Everything and the opposite of everything has been already said about the burgers. They fatten, can cause depression, worsen memory and the threshold of attention, and create addiction like cannabis. But, apparently, it’s not enough.
In Oslo, in recent years, the burger seems to have become the typical local dish. Let’s specify it right away, I am not vegan and I also love eating a burger once in a while. But it seems that entrepreneurs and all the Oslo restaurant industry marketing are really short of fantasy. There is no restaurant that does not have its own hamburger of the house. And it does not matter if the restaurant is Italian, French, Turkish, Norwegian or Vietnamese. The burger in Oslo must be on the menu. Why? First, because the others have it, and then because everyone likes it, adults and children!
A trend has obviously come from the United States and is now booming in Oslo, where the theme restaurants are born like mushrooms after the rain and seem to duel in a more and more aggressive competition in order to gain their market share. This market share is what in strategic marketing we call red ocean, that is, the market where businesses are concentrated and engaged for a long time, where there is a continuous struggle between competitors to win the biggest possible part of demand, but where there is no innovation and businesses are subject to low-profit margins, because the strategic approach is simply based on the defeat of competitors.
A business model that is overcome, risky and totally opposed to the path of change undertaken by those who govern the city and who are trying to make of value-building a clear and precise mission: by changing the usual mental approach, overcoming the traditional boundaries of reference , giving rise to new ideas, especially looking at citizens as persons in order to create a city not only unique but able to guarantee a long future and to win the tourist competition between the capitals not only of Scandinavia but of all Europe.
Because, dear marketing associates in Oslo, our goal should be to mislead competition by offering to people a substitute that is alternative and more interesting product than the existing one. And yes, likewise by capturing demand as an opportunity for growth and profitability, but also, through the analysis of red oceans, create new blue oceans.