When it comes to international expansion an important question comes to mind: should your brand remain consistent across all continents or should it adapt to fit local flavors. The answer is mixed, with some brands incorporating local preferences and others choosing to keep menus the same.
But no matter which route your brand chooses to take one thing is certain: you have to do a lot of research before haphazardly entering into new markets. The most important thing to do is to first understand your consumer and their local habits. What are the prominent local flavors; are there suppliers in the area capable of providing your stores with the necessary ingredients; do the majority of people have religious dietary restrictions - the list goes on.
According to Steven Goldstein of The Culinary Edge, “If we’re a brand and we’re going to go somewhere and we need to act a certain way, the first thing we need to do is we need to understand who our client is.” Read More