China’s Exported-wealth has decreased its prosperous, the changing and up great to current main industry’s structure becomes the primary policy to China government. The china 12th 5 year plan has expand the domestic consumer market; with its higher standard living of society and higher GDP growth, the catering industry in china had become one of the highest gross rate industry. Due to society’s livelihood, the franchise restaurant is still considered a localize culture and with its resembling language and custom, the Taiwanese companies has more competitive Advantages to expand the franchise restaurant in Mainland China.
This research is based on interviewing Mos burger, Dicos, Wong-Pin Corp.; to understand the current situation of managing/expand franchise restaurant from Taiwan in Mainland China: Currently, the consumer market has decreased, the price of commodities and the cost of labor are concisely growing. Yet businesses are facing the new challenge relate to food safety incident, lack of human resources and higher taxation- the franchise restaurant had gone into the age of “meager profit age”. However, the expand of these business never stopped, due to the large population of its consumer and high growing of GNI, many franchise restaurant from Taiwan in Mainland China deem positive market in long term. The case study of strategy to expand franchise restaurant features: To expand in subordinate cities (second-tier city, third-tier city),Mos burger and Wang-Pin corp has already gone as OTC in 2011, Resource integration, Multi-brand, multi-scope of catering business, Training local employers.