阿聯酋餐飲連鎖店的營銷分析

新業務就是在阿聯酋開展一個新的餐飲連鎖店。這些連鎖店將在阿聯酋全國的主要城市開設。在阿聯酋開餐飲連鎖店是一個深思熟慮的想法，在這個國家做生意的是不錯的選擇，因為阿聯酋是一個在國際旅游業中最具吸引力的地方。來自世界各地的游客將是這些連鎖店的主要客戶。在阿聯酋的餐飲連鎖店里，顧客不會吃到很多不同的菜系。新的餐飲連鎖店試圖將以往快餐連鎖店尚未觸及到的消費者作為目標群體，這些快餐連鎖店包括麥當勞、肯德基、必勝客等。很久之前，這些快餐連鎖店就已經成為世界各地知名的品牌，并在阿聯酋開設新的分店，這將引發一場非常激烈的競爭。被這些快餐連鎖店作為目標消費對象的消費者，一般是青少年和12歲以下的孩子。但是許多調查表明，快餐連鎖店提供的食物很不健康，而且對于消費者的健康安全是有害的，尤其是低于12歲的兒童消費者。新的餐飲連鎖店將目標消費者定為那些想外出與家人朋友共進午餐晚餐的人，那些想享受高品質的美味食品的人，同時還有那些要求食物對身體有益，至少對孩子的危害要降到最小的人們。
 

The new business going to be started in the UAE is a new food chain. The food chain will be opened in the major cities of the country. The business of food chain is a thoughtful idea for doing business in UAE as the country is the most attractive place for international tourism. Tourists from all over the world will be the main customers of the food chain. There are not many food chains in UAE which serves multi cuisines to its customers. The new food chain will target the consumer segment which is left untouched by the fast food chains like McDonald, KFC, and Pizza Hut etc. These fast food chains have been a brand name all over the world for the past many years hence they will give a tight competition to the new startup of food chain in the UAE. The consumer segment targeted by these fast food chains are the teenagers and kids below 12 years. But many surveys have illustrated that the food offered by the fast food chains is very unhealthy and hazardous for the users especially for children below 12. The new food chain will target those consumers who are want to go out for dinner or lunch with family or friends and want to enjoy a quality food which is delicious in taste and at the same time healthy and least harmful for the kids. Tourism in the UAE is a major factor for the success of many business sectors in the country. The hospitality business of the country is touching the new heights only because of the huge number of tourists in the country. The franchisee of the new food chain will be opened in all the seven emirates of UAE as the target customers of the business are much diversified. Each franchisee will target different segment of customers. The products of the new food chain will be of very high quality and hygienic so the cost of the food will be a bit high in the new restaurant. All these qualities of food of the new restaurant chain are a point of attraction for the local population of the UAE. The standard of living of the UAE people is very high as compare to people of other countries. So they will also be the target customers of the new food chain. The total target customers of the new food chain will be the large number of tourists coming every year to the country and the local population of the country who are willing to get quality and hygienic food even if the cost of food is higher. (Homes)
 

企業不同的選擇———Different Options for Business
 

The UAE has become the main business hub in the Middle East and North Africa region. It is also the main tourist spot in the world. Because of the above two attributes the country receives people from different cultures and regions of the world. The new food chain will have a bright business opportunity to capture more and more market share of the food market because the food industry of the country is still not that rich. The country majorly has only the international fast food chains like McDonald, CCD and KFC. Another type of food chain in the country is the ones which are highly expensive for an average person to visit. The food in the fast food chains is cheaper but the quality of food is very unhealthy and unhygienic whereas the other restaurants and food chains have very high quality of food which is very hygienic safe for health but excessively costly. So the new food chain will have a competitive advantage over the other existing food or fast food chains if it starts providing quality food within reasonable cost. The new chain will have many options of food to serve in the restaurants as the customers in the UAE are not of a single culture so they all have different expectations of food and beverages. It will be impossible to fulfill the requirements of all the customers in one shop only. Several stores of the chain will be opened throughout the country to target the maximum possible customers of the country. The new restaurant chain has many options for selecting the type of food, quality of food, and way to serve food to the customers. These options are discussed in the literature review of the solutions. (Smythe., 2008)
 

文獻綜述———Literature Review
 

Based on different literature and articles found on web and library it can be examined that the new business of food chain has many options to adapt as what to cook, how to cook, and how to serve to the customers. Following are some of the options suggested based on the readings and findings:
 

快餐連鎖店———Fast Food Chain
 

According to studies it has been found that the market of fast food has been increasing at very pace in the UAE. The sales of fast food in the UAE have generated more than 100 million USD in a year and it growing with 25% annual rate. The fast food market can easily target teenagers and kids with their product range and cheap prices. The fast food chains are also famous between professionals as the products are ready made which saves time. But many surveys in the country have suggested that the food of the fast food chains is very uncanny and unhealthy. So choosing to open a fast food chain involves heavy risks related to political and social environment. Although the fast food market is the most profitable any protest against the fast food may occur anytime because of the survey reports. This might be a good option if the minor risk is ignored. The fast food market now is not constrained only to burgers, pizzas, or hotdogs but the term fast food has been expanded in the past few years and many casual food items form all over the world have been included in the word fast food. (UAE's first Greek fast food chain opens its doors, 2003)
 

主題餐廳———Specific Cuisine or Theme Restaurant
 

The new food chain going to be opened in the UAE may be based on some specific theme and serve only some specific single cuisine to all the customers. The cuisine served will be the specialty of the restaurant will create the brand name of the chain. The purpose behind selecting a particular theme and specific cuisine for the restaurant is to develop a brand image in the field of that particular cuisine whether it be Chinese, Indian, Mexican, Italian, Continental, Arabic or any other. But the quality of food and service must be one of its kinds in the whole country. The chain must be remembered by the name of the theme of the restaurant or the type of food of the restaurant. (Dubai food and Arabic food.)
 

多元美食餐廳———Multi Cuisines Restaurant
 

60% of the restaurants in the UAE are found to be serving multi cuisine dishes to the customer. If the new food chain will also be opened to serve multiple type of food at one place for the customers then it will have to face intense competition. The competition level will be higher because the existing restaurants in UAE have already made their brand image and tourist of the country used to go only to those places. There will be nothing special or innovative in the product or service range of the food chain. So the idea of opening another multi cuisine restaurant chain should be avoided to save the new business from failure. (Dubai food and Arabic food.)
 

項目選擇———Option for the Project
 

There are numerous hotels, restaurants, food joints and fast food chains running in the UAE. All of these food places have been successful in their business because the country welcomes millions of tourists every year and these tourists are the main target customers of these food plazas. So the opportunity of starting a new food chain in the UAE should not be missed. Many options for the type of business have been discussed above in the literature review but none of them are suitable according to the current market and consumer requirements. To fulfill all the requirements of all the consumer segments a business idea should be adopted.
 

The new food chain will work on a completely new idea. Al the restaurants of the chain will be unique. There will not be any fix particular theme for all the links of the chain but each and every joint has its own different theme and all of them will serve only one kind of cuisine but every possible type of cuisine will be available within the chain. Every joint will be maestro in the cuisine it will serve to the customers. There will be several links of the food chain in one city and each of them will have different theme and specialized type of cuisine. This type of food chain will be a new idea for the business and will help in managing many things very easily. Every link will have to serve only one type of requirements and if the customer has different requirement then the chain will definitely fulfill them but at some different place.