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Always on the lookout for new business opportunities, a chain coffee house has not only expanded into gyms, but taken over an American-style steakhouse. It aims to attract budget-conscious consumers with affordable pricing, offering large-portions, delicious steaks, and Western-style brunch.

A sliced steak gleams from a cast-iron pan. It used to be a well-known American steakhouse, but after it closed down, a chain coffee shop bought it.

For steak lovers, the restaurant offers a 20-ounce tomahawk steak that has to be ordered in advance. It also offers a variety of brunch options for under NT$200, creating a menu great for both morning and evening.

Customer
Likes steak
I think the steak here is really big and so satisfying. I like meat, so for me, eating a portion like this really satisfies my craving.

Customer
Likes brunch
The brunch meals are really big, the kind of breakfast that will really fill you up.

The chain store that bought this steakhouse has been expanding its business in recent years, moving into hot pot and bakery, and even opening a gym in 2022. Now it’s entered the restaurant market.

Huang Ming-hsien
Chain coffee shop CEO
Taiwan’s brunch market is worth tens of billions, and with young people’s spending power continuing to grow, we want to integrate brunch, American dining, and steakhouse culture. With our central factory, we have an advantage over competitors when it comes to raw material costs.

Ku Shang-chun
Association of Chain and Franchise Promotion
The food and beverage market is already close to saturation, so businesses need to expand horizontally to diversify risk. Especially with the rise of AI and IoT, the more storefronts you have and the larger your group is, the stronger your operational big data and economies of scale will be, creating a situation where the big gets bigger and the strong gets stronger.

With the coffee shop market so competitive, chain stores like this are expanding their businesses into different areas to try and remain profitable.

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