Global Traditions, Local Flavors: Brand Localization Lessons from Christmas Markets
Global foods made an entrance into Christmas markets as well. Czechs still seem to prefer the langoš, as evidenced by the never-ending queues at that stall.
This year, the traditional Christmas markets have been taken by a surprising twist – integrating global flavors alongside local delicacies. While trdelník, Prague ham, and langoš remain firm favorites, adding churros, crêpe, and fish and chips has introduced a fusion of global tastes.
This culinary transformation raises a question: what drives this trend of incorporating international flavors into traditional Christmas markets? To delve into this topic, let's explore the localization strategies at play.
Globalization of Prague's Gastronomic Scene
It is not a secret that Prague is now witnessing a transformation in its culinary landscape. The once-familiar traditional Czech dishes like pork’s knee or roasted duck with potato dumplings are expanding and boasting various cuisines – from Neapolitan pizzas and fresh pasta to Indian curries, Japanese fluffy pancakes, and even Korean BBQ.
So, it is not surprising that global foods made an entrance into Christmas markets as well. This trend has been driven by several factors, particularly rising disposable incomes, a desire for new experiences, and increased tourism in the country.
Over the past decade, Czech disposable income has witnessed remarkable growth, with a CZK of 2,770 billion from 2010 to 2021, and accounted for CZK 6,435 billion in 2022. This surge, coupled with an average income of CZK 732,937.80 ($32,738) in 2022, suggests that Czechs have become more prosperous, enabling them to spend more on dining out. Rising disposable income has also led to evolving consumer preferences, driving demand for diverse food options.
Another factor fueling the globalization of Prague’s gastronomy is the increasing level of tourism in the Czech Republic. In 2023, the country saw a 7.9% year-on-year increase in tourist arrivals, with over 7.9 million guests visiting by the end of Q3. This influx of travelers, exceeding the tourist number from the pre-COVID years of 2019 for the first time, has encouraged restaurateurs to cater to a broader range of tastes.
Furthermore, a growing desire for new experiences has played a role in this culinary transformation. While Czechs are generally known for their conservatism and resistance to trying new things, there is a new tendency within the country to try new cuisines. This preference for global flavors is disrupting the traditional Czech food scene, creating new opportunities for businesses and entrepreneurs, and boosting tourism in the country.
Adapting Global Cuisine to Czech Tastes
Adapting global cuisine to local traditions is challenging, as it requires a strategic approach highlighting the importance of market insights and consumer preferences, particularly the notion of taste. Companies that understand flavor profile, texture, appearance, serving size, pricing, and location are often more successful in navigating this adaptation than those that neglect these factors.
Since Czech cuisine is known for its hearty, rich flavors, accompanied by meats with vibrant colors and substantial portions, international brands often add flavors such as paprika, garlic, and sour cream, often associated with Czech culinary traditions. As such, these flavors often create a harmonious blend that appeals to the local taste.
Not to mention pricing – a critical consideration for international food vendors seeking to establish a foothold in the market. In particular, they need to understand the importance of affordability and accessibility, often mirroring the pricing strategy of traditional Czech restaurants. This often fosters a sense of parity, encouraging locals to venture beyond their culinary comfort zone and indulge in global flavors.
So, how did vendors approach Christmas markets?
We had the opportunity to give a try to churros, crêpe, and fish and chips at a Christmas market in Prague. Despite overeating, we have no regrets. Here's what we discovered:
Los Churros, a vendor specializing in delicacies coming from sunny Spain, is incredibly popular around Prague for several reasons. They use fresh, high-quality ingredients and offer a variety of toppings, such as Belgian chocolate, dulce de leche, and gingerbread caramel, all for CZK 160. Despite being twice as expensive as the traditional trdelník, people are still keen to try it.
Additionally, the brand has a strong social media presence, which enables them to participate in numerous events, leaving a lasting impression on consumers. This strategy not only makes Los Churros easily accessible but also enhances their popularity, with customers returning for more churros.
Fish and Chips is another vendor that has made its way into the Christmas market scene. Their selection of fish includes salmon, trout, and even kapr - a symbol of the Czech Christmas season. Their prices are pretty affordable: Belgian fries cost CZK 99, while deep-fried fish starts at CZK 139.
While their offerings cater well to local culture, their location next to langoš, a vendor selling a deep-fried flatbread with a nasty sauce, seems to backfire. Czechs still seem to prefer the langoš, as evidenced by the never-ending queues at that stall.
Of course, we couldn't pass up the French crêpe, available in almost ten variations. One option is savory, with ratatouille and parmesan for CZK 120, while sweet alternatives include raspberry and lavender flavors for CZK 90. The light, fluffy crêpes are a refreshing treat that perfectly complements the rich flavors of Czech cuisine.
Whether it's the charm of the vendor's French accent or the consumer's sweet tooth, the crêpe stand drew much attention from foreigners and locals. We believe its popularity might also be due to the annual French markets held in Prague during the summer.
Lessons Learned
Here are a couple of lessons we can learn from vendors featuring global cuisine on the streets of Prague. In particular:
Use high-quality ingredients & offer authentic dishes.
Los Churros’ success showcases the importance of selecting top-notch ingredients and offering a range of flavors. We do not think that someone else is offering gingerbread caramel, and if we are wrong about it, tag a vendor who does it in the comments!
On top of that, the Churros presentation, including the incorporation of brand stickers, helps to create brand recognition and foster customer loyalty.
Embrace customization options.
All three vendors rocked the way at providing a variety of choices. For example, on the market, you can find more than ten flavors for crêpes, multiple for churros, from classical chocolate to caramel, and a selection of fish to satisfy varied palates.
This flexibility of options encourages people to try new combinations, mix and match flavors, and share with friends, which usually enhances the overall dining experience. Remember, sharing is caring.
Leverage social media.
Los Churros effectively uses social media to update customers and build a community around their brand. They boost brand awareness and customer loyalty by announcing their participation in various events, from fashion markets to food street festivals.
The bottom line is digital is now in trend, so why not utilize it to the maximum?
Adapt accordingly to local preferences.
The fish and chips vendor exemplifies how adapting food offerings to local preferences can foster a positive relationship with customers. They demonstrate an understanding of market preferences by including kapr, a traditional Czech fish consumed during Christmas.
The growing diversity of food offerings at Christmas markets, marked by the introduction of global delicacies like churros, crêpes, and fish and chips, reflects consumers' shifting tastes driven by factors like rising affluence, expanding tourism, and the yearning for novel experiences.
Successful vendors go beyond presenting high-quality, authentic dishes; they delve into local preferences, embrace customization, and harness the power of social media to foster community engagement and brand recognition. This trend opens up fresh avenues for entrepreneurs and holds the potential to reshape the food and beverage landscape.
