Business Plan for Fast-casual Taiwanese Style Noodles Restaurant in Thailand

• Main Authors: Tarntawan Suwarat, 蘇千華
• Other Authors: Huang, Kuan-cheng
• Format: Others
• Language: en_US
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/u86g55

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.