The potential for Eastern European restaurant in Copenhagen
Lazorova, Dagmar (2025)
Lazorova, Dagmar
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025060420049
https://urn.fi/URN:NBN:fi:amk-2025060420049
Tiivistelmä
This thesis explored the market potential for an Eastern European restaurant in Copenhagen. The background of the study roots from the underpresentation of Eastern European cuisine in the local food scene, despite the growing number of residents with Eastern European heritage. The objective of the research was to investigate the demand for such a restaurant by analyzing consumer dining habits, restaurant selection criteria, and cultural gaps in the market.The thesis was geographically limited to Copenhagen and focused on consumer behavior rather than investor or owner perspectives.
The theoretical framework was based on consumer behaviour theory, dining preferences, market demand analysis. A quantitative research method was used, with data collector through a structured online survey distributed to both local Copenhagen residents and members of Eastern European communities living in the city. The survey consisted of 17 close-ended and one open-ended question. The data collection and analysis were implemented using Webropol tools, and qualitative content analysis was applied to open-ended responses. The research was conducted during the spring 2025.
The results showed that a large majority of respondents dine out regularly and prefer casual or mid-range restaurants. Over 80% of respondents had experience with Eastern European cuisine, though only a small percentage had tried it in Copenhagen. Notably, 71,4% expressed strong interest in visiting an Eastern European restaurant. Open-ended responses highlighted a demand for authentic, homemade-style food and a culturally inclusive menu. The findings suggest a clear market gap and consumer interest, indicating that Copenhagen may provide a supportive environment for launching a culturally focused Eastern European dining concept.
The theoretical framework was based on consumer behaviour theory, dining preferences, market demand analysis. A quantitative research method was used, with data collector through a structured online survey distributed to both local Copenhagen residents and members of Eastern European communities living in the city. The survey consisted of 17 close-ended and one open-ended question. The data collection and analysis were implemented using Webropol tools, and qualitative content analysis was applied to open-ended responses. The research was conducted during the spring 2025.
The results showed that a large majority of respondents dine out regularly and prefer casual or mid-range restaurants. Over 80% of respondents had experience with Eastern European cuisine, though only a small percentage had tried it in Copenhagen. Notably, 71,4% expressed strong interest in visiting an Eastern European restaurant. Open-ended responses highlighted a demand for authentic, homemade-style food and a culturally inclusive menu. The findings suggest a clear market gap and consumer interest, indicating that Copenhagen may provide a supportive environment for launching a culturally focused Eastern European dining concept.