Hungry Sons

The Discovery: In 2015, a small food truck "La Baguette" started selling oven-fresh baguettes with oriental marinated chicken in Frankfurt. The queues became longer every day and in just a few years, the business scaled from a food truck to eight stores across Frankfurt. 

Hungry Sons: After seeing the fast market adoption of La Baguette, we decided to open a pop-up store and copy the concept of selling oven fresh baguettes with oriental ingredients. To distinguish ourselves from the competition, we focused heavily on marketing. 

Our target customers & market needs: During the trial period, we identified our early adopters as young people with a migration background. Currently, there are around 19 million migrants living in Germany. On average, migrant families have €802 available per head in a household, whereas other German families have €1101 available per head – with the implication that our early adopters have little money to spend. They could only choose between two options before Hungry Sons: global fast-food chains such as McDonald’s, or local pizza/kebab shops without a strong brand identity. With an average price of €4, Hungry Sons offered both, reasonably priced food, as well as a great brand experience. This was the underlying magic behind our momentum.

Entry into Programme: November 2019, ChancenNutzer Frankfurt

Contact: Raul Kapoor, raulkapoor91(at)gmail.com