新竹縣客家老飲食店的創新經營模式

Abstract

客家老飲食店是許多客家人成長的記憶，更是共同的回憶。面對新時代的挑戰，老味道如何傳承與發展？無疑是客家飲食文化愛好者與研究者刻不容緩的關切。本研究選取新竹縣五家超過一甲子的客家老飲食店：新福（竹東鎮）、美濃樓（芎林鄉）、清香（關西鎮）、日勝（新埔鎮）、老復興飲食店（寶山鄉），以質性研究與半結構式問卷研究方法，訪談第二、第三或第四代經營者。在創新管理理論架構上，設定是以創新為軸心，產品、製程及服務創新為三個維度的分析架構，分別探討並綜合比較五家老飲食店在（1）菜色和食材、（2）環境和通路、（3）軟體和硬體等方面的創新經營模式。 本研究有七個主要結論：一、產品面向：（1）不論是傳統或創新，顧客只希望能享用美味的料理、（2）應用新穎的科技，不論距離遠近都能分享美好的滋味。二、製程面向：（1）配合現代健康概念，調整調味料的用量、（2）遵照前人的製作方式，讓傳統的好味道一代一代傳承下去。三、服務面向：（1）重視環境衛生，使店面看起來明亮整潔﹔（2）制定一套接單的制度，對顧客和店家都有利的局面。四、綜觀產品與製程面向：（1）堅持每天上市場精挑細選，保證食材的新鮮度﹔（2）掌握每天的備料量，讓食材當天就用完。五、綜觀製程與服務面向：（1）新型的爐具設備，讓出菜速度更快速﹔（2）純手工製作的配料，讓客人將美味帶回家。六、綜觀服務與產品面向：（1）工作人員各有其負責的職務，避免讓客人等候太久﹔（2）注重餐飲的衛生，讓人安心又實在的料理。七、最後創新的核心焦點：堅持客家老味道是一種精神和原則，豎立了客家老飲食店的金字招牌，但在產品、製程與服務等方面若不能跟上時代，那麼就會被時代所淘汰。

Old restaurants are the common childhood memory for most Hakka adults. Now confronted with challenges of new age, how can these old restaurants keep their old flavors inheirted and developed? It’s no doubt one of the most concerns for both the Hakka diet culture lovers and researchers. This study using qualitative method and half-structural questionaire has selected five old restaurants running for over sixty years in different districts of Hsinchu County: Hsin-Fu (Chu-tung Township), Mei-Long-Lou (Chiung-lin Township), Chin-Hsiang (Quan-xi Township), Jih-Shen (Shing-pu Township), and Lao-Fu-Hsin (Bao-shan Township). The second, third, or maybe fourth generation of the owners has been interviewed. Based on the structure of innovative management theory and drawn from innovation as the axis, the study is conducted in three dimensions: product, manufacturing process, and services, exploring the management models of the five restaurants in aspects of (1) cuisines and materials, (2) surroundings and logistics (3) of software and hardware. The conclusion is as following：（I）Product Innovation Dimension：（1）Deliciousness overrides both tradition and innovation.（2）Technology is adopted to share good taste of food despite of distance.（II）Manufacturing Innovation Dimension：（1）The amount of seasoning is adjusted to reflect new health concept.（2）Ancient cooking methods help to preserve tasty savors for generations.（III）Service Innovation Dimension：（1）Emphasis on clean and neat surroundings builds up bright and pleasant atmosphere.（2）Setting up an ordering system brings a win-win situation to both customers and vendors.（IV）Of both Product and Manufacturing Process：（1）Materials are obtained on daily basis to assure the freshness of food.（2）The material quantity is handled on daily basis. No overnight materials can be used.（V）Of both Manufacturing Process and Service：（1）New cookwares expedite serving dishes.（2）Hand-made products bring delicious savor home.（VI）Of Service and Products：（1）Employees responsible for each jobs keeps diners from waiting too long.（2）Emphasis, on hygiene of food and drinks, secure and natural food as well.（VII）The core of innovation：Insistence on Hakka tastes as the principle and spirit has built up the golden brand of the restaurants. But if not keeping up with time in the innovation of products, manufacturing process and services, they might have been eliminated by time.