US restaurants chains switch overseas investment to China and India rather than Europe
The UK and mainland Europe is no longer seen as the natural path for global expansion by the giant US restaurant brands. The fast-growing economies of India and China where there is a combination both of huge populations and growing disposable income is where US investment is being directed, according to Horizons.
Horizons managing director, Peter Backman, says the change of focus from Europe to Asia as the new prime target for investment by US restaurant chains is being driven by the fact that both India and China have previously had little exposure to branded restaurant concepts.
Says Backman: “Western manufactured imported goods are relatively expensive in India and China, but it’s cheap to import a restaurant brand when the food and labour is sourced from within. Europe is now seen as a mature market by US-based restaurant brands while India and China are seen as untouched.”
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