The expansion of Goiko: national and international strategies taken to consolidate a brand

Abstract

The hospitality industry in Spain is highly competitive, especially the restaurant sector due to the saturation of the market which complicates firms’ successes. However, the gourmet hamburger chain Goiko was able to launch in the middle of an economic crisis and is currently present all over the country. The main objective of this project is to analyse the process of expansion of Goiko. To do so, both its business model and its growth strategy are assessed. The focus of the study is the country of Spain, where Goiko has its main presence, but also France, the country chosen by the company to start its internationalisation. This project also provides the insights of the globalisation strategy followed and tries to unravel the key questions and the motivation behind the decision making. To conclude, an experimental analysis is conducted to compare both Spanish and French consumers with the objective of determining the viability to follow the same expansion pattern in France as in Spain. Lastly, recommendations about how to continue with the internationalisation strategy are drawn.