Entering a new country

How should the Belgium concept “de Burgerij” adapt to its new market in the Netherlands?

Master thesis (2016)

Authors

Contributors

S. Bakker-Wu (mentor)
Programme
Master of Science Strategic Product Design (IDE) (TU Delft)
Copyright: Campus only
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Published Date

28-01-2016

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Programme

Master of Science Strategic Product Design

Abstract

The Burgerij is a Belgian hamburger concept established in 2009. With already some shops in Belgium the company is ready for its next step; expanding to the Netherlands. This thesis describes the introduction of the restaurant concept to its new market. In 2015 already two outlets in Rotterdam and Amsterdam have opened, this project specifies itself on the roll out in Utrecht. In order to establish the concepts extensive customer research is performed. This to find out more about people’s behaviour and needs. For the final design a restaurant and several touch-points have been (re)designed.

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