投稿類別：英文寫作類

篇名：

Wheel Cake: Nostalgia Flavor vs. Young Generation

作者：

李瑀喬。國立苗栗高商。應外三零一 陳郁如。國立苗栗高商。應外三零一 楊宗恩。國立苗栗高商。應外三零一

指導老師：

陳文惠老師

Wheel Cake: Nostalgia Flavor vs. Young Generation

I. Introduction

I.1.Background

Wheel cake is also called red bean cake in . It can be found at any roadside vendor. Although the wheel cake was invented by the Japanese, Taiwanese sellers have adopted innovative ideas and business practices to sell wheel cake on a large scale. This seemingly ordinary traditional snack can develop many brands such as Wandan (萬丹), Guan Pei (關北), and Wu (伍師傅). Sometimes Red Bean (有時候紅豆餅), after investing 400,000 NT on the renovation and equipment, the business now brings in 300,000 NT per month with daily sales of around 700 hot wheel cakes (Tricky Taipei, 2016).

Wheel cake is the taste of childhood in everyone's heart. You’ll find millions of Taiwanese that the old and the young recalling some of the best memories while munching on one of these wheel cakes (Foodamentals, 2017). Even former President Ma Ying-jeou loves sweets, especially red bean products, most like wheel cakes. Although wheel cakes were invented in , Taiwanese have used innovative techniques to make many different flavors of wheel cakes. Nobility and civilians like to eat wheel cake suffaf and now it is one of Taiwan's most popular snacks. Why is this ancient food still the most popular snack in this age of innovation? Therefore, the purpose of this study is to explore the origin, history and business practices of the national snack "wheel cake", and provide consumers and the public for reference and learning.

I.2. Motivation

When we walk through the familiar road to home, the fragrant and creamy smell of wheel cakes makes me take out the change involuntarily to buy them. Although the look of week cake is so ordinary, the flavor of it is unforgettable. Nowadays, young people are often seeking new and novel things, but many of us are still fond of the simple favor-- wheel cakes. Therefore, we are curious about the magic and charm behind wheel cake? We attempt to study the history and the origin of wheel cake to understand if there any evolution of wheel cake. We also want to know young customers’ attitudes and preferences on wheel cakes so that we can make sure why the flavor of wheel cake attracts teenagers. Finally, we will interview wheel cake stores to understand their business operation and marketing methods. We expect the result of the research can provide some feedback and suggestions for the long-term wheel cake business operation.

I.3. Purpose

In this study, we try to understand the evolution of the wheel cake. Second, we attempt to find out teenagers’ preferences and attitudes of wheel cakes. Finally, we would like to analyze the business operation and method of wheel cakes.

I.4. Research Question

1. What is the evolution of the wheel cake?

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Wheel Cake: Nostalgia Flavor vs. Young Generation

2. What are teenagers’ attitudes and preferences on wheel cakes? 3. What is the business operation and marketing strategies of wheel cakes?

II. Body

II.1.Method

To conduct the research, the researchers read some books, surfed the internet and discussed with their teachers. After the discussion, they used 3 instruments in the study -- a questionnaire, literature review on books and the Internet, and interview. Finally, the researchers analyzed the data collection and information and made the finding and discussion of this study.

II.1.1The Design of Questionnaire

In order to understand the teenagers' opinions and suggestions on wheel cakes, we designed a questionnaire. And we designed questionnaires to senior high school students to investigate how the young generation’s thinking about wheel cakes. We classify the questionnaire into several parts. The first part is to ask participants’ gender and the understanding of wheel cake. The second part is to understand their purchasing habit. The third part is about their preference and opinion on wheel cakes.

II.1.2.Participant

The participants are those teenagers whose ages range from sixteen to eighteen. We target teenagers in the Miaoli area to understand consumer perceptions of wheel cakes.

