Market Expansion of Nepalese Restaurants in Finland: Business Growth & Operational Challenges – A Case study of Villa Nepal Spice
Bhandari, Shankar (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025060219412
https://urn.fi/URN:NBN:fi:amk-2025060219412
Tiivistelmä
The aim of this study was to examine, through an analysis of Villa Nepal Spice located in Vantaa, how Nepalese restaurants expand their market presence and operate in Finland. The research investigates business expansion strategies and, at the same time, evaluates Nepalese food consumer perception. The research design combined qualitative owner interviews with quantitative customer surveys to achieve complete findings.
This research employs the mixed-method approach, including qualitative interviews with the restaurant owner and quantitative, online surveys targeting consumers in Finland. The focused areas of analysis include market positioning, customer awareness, service quality, cultural adaptation, and operational barriers such as labor shortages and regulatory compliance. The research incorporated secondary data from Business Finland and MaRa and OECD to understand the Nepalese food industry within its wider context. The research shows that the Finnish consumers hold positive views about Nepalese food, but the industry faces major difficulties related to staffing and digital presence and competition from other ethnic restaurants. The market demands authentic dining experiences with high-quality service and regular food quality; yet, customers remain unaware of Nepalese restaurants, and the sector lacks effective marketing strategies.
The research suggests Nepalese restaurants should use digital marketing strategies and modify their menus and join local food events to boost their brand recognition. The combination of better staff training and good utilization of the delivery platform will lead to enhanced operational efficiency and customer satisfaction. The cities of Tampere and Seinäjoki offer additional potential for business expansion.
This research employs the mixed-method approach, including qualitative interviews with the restaurant owner and quantitative, online surveys targeting consumers in Finland. The focused areas of analysis include market positioning, customer awareness, service quality, cultural adaptation, and operational barriers such as labor shortages and regulatory compliance. The research incorporated secondary data from Business Finland and MaRa and OECD to understand the Nepalese food industry within its wider context. The research shows that the Finnish consumers hold positive views about Nepalese food, but the industry faces major difficulties related to staffing and digital presence and competition from other ethnic restaurants. The market demands authentic dining experiences with high-quality service and regular food quality; yet, customers remain unaware of Nepalese restaurants, and the sector lacks effective marketing strategies.
The research suggests Nepalese restaurants should use digital marketing strategies and modify their menus and join local food events to boost their brand recognition. The combination of better staff training and good utilization of the delivery platform will lead to enhanced operational efficiency and customer satisfaction. The cities of Tampere and Seinäjoki offer additional potential for business expansion.