Abstract
According to research in many medical journals, breakfast is extremely important to human health. A nutritious breakfast can make people energetic and improve the efficiency of study and work. People in different countries and regions have a unique breakfast culture. In Taiwan, the breakfast/brunch-based industry is one of the franchise channels that has always been the fastest and easiest way for Taiwanese self-employed people to start a business. Some brands even have gone international and started to expand their business. This research study used G.C. Group as the research object and investigated the use of digital tools by franchisees through case combing and in-depth interviews with key stakeholders. The research analysis the digital implementation to assist the franchise headquarters on how to use digital technology to optimize franchisees, consumer services, and brand value enhancement. The research results find possible business models at the emergence stage, and maximizing value exchange and business opportunities through the interaction of all important stakeholders will be the direction of future research.
Recommended Citation
Jih, Chia-Yu and Hung, Wei-Hsi, "A Case Study of the Application of Digital Technology in the Fast-Food-Breakfast Industry to Optimize Consumer Demand" (2021). ICEB 2021 Proceedings (Nanjing, China). 68.
https://aisel.aisnet.org/iceb2021/68