BIO | Business model Minimalism in the Viking kitchen: With radical renunciation to success

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Disclosure & Image Rights:  VisitDenmark supported our trip to Denmark by taking over travel expenses. Rights . Picture location: Vindeboder 16, 4000 Roskilde Amt, Denmark.

If you want to be successful, you sometimes have to radically reduce it - perhaps just by the taste of the customers over. A steep thesis? Perhaps! In Roskilde, Denmark, a restaurant made a bold decision: It is the only restaurant in the world that specializes in purely Viking-age ingredients. Can such a businessConcept work on our eating habits?


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Simone Janson Simone JansonSimone Janson is publisherGerman Top20 blogger and Consultant for HR communication.


With radical renunciation to success

Only a year and a half ago, Snnekken in Roskilde, Denmark, was a normal bistro. But as it stands right next to a Viking ship museum, the owners came up with the idea, a radical one Concept to try out: The radical specialization purely on ingredients that existed in the Viking Age. That means apple instead of oranges, the abandonment of pasta, tomatoes and even potatoes.

In the beginning, it was difficult, says assistant manager Kennet: People had to get used to what we are doing here, he reports. Because just the Danes are accustomed to eat in the restaurant, which also comes at home on the table.

Learning from the museum

But the changeover was also difficult for the staff, the kitchen and the waiters. The museum has instructed us which ingredients we should take, says Kennet, who was trained as a waiter and previously had little to do with history: "I don't like water, but I think it's good to learn something new," he reports.

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So it took a year before word got around. The restaurant has had a growth rate of around 40% for about half a year - says Kennet. The BBC had come and made a broadcast. "We even send food to London," said Kennet.


Trend eco-food

Now the idea is dared, but not completely crazy. We are spoiled by the food industry and our eating habits. However, the return to natural, organic food is precisely the trend.

Accordingly, the specialization in Viking food is just another form of this trend.

Vikings on the rise

The nearby Viking Ship Museum with its range of experimental archeology also attracts great attention worldwide:

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When 2007 sent a replicated Viking ship from Dublin to Roskilde, 1,5 followed millions of people on the Internet even in India. There were 500 accesses per second to the site and the video was shown at Times Square in New York.


Guests are not yet ready

Still, the Viking meal is not a sure-fire success: "70% of our guests are tourists who expect a normal restaurant here and do not know that we are rounding off the museum's offer here," says Kennet.

Therefore, the Snekken has to make some compromises: coffee, tea and drinks like cola and fanta are still available. "People are not yet ready for pure Viking-style food," says Kennet.

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  1. Tanya

    Hey, you get really hungry!

  2. Rainer

    Tasty, tasty, tasty - I have to try that too!

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