A. INTRODUCTION Vapiano is a German restaurant franchise company established in 2002 in Hamburg. The chain’s restaurants offer Italian food according to the fast-casual principle. In April 2017, Vapiano totaled 180 locations in 31 countries including France, Australia, China, Saudi Arabia, Luxembourg, Brazil, Mexico, Sweden, the United States, etc. Fast casual restaurants offer the ease and convenience of fast food, but with a more inviting sit-down atmosphere. In Vapiano, Italian dishes are ordered directly from the chefs at the individual stations in the middle of the restaurant. The dishes are prepared in front of the guests. Everyone can have his meal prepared to his own personal preference. For example, customers select their sauce, their kinds of pastas, the meat according to their preferences. There is also a designed menu available for customers. B. STATEMENT OF THE PROBLEM The Italian cuisine is one of the most popular in Belgium, there are more than 200 Italian restaurants in the entire country. However, it lacks of innovation and originality that could modernize the market. The only famous Italian fast-food is Mama Roma but it is not as innovative as Vapiano. D. BELGIAN MAIN COMPETITOR MAMMA ROMA is a Belgian brand that was founded in 2005 Today Mamma Roma has 6 restaurants in Brussels (Flagey, Châtelain, Jourdan, Boondael, Saint-Gilles and a stand at Brussels Expo) and 5 restaurants in Paris (Cherche-Midi (6th arrondissement), Francoeur (18th arrondissement), Oberkampf (11th arrondissement), Niel (17th arrondissement) and a stand at Parc des Expositions Paris Nord Villepinte. Recently, Mamma Roma also opened a restaurant in the South of France in Nice. Mamma Romma also belongs to the fast-casual restaurant category. They offer healthier, fresher, and more varied dishes than traditional fast foods, served in a more appealing environment. They propose rectangles of pizzas cut in front of the customer and served by weight. There offer several pizza’s varieties at a time by choosing out of more than 130 original and modern recipes, based on authentic Italian products.

+ Every Italian restaurants – O’tacos – Mama Roma – Carrefour market – Deli Traiteur – Every fast restaurant not expensive

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