Lizarran

Lizarran

1. Factors that affect to consumers behaviour in Spain

   • Psychologicals factors
     • Principal objetive: go to this restaurant to eat and drink
     • Perception
     • Motivation
   • Personal factors
     • Economic
   • Social aspect
     • Go with family or friends

2. Things that Lizarra can do to enter in other countries.

   • Nowadays leader company in its market
     • More than 250 branches in more than 25 countries.
   • 1. Analyse the whole pintxos market to see in what country they can highlight.
     • 2. Decide where to settle there
       • 3. Look for franchise holders, people interested on investing
         • 4. Make an adequate promotion campaign

3. Sucess in other countries?

   • Argentina
     • The historical relation between Spanish and Argentinian people.
       • The culinary heritage that they lost when they moved is what Lizarran provides to them

4. The challenges in the internationalization process.

   • Two main matters into consideration:
     • ¿There would be room for the concept outside Spain? ¿It will be valid?
     • The necessity to be even more professional in your operations, to standardise processes, purchases…

5. The differences between the target in Spain and in other countries.

   • The customer of another country is someone who may know Spain, may have visited Spain as a tourist
     • Visiting a Lizarrán establishment appeals people who have been to Spain and people of another countries.

6. Why using the franchise?

   • Been a franchise holder has advantages
     • Trademark expanded throughout spain: people interested in becoming franchised
       • If it wasn’t a franchise: less stablisments

7. The importance of suppliers and logistics.

   • Logistics:
     • Franchisees are strongly encouraged to make purchases through the Lizarrán centre (Lizarrán Origin and Tradition).
       • Increase purchasing volumes and guarantee the quality, origin and hygiene of the food and beverages that are consumed in the establishments.
   • Supplier:
     • Important agreements with food and beverage companies which enable it to make "customised" products.
       • Certain products can only be found in Lizarrán taverns
       • In other countries
         • Spaniards who emigrated a long time ago to places like Germany or Mexico.
           • Suppliers who provide the Lizarran chain with food products in their respective countries.

8. The importance of workers in Lizarran

   • The personnel need to be friendly, they must be committed to selling.