The concept of the Rainforest Café is a typical American concept. The American market is ahead in things like experience that is connected with the product, compared to other countries. In the Rainforest Cafe not only the restaurant and bar are themed but also the servings on the menu card and the staff that serves the meals are dressed in a tropical outfit. The concept is now also in countries outside the USA and also different departments of Disneyland have it now. The trend of experiencing and remembering it as a memory is not only a trend in America but also in Europe.
Because of this trend we expect that this concept would also be successful in the Netherlands. Dutch are known for their frugality but considering the decrease of the qualitative leisure time we think that also Dutch people are willing to pay a higher price for this product. In this way valuable leisure time is spent well and a nice memory is kept by visiting the Rainforest Cafe.
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