Shilin Night Market

1. Shilin Night Market Food Court

2. Shilin Night market: One of the most successful traditional Market in Taiwan. What factors attract people to go there? • Heavy traffic flow (Easy transportation and parking space) • vast variety of product offered • Long operating hours • Store layout • Lively atmosphere

3. Hypothesis: “Can Shilin Night Market be adapted to success in cities of first-world countries with a high percentage of Asian population (i.e. Vancouver, Canada)?” We feel that it can be implemented with following changes: • Improve overall cleanliness. • Aesthetics (curb-side appeal). Improve the quality of furniture, kitchen and other utensils. Synchronize all the signage of the stands. • Improve layout of the dine-in stands. Increase space per person, since it is very crowded. • Better management of rules and regulation. • Improve service quality and transaction system. There should be more interaction of the waiter/waitress with the customers. Provide receipts after the purchase or dinning.

4. Location Shilin District Office Address: No. 60, Jihe Rd., Taipei, Taiwan Tel: 02-2881-5557

5. Retailing Location • On Dadong Rd., across Jiandan MRT station. • 3 minutes walk from local bus stops (203, 266, 290 and 606. Free shuttle from Miramar Shopping mall) • One MRT station away from National Palace Museum (Shilin MRT station) • 10 minutes drive from Miramar shopping mall • Residential area • 5 stations away from Taipei Main Station

6. Customers at Shilin Night Market Target market – very wade (from teenager to elderly) • High percentage of teenagers and people in their 20’s  budget constrain, easy transportation • Family • Working age population – after work • Tourists

7. Service Observation • Little customer-server interaction • “catch-passengers’-attention” activity is the most active service • “It’s delicious. Try it, try it!” “It’s cheap” “Mr./Ms.! Come over here””We have seats” • Customers do not have high expectation to the quality of service because the products offered are cheap. • Management seek for high turn-over rate

8. Location flow • Three kinds of location • Front – high visibility, high exposure to the visitors, and small unit area • - Probably more expensive rent per unit. • Middle – High traffic flow (many intersections of passageways), high accessibility, moderate visibility, and larger unit area. • Back – Low visibility, low traffic flow, larger unit area, and low accessibility. • Which one is the best location? The answer depends on the type of food stand.

9. Location flow Non-dine-in-stands need…. • High visibility & accessibility • Small unit area • Best located at front area! Dine-in-stands need… • Moderate visibility • High accessibility • Large unit area • Best located at middle area! • Worse location at the night market is the back area, although the rent per unit may be cheaper.

10. Accept or deny hypothesis? “Can Shilin Night Market be adapted to success in cities of first-world countries with a high percentage of Asian population (i.e. Vancouver, Canada)?” Yes, it can be adapted and become successful • Some changes must be made

11. Changes to be made How can Shilin Night Market be adapted in a city of first-world country? • Build the food court in an Asian mall (i.e. Pacific Mall) • Outdoor atmosphere but build indoor. This increase overall cleanliness but keeps the authenticity. • Air conditioning • Keep a good size – not too big, not too small • Air conditioning and overall cleanliness  keep the lively atmosphere • Service improvement • Better management of rules and regulation. • Improve layout of the dine-in stands. Increase space per person, since it is very crowded.