II.1.3.Interview

To understand wheel cake business operation and marketing methods, we interviewed two wheel cake’s shop, that is, Guan Pei and Wandan on January, 16, 2020. We designed several questions including the foundation time, the foundation reason, the difficulties encountered, the marketing strategies, and so on.

There are two main reasons for us to choose Wandan and Guan Pei. The first reason is that Wandan and Guan Pei are two big wheel cake brands in Taiwan. Second, Wandan and Guan Pei are two different operating ways. The former one is more flexible and the latter one tends to use corporation management. Therefore, we would like to explore the operating ways behind them to further figure out why many customers are favorable to these two brands.

III. Findings／Discussion

III.1.The Evolution of the Wheel Cake

Table 1: The Evolution of the Wheel Cake

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Wheel Cake: Nostalgia Flavor vs. Young Generation

According to Table 1, in 1615, was invented in Japan where wheel cakes were evolved. In 1895 (the period of Japanese colonialism), wheel cakes were introduced into Taiwan. One hundred years later, a merchant sold Imagawayaki, but the sale was not very good. He then changed the shape to a snapper. Surprisingly, the sale increased a lot. As a result, was invented. In 1970, the first brand of Wandan wheel cake was founded in Pingtung Taiwan. The founder takes the name Wandan because Wandan is rich in high-quality red beans. And soon after, the first Guan Pei wheel cake was founded in Kaohsiung Taiwan. Originally Guan Pei wheel cake is just a humble roadside stall. Because of good quality, it accumulated a lot of loyal customers. And Guan Pei Wheel Cakes created many chain stores to continue this joyful and nostalgic flavor.

III.2.The Finding of Questionnaire

The finding of questionnaire can be divided into three parts. The first part is about the participants’ gender and the participants’ understanding of wheel cakes. The second part is about the participants’ purchasing habit, and the third part is about the participants’ preference and opinion on wheel cakes. The findings show as follows.

III.2.1.Gender Ratio & The Understanding of Wheel Cakes

As figure 1 shown, we obtained a large number of female participants in the sex ratio, accounting for 67%. It is because the majority of the participants filling the questionnaire are girls. Therefore, the ratio of females is higher than that of male.

Figure 1. The Percentage of Gender

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Wheel Cake: Nostalgia Flavor vs. Young Generation

Based on figure 2, it shows that most subjects don’t know the wheel cake is evolved from the Dorayaki, taking up 86% of teenagers, and only 14% of teenagers know the wheel cake is evolved from the Dorayaki. Therefore, most teenagers do not know the history of the wheel cake.

Figure 2. Do you know that the wheel cake evolved from the Dorayaki?

III.2.2.The Participants’ Purchasing Habit

From figure 3, it displays the frequency of purchasing wheel cakes. We can know that most of teenagers purchase wheel cakes 2~3 months once, which accounts for 34%. ”At least once a month” and "at least once in a week" make up 29% and 5% respectively. And “Every day” holds 3%. Only a small number of teenagers buy wheel cakes Figure 3. The Frequency of Purchasing exceeding more than half a year once. At Wheel Cakes least once in half a year “ and “At least once a year” make up 13% and 12%. “Never" only demonstrates 4%, which represents most teenagers often eating wheel cakes.

According to figure 4, we can know that most teenagers express positive attitude toward accept a price, accounting for 41% (Under NT30) and 40% (Under NT15) separately. Some think it is not important and consider it is good to eat, which takes up 5%. A few subjects accept the price under NT50, which occupy 4%. Therefore, we Figure 4. The Acceptable Price of Wheel researchers can realize that over half Cake participants (total 81%) can be accepted

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Wheel Cake: Nostalgia Flavor vs. Young Generation

the price under NT30 (inclusive under NT15).

By the figure 5, it shows teenagers are willing to go to what kinds of vendors. There is up to 91% of teenagers choose small street vendors. And it takes up 9% of teenagers goes to shops. Therefore, Taiwanese teenagers still prefer small street vendor.

