隨著全球經濟交流更加頻繁，台灣市場則以中小企業為主，台灣企業為求更長遠的發展，餐飲品牌國際化已經是所有企業必須面對的趨勢，雖然過去已經有許多的文獻在探討品牌國際化，但鮮少針對餐飲業的品牌國際化做深度探討，而餐飲業更是能代表台灣獨特的餐飲文化，餐飲業的輸出海外，對於台灣主體的觀光產值及餐飲產值有直接性的幫助。
因此，本研究以四家已經達成品牌國際化之台灣企業進行深度訪談，對象為企業內部重要的高階主管，彙整出台灣餐飲業品牌國際化的常見問題及其解決辦法，最後提供三項管理意涵，期望對未來要進行品牌國際化之企業有實務上的幫助。
一、品牌輸出的組織架構與策略
二、餐飲品牌國際化會遭遇到的問題，及其對應策略
三、最佳化進入新市場的營運模式

With the increasing interconnectedness of national economies, small and medium-size enterprises (SMEs) of Taiwan have been recognized as the key driving force of economic development. In order to have a further development, business in Taiwan need to understand the trend of being international of brands. Although there are many studies about brand internationalization, only limited studies are conducted to comprehensively investigate in building a local food and beverage chain store into a global brand. Since food and beverage industry represent Taiwan’s unique culture, we believe brand exporting will directly improve food and beverage industry so as tourism industry in Taiwan.
Therefore, this research will contribute to the literature by drawing insights to the internationalization of food and beverage industry. This survey is conducted by respectively in-depth interviewing senior managers from four local f&b companies that had already successfully built the brand internationally. The aim is to list the common problems and find solutions for internationalizing food and beverage brands of Taiwan. Furthermore, this research provides three managerial implications and gives practical guidance for the business on how to implement brand international strategies. This paper presents three managerial implications:
1.The corporate structure and strategy to license out brand know-how.
2.The market entry strategy to a new market.
3.The optimal operational model to tap into a new market.

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