| Summary: | 碩士 === 國立臺灣師範大學 === 設計研究所在職進修碩士班 === 98 === It is difficult to establish successful brand image while chain restaurants are growing. Therefore, the most important things for chain restaurants are how to use brand design and spatial design to establish the special characteristics of their restau-rant brands, so these characteristics can help highlights each restaurant’s individual differences. In this study, we want to bring more profits for 〝Aron Italian style pasta Hall 〞restaurant by creative design of the restaurant.
As Taiwan is becoming more and more globalized, streets everywhere in Taiwan are full of chain restaurants and coffee shops with individual characteristics and di-versity. The advantage of this scenario is that it allows consumers to have a large va-riety of options for tasting different types of unique and delicious foods from differ-ent countries. On the other hand, the disadvantage is that the consumers are not left with a deep impression of any particular restaurant after being exposed to a large se-lection of dinning environments that have no their own individual styles. Further-more, obstacles such as shrinking profit margins, lack of one’s own brand and other issues continue to prevent the restaurant businesses in Taiwan from growing. So purpose of the study will be the improvement of the space in design, brand enhance-ment and other practices to improve the competitiveness of the restaurant.
In this study, we showed the design model of "Aron Italian style pasta Hall" restaurant to analyze the space design and brand planning, use 3D graph to represent space, and design corporate CI to enhance business models. This conver-sion has helped create irreplaceable brand values. In addition, we can also provide business owners with related recommendations on introduction and analysis of the cases of 85 Degrees C coffee chain stores, Starbucks coffee chain stores, and T.G. I. Friday’s restaurant in Taiwan, and from the area of chain restaurants, we can see these restaurants are different between the internal environment, and content of popular culture can impact of restaurant development.
Taiwanese small and medium-sized businesses have always focused on making good-quality products in the past and neglected the importance of product design. Due to their lack of unique characteristics will make their competitiveness relatively limit even though the products were under the consumers’ consideration. This re-search is re-planning and re-designs of the restaurant based on restaurant characteris-tics, then a good brand image will pass on customers. Furthermore, the restaurant may take advantage of competitiveness to lead the market.
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