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

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.