Capitalizing on the Increasing Influence of Latin American Cuisine: A Marketing Plan on High Tide

Abstract

It seems like many young entrepreneurs are steering away from the more traditional corporate future, where opportunities seem to be fewer by the day, and it appears that cafés and trendy restaurants have exploded in popularity. Along with the sudden rise of new, fashionable, cafés and restaurants managed and owned by young adults, there are also the more oldfashioned restaurants which offer more traditional cuisine options,Japanese, Italian, French or steak houses. The scope of Western restaurants, however, doesn’t seem to go past the American or English cuisine. This paper evaluates the level of feasibility that a Latin American restaurant in the heart of Southern Taiwan could have,while studying the most important aspects of the Taiwanese food and beverage industry. The motivations that inspired this research include the fact that over the past few years,Taiwan has become more and more welcoming for Latin American immigrants, which seems to have spiked the interest of Taiwanese people in the Latin American culture as a whole. Taiwan, and the curiosity has sprung to the extent to which even the biggest clubs and bars in some cities are organizing Latin Parties at least once a month. All in all, proving that the investment would be feasible according to current market trends and customer preferences.