| Summary: | 碩士 === 國立臺灣科技大學 === 管理研究所 === 92 === ABSTRACT
Better income and changing life styles have increased the rate of people owning a car, building infrastructures, and outdoor traveling over the years. This made people rely heavily on vehicles more than any transportation. Because of this, there is an increase in demand of the dinning out market. The western fast food restaurant drive through style provides commuters a good way to purchase their meals without getting out of their vehicles, which can be considered as a very convenient consumer experience.
Looking back at both Asian and Western studies, there are no studies referring to the business models of drive through in fast food restaurants. This research starts with the western fast food restaurants operation’s features and business strategies analysis. Also, it analyzes McDonald’s Taiwan as an example of distribution, finance, marketing, servicing and operation functions. After analyzing the difficulties and solutions from McDonald’s Taiwan, they provide a reference for other businesses in the same industry to make strategies.
The fast food restaurant market in Taiwan is really competitive. Because of that, the companies focus on developing not only the strategies of the company’s visions, products, and services, but also the drive through system, which is a lucrative weapon of western fast food restaurants. On the other hand, the restaurant with drive through system has its competitive advantages by offering different consumer models, which other restaurants don’t have. Therefore, the western fast food restaurants operators should be cautious when they do their expansion or marketing business.
In order to achieve efficiency, accuracy, and geniality services, the study shows that fast food restaurants drive through function, which involved IT analyzing system in POS and customer base data. This helps not only on improving business, but also on customer relations management.
This study only focuses on analyzing the business model of drive through in western fast food restaurants and also uses McDonald’s Taiwan as an example. Different fast food restaurants and different markets are not discussed in this study. Furthermore, this study is more practical, which lacks theory. Anyone who is interested in doing a related subject can use this study as a reference.
Key words: Western fast food restaurant
Drive Through
Trading area
Standard procedure policy
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