Restaurant Development & Design

SEP-OCT 2018

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6 4 • r e s t a u r a n t d e v e l o p m e n t + d e s i g n • S E P T E M B E R / O C T O B E R 2 0 1 8 How To turns per night that you count on here. If you're a QSR with a high percent- age of drive-thru sales in the U.S., that's likely to change. People in other countries don't generally drive down the street eating burgers and fries. These are just tip-of-the-iceberg things opera- tors have to think about. They must be willing to adjust and understand that with every adjustment made, there are multiple supply chain, operational and financial implications to consider." Both PJ's and Church's experienc- es abroad illustrate the level of brand flexibility that can be a prerequisite for international success. When PJ's entered Vietnam, for instance, its core brand promise of serving only the top 1 percent of Arabica beans that are no more than 90 days from time of roast- ing required extra consideration. "It works great in the United States," Mesa says. "But when you start adding in the logistics of sourcing that coffee, freshly roasting it in New Orleans and still trying to stay true to the 90-day promise, you realize that ocean freighting it to Vietnam isn't realistic. It takes too much time. Air- freighting it instead lets us stay true to the 90-day promise but is expensive, which impacts the financial model." Even more significant, Mesa says, is the fact that while high-end Arabica coffee, which PJ's serves, is the norm in the U.S., Vietnam has always been a Robusta bean market. "One of the most popular specialty coffee drinks there is made with strong Robusta beans," Mesa says. "We needed to be able to offer that, so our roast master worked with our partner in Vietnam and came up with a dark-roast Arabica bend that closely mirrors the flavor profile of what we know people in that country like. We could have sat back and said, 'No, we're an American brand and we're only going to serve American drinks, but do- ing so would have greatly impacted the success of our partner's launch there." Church's Chicken, too, has em- braced the need to remain flexible, at times making significant adjust- ments to meet local market demands. When entering Indonesia nearly 35 years ago, for instance, the company went so far as to change its name to head off misperceptions that the brand, named for its founder George Church, was affiliated with the Catholic Church. It substituted Texas for Church's in its logo and continues to operate and develop under that banner in countries outside of the Americas. Menu flexibility is required as well, Moralejo says. While the concept's chicken and biscuits go together like burgers and fries in the U.S., that's not the case elsewhere. "In some parts of the world, biscuits are seen as a dessert and are eaten apart from the rest of the meal. So, when we go into those markets we have to be flexible," he says. "Are we going to continue to demand that our biscuits be served along with bone-in chicken when cus- tomers there would rather have rice? Or are we going to deviate from that brand architecture and reposition biscuits as dessert option? A big part of our suc- cess internationally is that one of our core values is flexibility." + We've been delivering the widest selection of commercial faucets to restaurants for over 115 years. With over 4,825 products on our website plus the ability to design your own faucet – we've got you covered. Visit chicagofaucets.com or call 800/323-5060 for more information. Get a FREE Food Service specifier's kit at chicagofaucets.com/rdd3. We've been delivering the widest selection of commercial WE COVER THE HOUSE FRONT, BACK, AND EVERY SINK IN BETWEEN Restroom Faucets I Pot Fillers I Handwash I Janitorial Faucets I Pre-Rinse

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