| Summary: | 碩士 === 逢甲大學 === 經營管理碩士在職專班 === 97 === The purpose of this research is to understand the features it should present when running a theme restaurant by researching the case of “Traveler Kitchen.” The research obtained the data from customers’ base of view through relevant blog articles sharing of Traveler Kitchen. Then, the research utilized grounded theory to extract the core theme from the data step by step, including internet public praise, selection of theme style, traveling books and periodicals in the restaurant, presentation of theme style, theme style differentiation, service feature that combines with the theme, feature of exotic theme meals, customer’s feeling, and customer’s comment, and form the storyline. Thus I obtained further the chief factors that this restaurant can attract the customers as follows:
● Theme style that is like a dreamland—Only with a theme that makes people really anticipate and is not easy to achieve can the space for dream be left, and people would yearn for it even more.
● Each link encircles the theme tightly—It is closely combined with the theme whether in the environment, service, or meals, so that the customers come here can enjoy and relish it to their hearts’ content.
● Meticulously handmade style presentation—A diverse meticulously handmade style displays everywhere, enables the customers to get rid of the hedge of standardization, and creates its uniqueness.
● Service style of a special feature—Besides the service mode of role play that integrates with the theme, it provides friendly and sincere service of interaction to be close to a consumer’s heart.
● Successful marketing via internet public praise—They let the customers take pictures, so that the customer’s feeling of coming to the restaurant can present in the blog more completely, and its public praise can spread rapidly through the power of the internet.
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