Is selling experiences enough to make a company successful? : Case study on Goiko Grill’s success

Abstract

The study’s aim was to observe the relevance and extent of the Experience Economy as a success factor for a company. The Experience Economy was examined as a phenomenon in general but also focused specifically in the restaurant industry. The investigation took place looking into the success of a causal dining gourmet burger restaurant called Goiko Grill that operates in the Spanish restaurant industry. The context of Spain was chosen as the scope of the study making a distinction from the Restaurant Industry in general as each country has distinctive characteristics and it was necessary to identify them for this particular country. In order to answer the research, question a qualitative analysis was carried out through a thematic analysis with the 6-step framework (Braun & Clarke, 2006). Interviews were the chosen research method for this study and both clients and managers of the restaurant were questioned (25 clients and 3 managers) to gain a broader perspective on the dining experience.