擴增實境於餐飲業套餐菜單設計之數位體驗探討

Exploring of Digital Experience on Augmented Reality with Set Meal Menu Design of Catering Industry

張歆（文言）；劉國有；陳貴凰

擴增實境 ； AR菜單 ； 菜單設計 ； Augmented Reality ； AR Menu ； Menu Design

數位媒體設計國際研討會論文集

第十四屆（2021 / 06 / 11）

70 - 77

繁體中文

隨時代的變遷，在台灣可以很常看到「一個人」去做事情，一個人逛街、一個人吃飯、一個人爬山等等，許多人會選擇獨自一人進行個人想做的活動，一個人行動即表示不需考慮他人的時間、喜惡等，可以全憑自己的想法去執行。以餐飲業為例，社會中也發展出了很多「獨食」的餐飲消費型態，不僅僅是現今社會的變遷緣故，更因近年的疫情關係。本研究將設計一款套餐的菜單，讓消費者在獨自活動過後，或是結伴來到餐廳用餐時，可以有一人份的套餐作為選擇，而非進行單點。於消費者來說，是多一項可以不需思考要如何從眾多的單點選項中，挑選要食用的菜品；於餐廳業者來說，可以利用套餐的方式，推出餐廳的特色餐點，亦或是主打商品。且在菜單上加入擴增實境（Augmented Reality, AR）的科技元素，利用掃描菜單上的菜品圖案，來對每一道菜品進行AR互動，並於AR互動中，呈現每道菜品的動畫，以加深消費者對菜品的印象，並了解菜品組成的元素。利用AR互動科技的技術，吸引消費者對此套餐的興趣，以作為一種行銷的手法，也可以使消費者於點餐後，在套餐上桌前的這段時間裡，可以使用這個AR互動裝置，來消遣等待的無聊時間，或者更進一步的理解有關這個套餐，餐廳想傳達的事物。

With the change of times, it is common to see ＂one person＂ to do things in Taiwan. Many people choose to do the activities that they want to do alone, such as shopping alone, eating alone, climbing a mountain alone, and so on. Acting alone means that they don't need to consider other people's time, likes and dislikes, and can be carried out by their own ideas. The catering industry, for example, there are many catering consumption patterns of ＂eating alone＂ in the society, it's not only cause of the changes in modern society, but also because of the epidemic situation in recent years. This study will design a set menu so that consumers can choose a one-person set meal instead of a single order after activities alone or when they come to a restaurant to dine together. For consumers, it's one more option, they don't need to think about how to choose the dishes they want to eat from the many single order options. For restaurant operators , they can use set menus to launch restaurant's special meals or main products . Add Augmented Reality (AR) technology elements to the menu, and scan the dish pattern to interact with each dish in AR. And in the AR interaction, the animation of each dish is presented to deepen consumers' impression and understand the elements of the dish. Use AR interactive technology to attract consumers' interest in this set meal. As a marketing method, consumers can also use this AR interactive device after ordering a meal and before the meal is on the table, to amuse the boring waiting time, or further understand what the restaurant wants to convey about the set meal.