How market research helped a restaurant chain expand with confidence
A family-run pizza and sushi chain wanted to expand in Poland. But launching in major cities like Warsaw or Cracow is a different game compared to smaller, quieter markets.
They needed a deeper look at what they were stepping into: the menus, the pricing, the competitors, and most importantly, the customer mindset.
The challenge
The brand already had a strong concept: casual, family-friendly dining with two popular cuisines under one roof. It's a model that works well in Central and Eastern Europe.
But the Polish restaurant scene is competitive, especially in mid-market dining. Consumer expectations in big cities shift fast. And without solid data, even a good offer can flop.
The team wanted to know:
What are people really paying for pizza and sushi in Warsaw or Kraków?
How are menus structured and priced?
Who are the biggest players and what makes them win?
Are there any emerging trends in how people eat out or order in?
How should they position themselves to stay competitive?
What we did?
This was a market research project with a goal to bring real insight they could act on.
1. Desk research
We tapped into industry databases, premium reports, and public data to build a full picture of Poland's casual dining market. We secured access to high-value sources at a discounted rate, so the client got the good stuff without the full retail price tag.
2. Competitor mapping
We benchmarked menu structures, pricing strategies, and category positioning. We looked at how other chains balance quality, accessibility, and marketing.
3. Marketing consultation
Every time I deliver market research, I don't just drop the facts. I add commentary. What does this actually mean for your brand? In this case, we translated the raw findings into clear moves: pricing tiers, menu tweaks, and where not to waste effort.
What happened next?
The client decided to move forward with expansion. But now, they were doing it with context. They weren't guessing. They were planning.
They knew what prices to aim for, what not to copy, and where the gaps were in the market. Most importantly, they felt like their decision wasn't a risk. It was a strategy.
Thinking about a new market?
If you're planning an expansion and want real insight, not just vibes, let's talk.