MarketWatch:
In an industry where domestic growth has been elusive, U.S.-based restaurant chains are attempting to evolve into truly global brands, reaching emerging markets where less industry saturation and competition exists. As chains seek to establish footholds in these untapped markets, they are challenged to strike a balance between maintaining their brand identities while tailoring menu items and service formats to local preferences.
“These brands can take advantage of the worldwide recognition they’ve established, but in order to gain loyal customers in new markets, they need to innovate on the menu and introduce items specifically adapted for local consumer preferences,” says Technomic EVP Darren Tristano. “Chains are also leveraging their international experience and applying lessons learned to improve domestic operations and innovation.”