Dönerwende – a healthy and sustainable Döner for Vienna
Wintersemester 2020 - Doenerwende
The goal of Dönerwende is providing the Viennese population with a healthy and sustainable Döner to enjoy. The product – a vegan Döner skewer made from Tempeh – is made from organic Austrian soybeans and can be used as a replacement for meat in any Döner sandwich.
This project has the goal of analyzing the Takeaway-food and Döner market in Vienna both quantitatively and qualitatively, in order to draw meaningful conclusions about supply and demand. Furthermore, we developed several market entry strategies to effectively position Dönerwende on the Viennese market, all while considering the Unique Selling Proposition of Dönerwende.
In order to evaluate the demand, we conducted two surveys. The first one was focused on the potential B2B-customers of Dönerwende, the owners of Döner shops. We questioned the owners in person about the general interest in a vegan Döner skewer, as well as which reasons for or against implementing a vegan skewer exist. The second survey was conducted online and mainly among students. A total of 78 people were asked about price sensitivity, taste, eating habits, budget, factors for purchase decisions, as well as basic demographic data. The vegan takeaway market in Vienna was analyzed using Porter’s Five Forces Framework. The market entry strategies are based on the results of our surveys and analyses, as well as personal conversations with our project partner, Dönerwende
At the moment, the openness of Döner shop owners towards vegan skewers is fairly low. The most important factor for most owners is the purchasing price, which currently makes a comprehensive market entry across established Viennese Döner shops somewhat challenging. From a consumer standpoint, the demand for a vegan tempeh-Döner is moderate to high. Within our student sample, especially students with a side job reported interest in a vegan Döner in a more premium price segment (5-6€). The Porter’s Five Forces Analysis shows that the industry rivalry, as well as the threat of substitutes, the threat of new entries and the bargaining power of buyers are moderate to high. The bargaining power of suppliers is very low, due to the high demand side price elasticity. Based on these results, we decided that instead of the originally planned B2B concept, a self-operated Dönerwende Pop-up shop with delivery (Mjam, Lieferando) is a more viable and promising option. A physical Dönerwende shop can help building a brand that is known for quality and sustainability. It also opens up the possibility of adjusting the other ingredients of a Döner to the target group, by offering healthier and more sustainable bread and sauces. Another market entry strategy is packaging and selling the tempeh product directly to consumers. For this strategy, Dönerwende can build relationships with already existing companies to offer their product to a broad customer base.