Goldies
The company’s founders are managing to ride a wave that seemed to have ended a long time ago. New store soon created queues.
The expansion of Goldies demonstrates that, even in a market considered saturated, a well-positioned proposal can continue to grow and win over consumers.
The German burger chain is challenging the idea that the burger craze is a thing of the past. That the burger fashion is not overas written by .
At a time when many specialty restaurants have closed their doors and new gastronomic trends dominate the market — such as Turkey’s döner kebab or Korean cuisine — the company continues expand in Germany and has just opened its 16th space, this time in Essen.
Founded in Berlin by Vladislav Gachyn and Kajo Hiesl, the brand focuses on a strategy that mixes nostalgia, strong visual identity and an experience inspired by affective memory of consumers.
Gachyn summarizes the formula as “the McDonald’s from my childhood, but better.”
To aesthetics retro, os simple menus and the environment relaxed are part of a deliberate attempt to recover emotions associated with classic fast foodbut with a more modern and urban positioning.
The opening of the new store showed that it still exists search in this segment: despite market saturation in recent years, dozens of customers have made fila on the first day.
The brand also uses promotional strategies typical of new snack bars, such as offers via the mobile app and events with DJs, to create an impact on social media and reinforce the connection with the young audience.
Goldies’ success contrasts with the recent evolution of fast food in Germany.
Many independent burger chains disappeared after the boom of the 2010s, pressured by rising costs and changing consumer habits.
Still, the founders believe that there is room for differentiated concepts, capable of combining quality, brand and emotional experience.
