Market Re-entry for American Dining Chain in Shanghai
Services Provided: Strategic Audit
The Challenge
A leading USA casual dining chain encountered difficulties with its master franchisee in the Shanghai market.
Our Solution
Our team was retained by senior management to diagnose the reasons for failure and recommend a plan for market re-entry.
We concluded that the complexity of the operations required the establishment of a limited number of company-owned stores to establish an economic model and provide proof of concept before seeking out new partners. We supported the client in every aspect of the restaurant opening, including site selection, menu development, design and construction, sourcing, and recruitment.
Results
The client established several company-owned stores during the 2010-2011 period and is now prepared for further expansion with local partners.
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