The Study of the Trend of Vegetarian Restaurant Market in Taiwan: A Case Study of Easy House

• Main Authors: Huang, Chiung Ying, 黃瓊瑩
• Other Authors: Lin, Lin
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/33324519646701054758

碩士 === 國立暨南國際大學 === 管理學院經營管理碩士學位學程碩士在職專班 === 102 === Vegetarian cuisine" is derived from Veganism. Easy House is the first one using the “vegetarian cuisine” concept for restaurant business. Easy House cares about the trend of domestic/international restaurant market and the demand/expectation of restaurant consumers. Easy House pursues a natural, delicious, healthy, enjoyable culture for restaurant. After more than a decade of promoting and developing “vegetarian cuisine” concept, it has been a kind of mainstreams of present trend of restaurant market. The “vegetarian cuisine” concept includes “health”, “longevity”, “delicacy”, “creativity”, “fashion”, and “environmental protection”. Most supporters of “vegetarian cuisine” concept are “religious people”, “patients”, “elders”, “office workers”, “female groups”, “environmentalists”, etc. In the past, in Taiwan, most of the consumers of vegan/vegetarian restaurants are religious people. Dishes in these restaurants were only for satiety and were not healthy and tasty (greasy and salty) in common. Therefore, people usually considered vegan/vegetarian dishes as unpalatable food, and these vegan/vegetarian restaurants never wanted to improve the quality of their dishes. However, in recent years, natural, safe, and healthy food attract consumers’ attention. The market of vegetarian cuisine is getting bigger. This thesis is about the market and the trend of vegetarian cuisine which keeps rising in Taiwan in recent years by studying the case of Easy House Vegetarian Cuisine restaurant.