FN ISI Export Format VR 1.0 PT J TI Introducing a new Image and Positioning Concept for a Restaurant AF Bopp, Samantha AU Bopp, S AB The gastronomy industry has become a highly competitive sector in the last years. Due to this, customers can choose out of many restaurant providers offering similar products. This situation raises the question, how to survive in such a saturated market. The Restaurant Acqua in Zürich is management by the Freddy Burger Management and faces exactly this question. The aim of this paper is to reveal the positioning and image of the Restaurant Acqua to find out the reasons for guest shortage especially in the months of winter. The target group are business guests working in the area around the Acqua. It is tried to find out their expectations of a positive dining experience and their opinion about the venue, to make the Acqua more attractive for business guests and their needs. ER