUAL RESTAURANT." UKnowledge, 2017. http://uknowledge.uky.edu/mat_etds/12.
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The purpose of this research was to evaluate consumer response based on two distances (12 and 24 inches) between tables in a fast-casual restaurant. An onsite survey was conducted to measure customers’ cognitive, emotional, and behavioral responses to questions on pleasure, privacy, stress, arousal, comfort, control, customer satisfaction, and future dining intentions based on their experience with the table spacing. Results showed that table spacing has an effect on diner’s pleasure, feelings of privacy, and sense of comfort and control. The results confirmed a strong correlation between customer satisfaction and future behavioral intentions.
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Barbera, Santiago. "Plan de negocios restaurant fast casual." Bachelor's thesis, Universidad Nacional de Cuyo. Facultad de Ciencias Económicas, 2019. http://bdigital.uncu.edu.ar/13968.
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El presente trabajo analiza un plan de negocios para un nuevo restaurant bajo el modelo
“fast casual" dentro del Grupo Broda. El modelo del negocio se basa en la teoría del Océano Azul de Kim W. Chan y Renée Mauborgne. Para su confección se utilizaron las siguientes herramientas: análisis PEST, análisis bajo las 5 fuerzas competitivas de Michael Porter, análisis
de la cadena de valor, análisis de bloques genéricos, análisis FODA. Se formularon estrategias en los diferentes niveles de la organización y se confeccionó un plan de marketing basado en los círculos de oro de Simon Sinek. Para concluir se llevo a cabo el análisis financiero del negocio, que comprobó la viabilidad del nuevo proyecto. Se presentaron las conclusiones y recomendaciones para llevar a cabo el proyecto, en donde se determinó además de la viabilidad económica del proyecto, la funcionalidad positiva del nuevo emprendimiento para Grupo Broda y la diferencia competitiva positiva del modelo Fast Casual.Fil: Barbera, Santiago. Universidad Nacional de Cuyo. Facultad de Ciencias Económicas.
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Carvallo, Elizondo Esteban Jorge. "Plan de negocio para establecer un Restaurante Fast Casual en barrio el Llano de la Comuna de San Miguel." Tesis, Universidad de Chile, 2019. http://repositorio.uchile.cl/handle/2250/172687.
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Tesis para optar al grado de Magíster en Gestión y Dirección de EmpresasEl presente plan de negocio analiza la viabilidad estratégica, operacional y económica de instalar un restaurante fast casual en la comuna de San Miguel, dentro del barrio El Llano, ofreciendo una propuesta clásica de este tipo de negocio, pero al mismo tiempo estudiando alternativas que permitan alcanzar una ventaja diferenciadora respecto de lo presente en el barrio, de manera de alcanzar al cabo del quinto año de funcionamiento, una rentabilidad similar a la del mercado. Para comenzar el proceso, se analizan los factores relevantes del entorno utilizando herramientas de evaluación teóricas, en donde se estudian todos los probables actores y sus variables, cuyo propósito es acotar y comprender los factores relevantes que influyen en la implementación de un negocio de éstas características. El mercado potencial para el negocio propuesto distingue dos segmentos, uno compuesto por quienes habitan dentro de un radio de un kilómetro desde la ubicación del establecimiento y otro compuesto por quienes transitan por el sector, que no pertenecen a la comuna, pero que se dirigen a ella para realizar diversos trámites y actividades. Mediante encuestas, investigación de calificaciones y visitas en terreno se determinó las necesidades cubiertas por la competencia, según los parámetros que evalúan los propios usuarios para detectar las de menor satisfacción y enfocar la estrategia del negocio. Así mismo, se investiga los establecimientos de este tipo de negocios de mayor renombre en la región metropolitana, según las evaluaciones de usuarios, para aprender y replicar sus competencias más significativas. De la información analizada se define el lugar geográfico estratégico para captar la mayor cantidad de mercado, se delimita el mercado objetivo según características etarias y de consumo, se establecen los productos y precios que los clientes están dispuestos a adquirir y las características que debe tener el establecimiento en términos de calidad de servicio, estándares de funcionamiento y calidad. Finalmente, la evaluación económica del proyecto demostró que el negocio no es factible, pues el VAN arrojó un valor negativo en MM$39 utilizando una tasa de descuento CAPM de 10,24%. No obstante, se logra el objetivo en el quinto año de alcanzar una rentabilidad de 5,9%, similar a la de los líderes del mercado en el barrio. El análisis de sensibilidad permite visualizar que aumentar la captura de mercado en un 5,2% permite que el proyecto sea viable, así como también lo permite incrementar los precios de venta en un 4,2%; pudiendo establecer alguna combinación de ambas variables con el fin de obtener un VAN positivo que haga factible el proyecto. Tomando en cuenta las últimas recomendaciones y condiciones descritas se considera un proyecto factible de implementación en términos técnicos, económicos y estratégicos.
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SONG, GAO, and 高松. "The Relationships among Brand Awareness, Brand Image, and Customer Satisfaction: Taking Fast Casual Chain Restaurants as An Empirical Study." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/sv8xvf.
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碩士國立高雄餐旅大學
餐旅管理研究所
103
Recently, due to customers` desire for healthier experience instead of the traditional fast-food restaurants, many fast-casual restaurants become very popular around north American, among which Chipotle have reached much attention. This study endeavors to find out the relationships among brand awareness, brand image, and customer satisfaction of fast-casual restaurants, and to complete better understanding of these fast-casual brands. A total of 257 respondents completed a questionnaire conducted in several states of North America through Internet from March 28th to April 28th, 2015. The collected data were analyzed using disruptive statistics analysis, reliability analysis, regression analysis, pared-simple T test, and path analysis. The results revealed the brand awareness and brand image have a significant effect on customer satisfaction. Results also showed that brand awareness have significant positive effect on the brand image of fast-casual restaurants. Finally, this study offers a number of suggestions in terms of brand strategy, which can enhance the competitive advantage of fast-casual restaurants.
