呷七碗的十字路口?尋找台灣阿糯下一個創新策略

Abstract

呷七碗為台灣知名油飯品牌，1980 年從小吃攤起家，販賣嘉義傳統小吃香菇肉羹和 嘉義米糕，秉持「品質就是生命」的經營概念，爾後擴展成國際驗證的食品工廠，現為 年營收破億的食品餐飲集團。產品涵蓋「油飯、肉粽、彌月禮品、節日年菜、冷凍料理、 養生沖調飲品、低熱量餐」...等，另有數間以台灣傳統小吃為特色的呷七碗食堂。營運 至今已超過 40 年，面臨外部環境的改變，目前正積極尋求企業創新與轉型之道。故本 研究旨在探討呷七碗未來的創新方向，研究方法為焦點團體訪談法，共舉辦了 4 場焦點 團體訪談，包含 37 位不同身份背景的受訪對象。研究結果顯示呷七碗未來的創新方向 包含「新產品概念、新通路、行銷想法、店面調整、生產端、技術、代工操作、營運模 式、核心價值」，可立即執行的創新策略則有「新產品概念、通路革新與改造、品牌形象、 數位行銷、經營思維」。JIA CHI WAN, one of the famous steamed glutinous rice brand in Taiwan. It’s history should date back to 1980. In that time, JIA CHI WAN was a food stall, which sold Chiayi traditional street food, such as black mushroom pork thick soup and Chiayi rice cake. JIA CHI WAN always adhere to their business concept: Quality is the life. Afterward, they expanded into a food factory of international verification. Up to now, JIA CHI WAN becomes a food service group that gets the annual revenue of over 100 million dollars. The selling items include steamed glutinous rice, rice dumpling, newborn first month gift, festival and new year dishes, prepared frozen food, healthy instant drink and low-cal meal, etc. Also, there’re plenty of restaurants, which feature Taiwanese traditional street food. Until now, the operation of JIA CHI WAN has run over 40 years. Since the external change of environment, now JIA CHI WAN is actively seeking the way of Enterprise’s Innovation and Transformation. Therefore, this research aimed to discuss the future innovation direction of JIA CHI WAN. The research method is through four focus group interviews of 37 interview subjects who were of different professional backgrounds. The result of the research indicated that the future innovation direction of JIA CHI WAN are new product concept, new channel, marketing idea, store adjustment, production side, technique, outsourcing operation, business model and core values. And the innovation strategies that can carry out immediately are new product conception, channel innovation and transformation, brand image, digital marketing and business mindset.