西化與加盟：「美而美」台式連鎖早餐店的誕生

Abstract

1980年代至今，台式連鎖早餐店在數量上與便利商店長期抗衡，除了形成台灣尋常早餐地景，部分業者更展現朝向大企業的發展潛力。為探討台式連鎖早餐店的興起歷程與地理意涵，本研究以「麥當勞化」與「加盟連鎖」為理論視角，結合文獻分析、深度訪談與空間文本分析，進行針對巨林美而美、美而美漢堡店（今：早安美芝城）與瑞麟美而美的個案研究。本研究發現有二。第一，台式連鎖早餐店的加盟連鎖制度經歷四階段——1980年代初以店面化回應西式餐點風潮；1980年代末起強化加盟的向下擴張與推動原料供應的向上整合；1990年代中轉向品牌經營，躬逢2000年起的連鎖加盟大展；2010年代導入數位科技，強化行銷品牌與加盟連鎖制度，帶動品牌永續發展。第二，台式連鎖早餐店的典型店家空間配置展現高度效率，透過前廚及作業區的分區效率製餐、亮眼外觀設計的引人注目、因應外帶客群為主的簡單內用空間、規格化餐點設計，以及後場與中央廚房的協力，確保加盟店順利營運與持續吸引消費者。本研究以上述研究發現提出台式連鎖早餐店的「美而美化」概念，並有三項內涵：一、總部規劃「掌握重點的資源配置」，最大化總部與加盟店的投資效益；二、總部發展「垂直整合的供貨網絡」，調控核心原物料的供應；三、總部研發品項，達成「餐點樣式的台式創新」。最後，本研究建議未來可分析新型美而美的店面樣態，並提出針對研究連鎖體系的方法省思。Under the influence of Westernization, Taiwanese breakfast chains, particularly Mei& Mei (美而美), have grown rapidly and played a key role in shaping a distinctive Taiwanese breakfast culture since the 1980s. Beyond transforming the everyday breakfast landscape, some of these chains also demonstrate the potential for upgrading. This study investigates the evolution of Taiwanese breakfast chains and the formation of a distinct Taiwanese breakfast culture through the analytical lenses of McDonaldization and franchising, focusing on three Mei & Mei chains as case studies. The studypresents two key findings. First, the franchising systems of these chains have evolved through four stages: (1) initial establishment in response to Western food trends in the early 1980s; (2) expansion via franchising and backward integration in the late 1980s; (3) transition to brand management in the 1990s; and (4) adoption of digital tools to for branding, marketing, and operational optimization in 2010s. Second, the spatial configuration of a typical Taiwanese breakfast chain store demonstrates high operational efficiency, featuring the clearly defined front-kitchen zones for rapid preparation, the visually striking exteriors, the simplified dine-in area, the standardized menus, and the strong coordination between each store and central kitchens.Based on these findings, this study proposes the concept of “Mei& Meiization” to define the core characteristics of Taiwanese breakfast chains: (1) a franchiser’s “focus on core priorities” to maximize returns under resource constraints; (2) “vertical integration of supply networks” to control essential ingredients; and (3) “innovation of localized menu items” to reflect evolving Taiwanese tastes. This study concludes with a methodological reflection on studying franchise systems.