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

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.