“No generation has had the opportunity, as we now have, to
build a global economy that leaves no-one behind. It is a wonderful
opportunity, but also a profound responsibility.” – a quote by Former U.S.
President Bill Clinton.
With technology advancing so fast and
international trade expanding, restaurant businesses are incentivized to sell
products and services in foreign markets. Whereas, globalization is a
brainchild of industrialization & is in a way superset of urbanisation. Making
your restaurant a brand & taking it to global is a zest of every
The building of a global brand in
restaurant business is not something that is done overnight. It entails
developing, analysing, & implementing strategies which are
tailored to the brand's target markets. Let's have a glance at some
of these strategies which will help your restaurant to go global.
Each region has its own behaviour &
norms when it comes to expanding your restaurant brand globally. Identify your
type of business & where it currently stands in the market. This would be
the first step to research for going global
A perspicacious food-brand or restaurant
brand in one market may not do so well in another. The ability for a brand to
translate to other markets is extremely important if the brand aims to become a
global success. The key is to have an understanding of the culture and to trace
the particular culture before branching
out to ensure that the brand does translate.
Brand positioning can be described precisely
as how a brand or product is wished to be perceived in the mind of their
customers in all ways. Big brand positioning incorporates a true understanding
of your competition in restaurant business and then taking a close look at your
potential competitive advantage, or what a company can do to make
themselves stand out from the crowd.
- Customer behaviour analysis
Varied regions , varied customers! Every types of customers
have certain purchasing tendencies in one society, & it doesn't imply that
such tendencies are all-inclusive for all markets. This is all about how to
analyse a customer behaviour. For example, the customers in India have a
different taste than the customers in US or Japan.
- Obtain borderless marketing
Market your brand out of the crowd. Use
every marketing strategy for making it global. You should have a very clear &
detailed global brand strategy that’s executed at a local level. To maximise
more value, capitalise on global things like brand consistency, brand identity
and global sponsorship. If your restaurant food works in one market, work out
if it’s right for customers in another market too or find another.
- Build a consistent brand
In recent years building a consistent
and strong brand culture that remains familiar to consumers wherever it is in
the world has become a priority. “It becomes more important that your restaurant
brand reflects your culture food, rather than your guidelines.” Your culture
and your uniqueness will make you stand as anomalous compared to your