American Casual Dining Brand: China Expansion (Shanghai, Beijing, Shenzhen)
China market entry for an American casual dining brand including 3 flagship restaurants in Shanghai, Beijing, and Shenzhen with local partner negotiation, regulatory licensing, and menu localization.
Growth in Conversions
American casual dining brand entering China needed Tier-1 city flagship presence with local JV partner, full food-service regulatory licensing, menu localization for Chinese palate, and operations team hiring.
Content Optimization
MOART negotiated JV terms with a local hospitality partner, secured 12 regulatory approvals across Shanghai, Beijing, and Shenzhen, adapted 30% of menu for local taste preferences, and hired 180 staff across three flagships including bilingual management.
Organic Traffic
1682%
Dramatic Increase
Project Overview
American casual dining brand entering China needed Tier-1 city flagship presence with local JV partner, full food-service regulatory licensing, menu localization for Chinese palate, and operations team hiring.
Execution
MOART negotiated JV terms with a local hospitality partner, secured 12 regulatory approvals across Shanghai, Beijing, and Shenzhen, adapted 30% of menu for local taste preferences, and hired 180 staff across three flagships including bilingual management.
Project Results
Conclusion
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Marketing, creative, and product knowledge functions continue to be of primary importance to our organization as we strive to meet the increasing demands and challenges of the Industry.