Figure 5. The Preference of Store Form (A small vendor or a shop)

III.2.3. The participants’ preference and opinion on wheel cakes

On the basis of figure 6, it shows that most teenagers express positive attitude toward the flavor of wheel cakes, which takes up 20% (like very much) and 42% (like) respectively. 37% of teenagers do not have special feeling of wheel cakes. Only 1% of participants dislike wheel cakes. Therefore, we can find that wheel cake is very popular among Figure 6. Like and Dislike of Wheel Cake teenagers in Miaoli and Hsinchu.

For the overall comments, more than 83.7% of participants mentioned that they will buy wheel cakes because of the stuffing. Also, they think cake shells are very crucial, which takes up 53.7%. And still others think “price” is an important factor attracting them, occupying 46.7%. Other reasons only make up 0.5%. Therefore, we can speculate most Figure 7. The Most Attractive Part on subjects think flavor, including stuffing Wheel Cake and cake shell, will influence their purchasing willingness. After the

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Wheel Cake: Nostalgia flavor vs. Young Generation

satisfaction of the flavor, price is another consideration.

In line with the figure 8, we can see that most teenagers express positive attitude toward the innovative tastes, taking up 54% (willing) and 34% (very willing) respectively. There is 11% of teenagers don’t have any opinions. Merely 1% of subjects have unwilling opinion. As a result, we researchers can find that most of participants willing to Figure 8. The Acceptance of innovative try new and creative flavors. Taste: Are you willing to accept innovative tastes besides traditional tastes?

In the light of the figure 9, we can realize that 61% of teenagers prefer thin crispy skin. And 28% of teenagers like both. However, only 11% of participants favor thick soft. Thus, we can know over 50% of teenagers flavor thin crispy.

Figure 9. The Tastes of Wheel Cakes: Do you prefer the wheel cake skin to be crisp or soft?

From figure 10, it reveals that most of teenagers like sweet flavor, which takes up 56%. And both favors are occupied 38%. But only a few teenagers prefer salty, accounting for merely 6%. Accordingly, most teenagers are still fond of sweet flavor.

Figure 10. The Percentage of Preference on Preference on Sweet and Salty

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Wheel Cake: Nostalgia flavor vs. Young Generation

Based on the figure 11, we can know that most teenagers favor butter flavor, which accounts for 75.4%. The second highest flavor is chocolate flavor, which occupies 38.4%. And some also prefer red bean flavor, which takes up 25.1%.

Figure 11. The Percentage of Favorite Flavors

According to the figure 12, we can find out most teenagers think that there is no need to improve, accounting for 35%. Some consider parking space of the store is not easy to access for the customers during the rush hours, taking up 24.1%. Others believe that there are only a few flavor choices, accounting for 23.2%. And still others express that the Figure 12. The Need for Wheel Cake waiting time is too long, occupying Operators to Improve 20.2%. As a result, we can know that most teenagers think there is no need to improve for nowadays wheel cakes shops.

III.3.The comparison between Wandan and Guan Pei

Table 2: The result of interview from Wandan and Guan Pei

Wandan Guan Pei

The Founding Time 2008 1999

Because of economic pressures, she The founder wanted to recall needed to afford the living on her customers’ memories of the taste The Reason of Founding own. The working hours for selling in their childhood. wheel cake is much more flexible.

(Continued)

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Wheel Cake: Nostalgia flavor vs. Young Generation

Fillings need to be freshly, and they From taking a pen to getting a pot, fail several times until finding the Difficulties encountered the store owner mentioned she took a best flavor to satisfy the public. long time to get used to it. Despite that, there are so many competitions in the industry.

Initially, many customers would In the beginning, the store owner provide their advice to the operator. Methods to overcome needed to overcome the economic They would adapt customers’ pressures. suggestions to refine their wheel cakes. The store owners said good 1. Basic Combination (Buy eight interaction with guests is very Get one Free). Marketing Strategies important. Besides, they will have a 2. Cooperation with department promotion. For example: buy eight stores and other operators (Such get one free. as beverage shops).

