Lizarran Case

The restaurant sector has known a growth more dynamical since few decades. This sector fast-growing could be explained by changes in the society. Moreover, Spain became a tourist destination more important than in the past. In 2000, this highest profitable part of the Spanish economy represented €68,8 billion in revenues and more than 300.000 establishments. The most dynamical areas are situated in the regions of Catalonia, Valencia, Andalusia and Madrid (highest population density and highest number of tourists).

Sector composed by intangible and immeasurable factors such as its ambience, its efficacy of its services etc. So it is difficult to measure the quality of the service offered and the possibility to start a new prosperous business.

Lizarran general idea was born in 1988. Mateo Ferrero, the founder of Lizarran, and his wife had been possessed two restaurants in Sitges. His concept was to offer a restaurant-bar where consumers drink a glass of wine while they eat tapas. A regular customer, German Funes, found this concept really interesting and he purposed to develop this concept in a wide scale (national or international). After became friends, German and Mateo developed this idea. They analyzed the macro environment: general market, competitors and industry. They registered Lizarran like a brand. Finally, in 1997, Lizarran opened their first franchised restaurant and 4 outlets before the end of the year.

Nowadays, Lizarran Tabernas Selectas is the leader of the tapas en Europa y en el mundo. Between fine and casual Dining, the new king of restoration Lizarran could be assimilated at this type of restoration. Indeed, this bar tapas serves food with moderately prices in a casual atmosphere. With this concept Lizarran experiments a restaurant between the fast food and the fine dining restaurants and attract a huge segment of customers (affairs, friends, family etc.). This atmosphere recreates a tavern converting this place in a real