The Challenges of Full-Service Restaurant Brand Internationalization: A United States/Canada Perspective

ABSTRACT

The purpose of this research is to identify the challenges faced by full-service restaurant brands internationalizing across the border between the United States and Canada. Semi-structured interviews were used to collect data from 54 senior executives across the US and Canada. The results show differences in the challenges faced by U.S. versus Canadian full-service restaurant brands when they are expanding across the border based upon the context of the full-service restaurant and how they are internationalizing. This is the first empirical study about cross border expansion challenges for U.S. and Canadian full-service restaurant brands.

KEYWORDS:

• barriers to success
• full-service restaurants
• internationalization

Additional information

Notes on contributors

Richard Wade

Richard Wade is a Professor with the Ted Rogers School of Hospitality and Tourism Management. His research is focused on topics related to restaurant performance, development, and expansion.

Mark Robert Holmes

Dr. Mark Holmes is an Assistant Professor with the School of Hospitality, Food, and Tourism in the University of Guelph’s College of Business and Economics. His research focuses on tourist motivations, culinary and wine tourism, rural development, and issues in diversity.

Chris Gibbs

Dr. Chris Gibbs is an Assistant Professor with the Ted Rogers School of Hospitality and Tourism Management. His research is focused on the impacts of social and digital media within leisure industries such as hospitality, tourism, and sports.