Secondly, are you sure that you are committed? You can't do international expansion of a franchised concept halfway. You have to be committed to it. Having spent nearly 30 years in international franchising I still see people take brands overseas, but they're not really ready to make that type of commitment.
If you look at it as a wide-open space where you make a lot of money -- and you can -- but you're going to
How do you build brand loyalty?Shattuck: It's not really that much different than it is here. It's all about providing good, quality foods in a friendly environment. The basics are definitely transferrable. Your target market, your position, you may tweak that, but you're still in the business of providing value for your money. What are some common mistakes made by franchises that go international? Shattuck: Understanding who that franchise partner should be. Oftentimes that's a mistake that's made and then you're in a difficult situation from the beginning. Many times restaurant brands are more difficult than snack brands. With a restaurant brand, it can easily take two to three years to get to the point where you start realizing a return on the investment. How much should a franchise change to respond to cultural differences? Shattuck: To me there is a core essence and being of every brand. And at some point
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