ARTESPAÑOL successfully meets the needs of customers with a selection of paellas and tapas, being part of a meal that is competitively priced and which can be consumed quickly. Its willingness to create a franchise is in line with the steady increase of themed restaurant chains for the past five years, a trend which is set to continue at a rate of about 10% a year. Qualitative data has in fact confirmed the continuous development of the out-of-home dining, something which is thought will survive despite the evolution of lifestyles (leisure activity companies, urbanization of the population) and of work (working further away from home, more and more women working outside the home). Qualitative data has also confirmed the need to reassure the consumer, something which is even more important in times of crisis. The consumer needs to be reassured of the quality of products (they need to know in advance what they will eat and at what price), or thanks to framework studies or elaborated marketing tools (an attractive menu, gift items, etc.).