Popular Business Directions for Ukrainians in Spain: Tips for a Successful Start

During my 12 years living in Barcelona, I have dedicated my efforts to helping Ukrainians establish restaurants not only in Spain but throughout Europe. Throughout this time, I have identified certain trends that indicate the sectors in which Ukrainians achieve the greatest success, the advantages they leverage, and the audiences they attract. In my opinion, the five most popular business directions among Ukrainians in Spain include the restaurant industry, construction, real estate operations, auto services, and the beauty industry. Each of these sectors presents unique advantages for our compatriots, yet they also face significant challenges. Therefore, let’s explore what to consider before starting a business in Spain.

As I mentioned at the outset, the restaurant industry is my area of expertise. My team assists in creating restaurants, beginning with concept development and design projects, and culminating in the opening of the establishment and ongoing support. However, Ukrainians often choose a path that I try to dissuade them from. This path involves opening Ukrainian cuisine restaurants. The reality is that Ukrainian cuisine, like that of many other nations, does not appeal to Spaniards. They are traditionalists focused on their own culinary culture and are only willing to try sushi, pizza, and burgers. Attracting the local audience with varenyky and borscht is quite challenging. As for the Ukrainian diaspora, they might visit in the first few months after the restaurant opens, but it is unlikely that they will ensure the establishment's prosperity.

So, what advice can I offer to Ukrainians contemplating opening a restaurant in Spain? First, do not rely on your Ukrainian experience—what is in demand in Ukraine may not necessarily become popular in Spain. Second, do not attempt to 'play' at high gastronomy—the competition in this segment is too fierce, and the cost of mistakes is too high. Third, I recommend focusing not on a beautiful picture and an interesting concept but primarily on profitability. If the establishment becomes successful, it will mean that it is both attractive and interesting.

A common success story looks like this: you arrive in Spain, start working in construction, then form your own crew, and eventually open a construction company and participate in tenders for large government contracts. The main secret to success lies in our Ukrainian diligence. How does a Spanish or Latin American builder typically work? They arrive at work at 9:00 AM, first have coffee, then breakfast. Around 11:00 AM, they start working, then have lunch, after which they take a siesta until 5:00 PM, and in the evening, they work a few more hours. In contrast, Ukrainian builders work in a completely different mode, for which they are often bullied by workers from other countries. Of course, there are downsides to Ukrainian workers, including issues with alcohol, but the positives still outweigh the negatives.

Among my acquaintances, there are several owners of large construction companies, each officially employing over 50 workers. These companies serve clients from Ukraine, for example, building villas for them on the coast, as well as local clients. Sometimes they even carry out repairs on large infrastructure projects, receiving orders from the government. Engaging Ukrainian builders means achieving better results in less time and for less money, and many local clients are beginning to realize this.

Now let’s turn to real estate. Issues related to real estate are quite painful for Ukrainians in Spain. Renting an apartment is nearly impossible if you are not officially employed. Even if you have an official job, you need to gather a multitude of documents to prove that you are a reliable tenant. And even in this case, there is no guarantee that you will be able to rent the apartment you liked—landlords may refuse without explanation, possibly simply because you are Ukrainian.

However, our compatriots can help you solve these problems. Many real estate agencies founded by Ukrainians manage residential properties, which they then rent to other Ukrainians. Of course, without excessive bureaucracy. But the main 'gimmick' of such companies is the sale of resort properties on the Mediterranean coast. This sector experienced a real boom in 2022. Over time, the excitement has noticeably decreased, but there are still wealthy Ukrainians who want to settle in their own villa somewhere in the suburbs of Alicante.

When I needed to replace filters and oils at a Spanish car dealership, it took me three days. On the first day, I went to the dealership to negotiate, on the second day, I left my car, and on the third day, I picked it up. However, when I found a car dealership owned by Ukrainians, the same operation took only one hour. And when I order a full interior cleaning from them, my car looks better than when I first bought it. Besides quality work, I receive pleasant bonuses, such as bottles of drinking water left in the holder next to the driver's seat.

Of course, such service costs a bit more than that of a regular dealership run by locals. But when considering the price-to-quality ratio, I undoubtedly come out ahead. Here we encounter a peculiarity of the Spanish mentality that initially surprised me, but I eventually got used to it. Spaniards are not willing to pay more. If they need to pay 10 euros more to receive a wow-service, they would rather choose the standard option that saves them those ten euros. Therefore, in this section, as well as in the next, we are talking more about businesses that Ukrainians create for Ukrainians.

Another business direction that, in my opinion, significantly differs in quality from the offerings provided by locals is haircuts. A men's haircut at a regular local barbershop costs 15 euros, while at a barbershop opened by Ukrainians, it costs 25 euros. The result will be entirely different, but Spaniards are not willing to pay the extra 10 euros for that difference.