吉比鮮釀啤酒餐廳

Gordon Biersch Brewery Restaurant

吉比鮮釀啤酒餐廳成立於2005年12月1日，從2007年8月至隔年的6月共1年10個月的時間，取得美國GB第一份海外授權加盟合約。依照合約，GB鮮釀必須在10年內分別於大中華地區開設15家分店，目前已於台北及台中開設2家分店。相較於台北店開幕初期的品牌知名度，台中店營業初期的成效卻不如預期佳。在面臨此問題下，GB鮮釀是否再繼續南下開設第三家分店？亦或改為進入海外市場，先於中國大陸、香港或澳門展店，可能有較佳的營運成長？ 在台中店開幕的同時，GB鮮釀是否可以如金色三麥做罐裝啤酒般，將鮮釀啤酒發展成另外一個新的事業體。然而，「鮮釀啤酒Bar」與「罐裝啤酒」的營運模式，卻也可能間接使其主要「鮮釀啤酒」賣點模糊。因此，在面臨龐大的展店壓力與抉擇的多重考量下，假使透過開展新事業體得到品牌的快速成長，也可能瓜分既有的組織資源。因此，GB鮮釀應如何做方能解決前述的發展困境，制定最佳的組織決策？

Gordon Biersch Brewery Restaurant, Taiwan (GB Taiwan) was founded in December 1st, 2005. Then the management team of GB Taiwan spent 22 months to obtain the first overseas license agreement from the US based Gordon Biersch Brewery Restaurant Group Inc. In accordance with the contract, GB Taiwan has to set up 15 restaurants in the Great China region within a decade. To 2010, two restaurants have been opened in Taipei and Taichung. The first restaurant was located at Xinyi New Life Square All of Shin Kong Mitsukoshi Department Store in Taipei with excellent profit result. In contrast, the performance of the initial period of the second restaurant in Taichung was not as good as expected. Under the circumstances, in order to acquire better business growth, which way GB Taiwan should go- either open the third restaurant in southern Taiwan or divert into the overseas market in China, Hong Kong of Macau? While the opening of the second restaurant in Taichung, if GB Taiwan could turn its “fresh beer” into a new business – to manufacture canned beer like “Le Bie’ d’or” did. However, the business model of having “beer bar” and “canned beer” available at the same time will obscure its major selling point – “fresh beer”. Therefore, no matter under enormous pressure of setting up the new restaurants of gaining rapid growth of the brand by developing the new business, the organizational resources will be divided accordingly. It is a crucial decision if GB Taiwan should transfer the experience of its best practice (GB Taipei) to the other (GB Taichung) then the coming new ones, or forward to establish a presence in overseas market, of develop a new business for canned beer.