Market Entry, Feasibility Study & Business Plan for Premium Food Retail in Greece

​Navigator Consulting was commissioned by a group of investors to conduct a market entry feasibility study for premium food retail in Greece, focusing on nuts, confectionery, coffee, tea, dried fruits, and healthy snacks. The investors sought to establish up to 17 retail points of sale within five years, introducing a high-end brand already well established in Lebanon and the wider region.

 

The client’s vision was to position the brand at the intersection of tradition, luxury, and wellness, combining Mediterranean quality with refined presentation and customer experience.

 

Objectives

• Assess the market potential and competitive environment for premium nuts, coffee, tea, and confectionery in Greece.

• Identify optimal entry locations in Athens and other major cities.

• Analyse consumer behaviour in the luxury food and beverage sector.

• Evaluate retail, franchise, and wholesale models for market penetration.

• Develop a five-year roll-out plan covering up to 17 stores.

• Conduct financial, technical, and operational feasibility analysis for investor decision-making.

 

Approach – Consultant Role

Navigator Consulting implemented a comprehensive methodology combining desk research, field visits, stakeholder interviews, and financial modelling. The study included:

 

• Supplier and franchise analysis: Assessment of potential supplier terms, import tariffs, certifications, logistics, and franchise conditions.

 

• Retail location analysis: Detailed evaluation of high-value neighbourhoods in Athens,including Kolonaki, Syntagma, Glyfada, and Kifissia, as pilot markets for initial stores.

 

• Competitor benchmarking: Review of Greek and international premium food retailers, including luxury nut and confectionery chains such as Carpo and Mastihashop, to identify best practices in store design, product range, and pricing.

 

• Operational modelling: Design of an integrated value chain including import, warehousing, distribution, and multi-channel retail.

 

• Financial analysis: Creation of a 5-year financial model covering capital expenditure, operating costs, revenue forecasts, and sensitivity analysis for price, volume, and exchange-rate fluctuations.

 

• Regulatory and tax framework: review of import duties, food safety requirements, VAT and corporate tax implications for retail operations in Greece.

 

Key Findings

Greece presents a sophisticated but highly price-sensitive market: while demand for premium nuts, coffee, and healthy snacks is strong in affluent areas, nationwide expansion must be gradual.

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The super-premium segment remains niche but resilient, driven by tourism, expatriates, and upper-income Greek consumers.

 

Athens offers four primary micro-markets ideal for initial flagship stores: Kolonaki (luxury downtown), Syntagma (tourism/retail hub), Glyfada (southern suburbs), and Kifissia (northern suburbs).

 

Airport retail at Athens International Airport provides an excellent showcase channel for international travellers and brand exposure.

 

A hybrid retail model combining own stores, store-in-store concessions, and franchising was recommended to control brand quality while enabling scalability.

 

Import and logistics costs from Lebanon required careful pricing strategy and possible partial sourcing from EU suppliers to ensure cost efficiency and compliance.

 

Outcomes & Recommendations

 

• Recommended a phased market entry beginning with four owned flagship stores in Athens, followed by gradual expansion to Thessaloniki and tourist regions such as Corfu, Rhodes, Mykonos, Heraklion and other cities.

 

• Designed an optimal store footprint and customer experience concept consistent with the brand’s luxury identity.

 

• Proposed partnership structures to ensure exclusivity, brand control, and supply security, including potential master franchise agreements.

 

• Provided a five-year financial forecast showing profitability achievable by Year 3 under moderate sales growth assumptions.

 

• Advised establishing a central distribution and warehousing hub near Athens International Airport for efficient import, storage, and distribution.

 

• Identified key risk factors: economic volatility, import duties, brand adaptation to Greek consumer preferences, and competitive saturation in the luxury snack segment.

 

Conclusion

This study demonstrated that Greece offers strong long-term potential for premium food retail, provided expansion is paced and brand differentiation is clear. The analysis confirmed that the concept can achieve sustainable profitability and visibility through selective location strategy, strong brand experience, and vertical control of supply and retail operations.

 

Navigator Consulting’s feasibility work enabled the investors to make an informed decision on entry timing, store rollout, and partnership strategy, providing a strategic roadmap for bringing a luxury Mediterranean brand to the Greek retail landscape.