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Author: 黃景龍
CHING-LONG HUANG
Thesis Title: 儂來,台菜餐廳的未來-龍師傅的下一步
The Future of Nong Lai Taiwanese Restaurants – Study on the Next Step of Chef Long
Advisor: 盧希鵬
Hsi-Peng Lu
羅天一
Tain-Yi Luor
Committee: 盧希鵬
Hsi-Peng Lu
羅天一
Tain-Yi Luor
黃世禎
Sun-Jen Huang
鄒仁淳
Jen-Chuen Tzou
Degree: 碩士
Master
Department: 管理學院 - 管理研究所
Graduate Institute of Management
Thesis Publication Year: 2021
Graduation Academic Year: 109
Language: 中文
Pages: 60
Keywords (in Chinese): 餐飲業新冠肺炎二代接班計畫企業轉型危機管理
Keywords (in other languages): Catering Industry, COVID-19, Second Genaration Succession Plan, Business Transformation, Risk Management
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  • 「儂來餐廳」在行天宮附近的小巷弄裡,自第一代黃洪忠師傅創店以來,飄香已三十餘年。隨著時間的推移,儂來餐廳傳至第二代—黃景龍師傅,不是從小就接受訓練的他,在接手儂來餐廳前去了高雄餐旅大學磨練基本功,雖然起步比別人晚,但龍師傅卻能夠在實習的過程中,發現儂來餐廳過去的管理方式已經過時,因此在高餐學業完成後,決定再去五星級飯店學習管理的技巧。接班後的龍師傅,除了保留父親對於台菜的嚴謹外,更加上了自己的創意,將台菜「95學說」發展的淋漓盡致,製作出更加符合現代人的口味。「忠於食物原味」、「現代化的管理」、「維護與客人間的關係」成為讓老店能夠永續經營的三大秘訣。然而,2020年爆發的新冠肺炎,讓許多的餐廳面臨倒閉的危機,即使是儂來餐廳這樣的老店也不例外,為了維持餐廳營運,龍師傅決定進行轉型,將桌菜製成冷凍年菜,讓顧客購買後只要依照指示烹飪,在家就可以享用和餐廳一樣的好滋味,這樣的作法讓餐廳的線上訂單成長了五成,此外,龍師傅也積極參與廣告、電視節目以提高儂來餐廳的曝光度,成功的讓餐廳度過疫情難關。因此,本研究將以龍師傅在疫情下制定轉型策略以協助餐廳面對危機,提出相關議題與理論,讓讀者在面臨危機時迅速反應,藉由討論獲得學習效益。


    Nong Lai is a Taiwanese restaurant located in the alleys near Xingtian Temple. Since the first generation - Chef Hong-Zhong, Huang founded the restaurant, it has been well-known for more than 30 years. So far, Nong Lai Restaurant has passed to the second generation- Chef Jing-Long, Huang who was not trained in caterers when he was young. Therefore, before Jing-Long, Huang succeeds Nong Lai restaurant, Jing-Long went to the National Kaohsiung University of Hospitality and Tourism (NKUHT) to train his basic catering skills. As for he started his catering life later than others, Chef Long was extremely working hard on developing his skills, also try to discover the transformational methods for Nong Lai restaurant. After completing his studies at university, he decided to go to a five-star hotel as an intern to learn management skills. Chef Long succeeded the restaurant in 2018, remained some management of his father to keep old customers, otherwise to take some new strategies for transformation. For example, he published the book- 95 Doctrine to introduce the spices of Taiwanese cuisine and spread the culture worldwide. Faithful to the original taste of food, modern management, and maintaining the relationship with customers, these three ideas became the secrets for the sustainable operation of Nong Lai. However, in 2020, the pandemic of COVID-19 has caused many restaurants to close, even Nong Lai Restaurant is no exception. Chef Long decided to transform the New Year dishes into frozen dishes so that customers can securely enjoy the food and reduce the risk of getting COVID-19. Customers just need to follow the instructions on the package, then can enjoy the cuisine. This approach has increased the restaurant’s online orders by 50%. In addition, Chef Long has also actively participated in advertisements and TV programs to increase the exposure of the NongLai restaurant and successfully make the restaurant more well-known. Therefore, this research adopted the case of Nong-Lai restaurant to analyze the transformation strategies, also discuss the risks managements under the COVID-19 epidemic. The relevant theories are also introduced in this research, which allows readers to respond to the risks preoperatively, and to gain learning benefits through the discussion.

    摘要 I ABSTRACT II 誌謝 III 目錄 IV 圖目錄 V 表目錄 VI 壹、 個案本文 1 第一節 開場白 1 第二節 個案餐廳簡介 2 第三節 個案主要人物背景 4 第四節 二代接班計畫 5 第五節 延續傳統、添加新風味 8 第六節 疫情影響導致收益驟降 11 第七節 轉型創新,導入新作法 12 第八節 儂來餐廳的下一步 16 貳、 個案討論 18 第一節 個案總覽 18 第二節 教學目標與適用課程 19 第三節 學生課前討論問題 21 第四節 討論分析與參考答案 22 第五節 教學建議(TEACHING SUGGESTIONS) 47 參考文獻 49  

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