本研究主要探索台灣連鎖早餐業者之商業模式，以Osterwalder & Pigneur 的商業模式圖之九大要素模型為基礎來發展得訪談問卷，選定在台灣內加盟時間至少三年且總公司具有一定市佔率的加盟商為研究個案，其對相關加盟主進行訪談，將訪談內容整理分析歸納，探討台灣連鎖早餐業之商業模式及其內涵，找出穩定且長期的商業獲利模式，提出未來可行之營運方向。
研究結果可將台灣連鎖早餐業，歸納出連鎖早餐加盟業者共同的商業模式特性如下：一、服務顧客導向；二、目標客戶以區域性為主要客源；三、網路效應可以提供額外收入；四、擁有強大的總公司後勤支援。從加盟進入門檻不高且利潤高、回收期不長的情況下，創業者紛紛選擇進入早餐市場。但顧客消費時間短，業者事前作業時間長，加上產量不易控制，食物得現做，顧客等待時間長等種種因素限制，容易造成開店易，維持難的困境。故如何能夠永續經營，變成一個很重要的課題。所以針對以上所述，建議未來實務上可以採用下列策略:重視顧客的反饋，建立反饋機制；服務品質得再提升；增加更多元的收益來源；同業策略合作或異業結盟。

This study aims to investigate the business models of the chain-breakfast industry in Taiwan. The interview questionnaire is designed on the basis of the nine key elements of Osterwalder & Pigneur's business model canvas. The franchisees who have joined for at least three years and whose headquarters have a certain market share are selected as the case study. The relevant franchisees are interviewed and the data are analyzed to find a stable and long-term commercial profit model. The results may give franchisees suggestions for the future operation.
According to the research results, the franchisees of the chain breakfast business in Taiwan have four common characteristics as the following. First, the model is customer-oriented. Second, the target customers are mainly from the region nearby. Third, the network effect can provide the franchisees additional income. Last, the headquarters offer the franchisees strong backup.
However, the franchisees easily face a predicament. Due to the easy acquisition of the franchise and the high profit in the short term, many entrepreneurs choose to enter the breakfast market. Nevertheless, the opening hours are short while the franchisees have to spend lots of time on preparation. Moreover, the breakfast is made for immediate consumption. It is hard for the franchisees to control the quantity of output and the waiting time of the costumers. The lack of experience causes bad management and thus makes the franchisees close the shop.
In order to solve the problems mentioned above, it is important for franchisees to learn sustainable operation. Some strategies are suggested. Pay more attention to the customer feedback and establish a feedback mechanism. Improve the quality of customer service. Increase the revenue sources in multiple aspects. Cooperate with other industries or different industries.

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