Building an International Empire?
Are you a restaurant franchisor in the early stages of international expansion?
Signed on a few international franchisees… now discovering that marketing outside the US isn’t the same?
International locations are asking for something different from what your US based head of marketing is doing?
The key to success in the international franchise market is a careful balance between controlling the brand execution and enabling the appropriate localization. The most successful global food brands (McDonalds, KFC, Starbucks, Pizza Hut, TGI Fridays and many others) are not a copy-paste from country to country. They have a common brand core, nearly identical across every market. Beyond that each of those brands is localized to serve the unique consumer needs.
This balance is never achieved by accident. International Marketing consultants for the large global franchisors travel through their regions constantly. They are enforcing a framework that gives their franchisees the ability to be relevant locally while maintaining the brand standards. It takes years of experience in the international franchise space to build up a system like that.