外送平台對速食業經營績效影響之探究：以M公司為例

Abstract

近年來隨著網際網路發達與智慧型手機逐漸普及，人們開始習慣在外送平台點購餐點，台灣自2019年美食外送平台快速成長，使許多商家思索與其合作之利弊。與美食外送平台合作可增加餐廳能見度、擴充客群及提升營收，然各餐廳面臨美食外送平台上眾多同行業者的競爭，並需要支付高額費用給美食外送平台。對於餐廳業者而言，了解美食外送平台對其經營績效之影響係一重要的議題。因此，本研究目的係檢視美食外送平台對速食業經營績效之影響。本研究以一家知名跨國連鎖速食店為個案公司，個案公司自2018年開始，部份餐廳與Uber Eats合作﹔2019年起，部份餐廳與Foodpanda合作，亦有些餐廳選擇同時與兩家美食外送平台合作。根據個案公司位於臺灣北部「商業區」、「住宅區」、「住商混合區」及「轉運站」不同地理位置的餐廳資料，本研究發現與美食外送平台合作後，整體營業收入會增加，實體店營業收入卻下滑。與第三方美食外送平台合作後，若餐廳未能適時調整銷管費用，淨利成長幅度會小於營業收入成長幅度，甚至產生虧損。

In recent years, with the development of the Internet and the increasing popularity of smart phones, people have become accustomed to ordering meals through online food-delivery platforms. Online food-delivery platforms in Taiwan have expanded rapidly since 2019. Many restaurants consider the advantages and disadvantages of participating in delivery platforms. Partnering with food delivery companies can make restaurants visible, expand current customer base, and boost stream of revenue. However, participating restaurants face many competitors on the food delivery platforms. In addition, the third-party delivery services charge high fees. It is important for restaurants to understand the impact of food delivery platforms on their operating performance and change strategies to maintain profitability. Thus, the objective of this study is to examine the impact of food delivery platforms on the operating performance of the fast food industry.This study uses a renowned multinational fast food restaurant chain as a case company. Some restaurants of the fast food restaurant chain in Taiwan have partnered with Uber Eats since 2018. Since 2019 some restaurants have started to partner with Foodpanda, and other restaurants have partnered with two food delivery companies at the same time. This study analyzes the data obtained from restaurants in the"commercial area", "residential area", "commercial and residential area" and "transit station" which locate in north Taiwan. This study finds that after partnering with the food delivery platforms, total revenues increase but revenues from physical stores decline. After cooperating with the third-party food delivery platforms, the net income growth rate will be less than revenue growth rate if the restaurants fails to cut down expenses. The restaurants partnering with online food delivery platforms may even suffer losses.