The Encouragement of New Free Food Samples Free Food Samples Flavor Testing

About 1000/per-day (40 Sales (busy season) secret thousand/per- month)

Cooperation with small farmers and passing many food The Secret of Good Taste Formula improvement certifications. Sugar reduction to meet the needs of the public.

The stuffing is rich and full. The skin The stuffing is rich and full. The Texture & Flavor is thin. Oreo Flavors: soft skins add skin is fluffy. Oreo cookies to make the taste crisp.

Standard plant is certified by Because the store owner’s family has ISO22000 and HACCP. Low Marketing Advantage had a bakery before, she's confident price, andeason- limited flavor are in the filling making. the strengths of the store.

IV. Conclusion

Data on the Internet and data on books understand that wheel cake was evolved from Dorayaki which was invented by Japan. It was because of Japanese rule, the wheel cake had the opportunity to be introduced to Taiwan. According to the results of this study, most teenagers have positive attitude towards wheel cakes. Although most teenagers like wheel cakes very much, it seems that they do not know the history of wheel cakes is from Dorayaki.

As to the frequency of purchasing wheel cakes, most teenagers tend to buy wheel cake once two or three months. We found that the priority for customers to buy wheel

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Wheel Cake: Nostalgia flavor vs. Young Generation cake is food quality, not the price. We also find that they can accept the price under $30. And most teenagers are willing to taste new flavor. Most teenagers are fond of butter and sweet flavor and thin and crispy skin is also their favorite. They also accept innovative tastes and appreciate the nostalgia flavor of wheel cake.

For consumers, brand power is sometimes like a belief, in addition to meeting the needs of self-esteem and self-confidence, but also enrich the consumer's pursuit of spiritual happiness (巷子口的賈伯斯, 2016). By visiting two well-known wheel cake store owners in Wandan and Guan Pei respectively, we found that the owners pay more attention to the quality of the stuffing. Both of them devoted to meeting the public needs. Besides, as food store owners, they mentioned that keeping the ingredients fresh is the priority. In the wheel cakes stuffing, both of them went through many tests and improvements before selling in the market so they have a high confidence in their own products. As to promotions, the most effective one is to buy ten get one free or buy eight get one free. If there is a new product, Wandan will provide food sample to their friends and family. Compared to Wandan, Guan Pei will take the active initiative to encourage their guests to buy new product. After the interview, we have some suggestion for wheel cake operators. We think they can launch some activities at some festivals or on some holiday to promote their wheel cakes. Moreover, they can cooperate with nearby beverage store to launch a combination of programs so that they can stimulate the amount of wheel cake sales.

In conclusion, after the research, we are surprised that a humble street snack has such abundant history. And for young people, the traditional flavor of wheel cake seems to never fade. Instead, young people treasure this nostalgia flavor.

V. References

Foodamentals (2017). These special wheel cakes are turning the wheel cake world upside down with insane new savory flavors. Retrieved December 2, 2019, from https://reurl.cc/W4j375

Tricky Taipei (2016). Where to Find Taipei's Best “Hot Wheel Cakes” ?. Retrieved November 5, 2019, from http://www.trickytaipei.com/hot-wheel-cakes-taipei/ https://reurl.cc/pDElNZ

丁肇玢、邢憲生 (2016) 。巷子口的賈伯斯。台北市：時報文化。

關北紅豆餅官方網站 (2013)。 ISO22000 與 HACCP 檢測報告。 2020 年 01 月 01 日。取自：https://guan-pei.com.tw/source/test-report-RedBeans.jpg

蔡子強 (2019)。大人們的餐桌．中華篇：從民初到二十一世紀，22 位牽動華人政 局的政治人物飲食軼事 。台北市：時報出版。

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