餐飲品牌在台灣，近年逐漸開始走向國際化和組織化，為了漸進式配合餐飲服務業的發展，提升企業價值及創造其差異化的發展樣貌。2010年起政府開始推動國內美食的國際化，國內餐飲業預期將有更多的資源整合性加入，以協助餐飲服務業的國際化層次與提升產業發展。研究個案A集團在經營餐廳的組織文化思維上，就是擺脫二流工作的餐廳服務，散發出的是卓越的品味與專業感的餐廳，值得思考的是，餐飲業的進入門檻及障礙不高，故存續及獲利的關鍵點在於內容差異化、創新服務體驗、轉型策略與危機管理。
A集團經營期間一直獲利良好，卻因面臨食安疑慮，造成形象重挫，危機處理考驗管理階層，雖然公司立刻施以應變處理，但企業建立已久的形象也因此受損，後續集團力行公益行銷方式，除重整企業形象以外，加強做出海外擴店的成績。公司因應挑戰的態度是放慢腳步，並在餐飲食品行銷時，並在市場上進行品牌行銷、服務經營策略…等，建立屹立不搖的品牌餐廳。
幾十億人口，每日何時何地閒聊都是「吃」，這是日常生活。這些年餐飲業的重視，開拓了管理人才進入餐飲業就業，增加管理人才職場版圖，本個案係依集團品牌相關人員著作及公開發表，待餐飲集團授權，後續與學長姐在課堂討論，轉化為餐飲創業實際行動。

Food and beverage brands in Taiwan, in recent years, gradually began to move toward internationalization and organization. In order to support the development of progressive catering services, Enhance corporate value and create differences in the development of their appearance. The government in Taiwan began to actively promote the internationalization of domestic cuisine in 2010. It expected that there will be more integrated resource invested to catering in domestic food industry, and it will help to improve the industrial development and catering services to assist international level. In this case study, A restaurant group in the thinking of organizational culture, is to get rid of second-rate job of restaurant service, and exudes a outstanding sense of taste and specialty restaurants, it is worth thinking is that the barriers to entry and barriers to the restaurant industry is not high, so the key point of survival and profitability is the Content differentiation, innovation and service experience, the transformation strategy and crisis management.
A restaurant group were still good profit during the operating. However, it faced with food security concerns, causing the fell of image. It test management to deal with crisis, Although the company is subjected to immediate response and handling, However, long-established companies and therefore damage the image, Than A restaurant Group take Welfare Marketing not only to restore corporate image, but also to make achievements overseas exhibition shop. The way to deal with the challenges is to slow down, and in the market for brand marketing, the business strategies of service and so on, to establish unshakable brand restaurant.
Billions of people, when and where we chat are "eating" daily, this is our daily lives. It emphasis on catering industry in recent years, and develop the management talent into the restaurant industry, and increase the management talent in Workplace territory. In this case study, in accordance with the books and published works of brand-related staff in A restaurant group, when it authorized from A restaurant group, then discuss in the class, translated into practical action catering business.

參考文獻
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二、英文參考文獻
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