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Creation Research on the Transformation of Traditional Taiwanese Roadside Banquet into Online Food Brand
online food business
As social formation and economy change, most wedding receptions and banquets are held indoors. Feasts are catered in restaurants, which not only provide grand or themed interior design and landscape but also a comfortable ambiance. As a result, the once-important culture of traditional Taiwanese roadside banquet is seriously squeezed. There are less areas allowed to hold roadside banquets. Also, due to hot weather, some catering businesses equip industrial portable air conditioners to cool outdoor tents; however, these machines are costly. In addition, many caterers or furniture rentals adopt table and chair sets similar to those of restaurants and hotels; nevertheless, their overall style seems chaotic. Though catering businesses continuously improve and renew themselves, changes of times and conceptions wash away the tradition of roadside banquet. Therefore, roadside banquet fails to be the priority for young people when they want to hold banquets. This creation research aims to explore through literature review about Taiwanese roadside banquet, including the developments, current situations and cultural features of roadside banquet industry. Apart from this, consumers’ online shopping habits and preferences can be known through the related literature review, such as e-commerce, online food brands and frozen instant food. The comprehensive analysis of the result of questionnaires shows that many consumers have participated in or heard of roadside banquet; also, they have been deeply impressed by its warm hospitality. When it comes to food purchase online, consumers expect little difference between images on advertisement and real food, simple heating process of food, and so on. Thus, it ought to integrate the features and cultural implications of roadside banquet into the related branding and product design in order to impress consumers with the link to roadside banquet while transforming traditional roadside banquet into online food design creation. In addition, choose dishes easy to cook with clear graphic instructions to meet consumers’ needs for self-heating meals, enabling consumers to lightly enjoy roadside banquets step-by-step. Last, divide dining into three categories according to the family conditions of modern consumers: nuclear family meal, meals for singles, and party with friends. Design themed packages series according to these categories, thus consumers can choose meals accordingly. This creation research is expected to be for reference to traditional roadside banquet and catering businesses which intend to transform into e-commerce and sell their meals online in the future. It aims not only to pass down the vitality and culture of roadside banquet but also to introduce diverse choices of delicious meals to more consumers by creating new values of roadside banquet online.
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