Duarte, Miguel MunozGrafl, Stephan Philipp2017-10-132017-10-132017-01-20http://hdl.handle.net/10362/24136Mexican food is on-trend. Top chefs around the world appreciate the variety of the cuisine and see a tremendous potential in it. In Europe, people are lacking knowledge of Mexican cuisine, because Mexican food services are rare in terms of authenticity and an adapted version of it is prevalent. Therefore, this work project focuses on the development of authentic Mexican food concept in Europe. Based on actual findings as well as primary and secondary research, four potential concepts are elaborated and evaluated in order to come up with a top concept – “Mercado Auténtico” with its mission, target markets, positioning and marketing-mix.engFood conceptDevelopmentAuthentic mexican cuisineCasual diningmaster thesis201716445