Market Viability of Mexican Cuisine in Vorarlberg Austria
Ysita Magaña, Hanna (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024052918085
https://urn.fi/URN:NBN:fi:amk-2024052918085
Tiivistelmä
This thesis explores the feasibility of opening Mexican restaurants in Vorarlberg, Austria, by examining both the business potential and cultural acceptability in the region. The objective of this study was to assess whether Mexican cuisine could be successfully integrated into the local culinary landscape. The research employed a triphasic approach comprising desktop research, case studies of existing Mexican restaurants in Vorarlberg, and a comprehensive survey targeting two demographic groups: young adults aged 18–34 and mid-adults aged 35–54.
The initial phase involved desktop research that provided insights into the historical context and culinary specifics of Mexican food, setting the groundwork for understanding its integration into a new cultural setting. Subsequent case studies of Mexican eateries already operating in Vorarlberg highlighted various business strategies, customer experiences, and operational challenges, revealing key factors for success and common obstacles faced in the local market.
The core of the study was a survey aimed at evaluating local perceptions, dining habits, and preferences regarding Mexican cuisine. This survey focused on the potential for business growth, consumer acceptance, and the cultural fit of Mexican food in Vorarlberg. Findings from this survey were instrumental in understanding market readiness and customer expectations for Mexican eateries.
Overall, the results suggest that while there is interest in Mexican cuisine, successful establishment of Mexican restaurants in Vorarlberg would require careful consideration of local tastes, strategic marketing, and adaptation to cultural preferences. The study contributes valuable insights into the strategic implementation of ethnic cuisines in new markets, which could be beneficial for stakeholders in the hospitality and restaurant management sectors.
The initial phase involved desktop research that provided insights into the historical context and culinary specifics of Mexican food, setting the groundwork for understanding its integration into a new cultural setting. Subsequent case studies of Mexican eateries already operating in Vorarlberg highlighted various business strategies, customer experiences, and operational challenges, revealing key factors for success and common obstacles faced in the local market.
The core of the study was a survey aimed at evaluating local perceptions, dining habits, and preferences regarding Mexican cuisine. This survey focused on the potential for business growth, consumer acceptance, and the cultural fit of Mexican food in Vorarlberg. Findings from this survey were instrumental in understanding market readiness and customer expectations for Mexican eateries.
Overall, the results suggest that while there is interest in Mexican cuisine, successful establishment of Mexican restaurants in Vorarlberg would require careful consideration of local tastes, strategic marketing, and adaptation to cultural preferences. The study contributes valuable insights into the strategic implementation of ethnic cuisines in new markets, which could be beneficial for stakeholders in the hospitality and restaurant management sectors.