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Bechtel, Kimberly. "A qualitative analysis of calorie menu labeling: Point of sale conversations with cashiers at fast-casual retsaurants." Thesis, 2015. http://hdl.handle.net/1805/7939.
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Indiana University-Purdue University Indianapolis (IUPUI)The study was conducted to examine the communication between the customer and the cashier at the point of purchase in the process of determining the impact of the labeling laws. This study used an inductive qualitative design for data collection and data analysis. Data from this study suggest that calorie counts on menu labels are discussed frequently between the customer and the cashier at the point of sale at fast-casual restaurants. The data found gives us a framework and rationale as to why previous research on the effectiveness of the calorie labeling law in the Affordable Care Act have yet to make a significant impact in reducing consumer’s total daily caloric intake when eating food away from the home and found three specific reasons as to why the calorie labeling law may not be working the way the government intended it to. First, consumers at fast-casual restaurants rely on the cashiers as calorie guides because they are not aware or knowledgeable about the recommended daily caloric intake and often underestimate the total calories in their meals. Secondly, the study’s findings indicate that when restaurants offer lower calorie choices and downsizing options like a “small pita” at Pita Pit instead of a “regular pita”, many consumers buy the downsized item or smaller portion but food chains are not downsizing their signature items. Third, the study examined if the cashiers are trained in any way to discuss new regulations and calorie count/nutritional value and not one cashier was trained specifically about the calorie labeling law and why certain foods on the menu have more calories than others even though they are influencing decision making. Conversations at the point of sale have been routinely ignored in research about the calorie labeling law and this research helps to understand the choices consumers are making with the newly implemented calorie labeling regulation. The results from this study helps us further advance our understanding as to why consumers make the food choices they do while eating at restaurants.
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Cutelo, Leandro Gonzalez. "Low and slow : restaurante fast casual na Covilhã." Master's thesis, 2018. http://hdl.handle.net/10400.26/25085.
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As vidas atarefadas que as pessoas levam hoje em dia levam-nas a negligenciar alguns dos cuidados essenciais para o seu bem-estar, como por exemplo a alimentação, recorrendo muitas vezes a Fast Food. Com esta problemática em vista surgiu a oportunidade de desenvolver a identidade visual e proposta de comunicação para um novo conceito de restaurante Fast Casual na Covilhã.
Em primeiro lugar foi feita a análise da envolvente externa micro e macro, seguida de inquéritos por questionário possíveis clientes e inquéritos por entrevista a profissionais da áre da restauração, para mais tarde definir qual a melhor forma de atuar no mercado atual.
Tendo em conta as necessidades encontradas no mercado da Covilhã, as propostas de comunicação assinalam principalmente a importância das Relações Públicas e do Marketing Online, pela facilidade de acesso e possibilidade de estabelecer um diálogo entre consumidor e marca. Estes suportes de comunicação irão permitir alcançar uma relação de confiança com um público-alvo mais jovem.Due to the busy lives that people are confronted with these days, they neglect some of the aspects for over-all well-being, such as food, often resorting to Fast Food. With this problem came the opportunity to develop the visual identity and communication proposal for new Fast Casual restaurant in Covilhã. First, the analysis of the micro and macro external environment was carried out, followed by questionnaire surveys to possible clients and interview surveys for professionals in the catering area, to later define the best way to act in the current market. Taking into account the needs found in the Covilhã market, the communication proposals highlight the importance of Public Relations and Online Marketing, the ease of access and the possibility of establishing a dialogue between consumers and brand that these tools present, as a way to achieve a relationship with the target audience.
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Suwarat, Tarntawan, and 蘇千華. "Business Plan for Fast-casual Taiwanese Style Noodles Restaurant in Thailand." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/u86g55.
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碩士國立交通大學
企業管理碩士學程
106
The value of restaurant in Thailand is keep growing since 2014 and expected to be 415,000 million Thai baht in 2018. Among all type of restaurants, the noodles shop is the second largest amount which is 25,154 restaurants or 12.23%. Supporting by the trend of the department store which is positioning itself to be food destination, the fast-casual Taiwanese style noodles restaurant, Zoodles, will be established at a shopping mall in Thailand. The market survey is conducted in order to understand target customer behaviors, find out characteristics of noodle shop which customers need and willing to pay, and prove that Zoodles restaurant will be acceptable and has potential in Thai market. The survey was performed by individual interview and phone interview from March 27th to April 26th, 2018. 30 interviewees who have involved in the interview are Thai and experienced eating either Luwei or Mala taste in Taiwan. The insights from the interview come up with the target customers who are white-collars with above average monthly income. Zoodles delivers value to them through three channels which are on-site restaurant with 50 seats, catering service, and delivery by food delivery service providers. The restaurant will be imported herbs and spices for making sauce and soup from Taiwan to ensure the original taste. The management team consists of people who experience in own field as well as thirty-year experiences head chef. The board of advisors also compose of the restaurant owner and restaurant manager. The investment in the first year is 400K Thai baht, and 5,250K in the second year. This investment is projected to achieve break-even point in year two, gross profit margin 74%, Return on Equity 51%, and net income 11 million Thai baht with three branches in year five.
Books on the topic "Fast-casual restaurants"
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The Chipotle Effect: The changing landscape of the American Social Consumer and how Fast Casual is impacting the future of restaurants. Transmedia Press, 2012.
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