China offers chance for established companies to Re-Brand
A trend for western companies coming to China has been to “rebrand” their business – usually making it significantly more upscale. In Shanghai, not only is Pizza Hut a nice sit-down restaurant, but locals line up around the block for it on weekends. Howard Johnson’s has 3 luxury hotels in Shanghai, and they all seem to get great reviews. We only have 1 Taco Bell, but it is a non-fast-food restaurant with table service.
The latest addition to the stable of rebrands is reliable old Dairy Queen. Now, I haven’t been back to the states for a while, but I don’t think I’ve ever seen NY Yuppies lining up in the mall for Dairy Queen. But
in Shanghai, that’s exactly what’s happening.
Now if I can just get the Maitre Di at Denny’s-on-the-Bund to seat me before 7:00…
Posted: March 26th, 2006 under Business Entry, China General, Classic DiligenceChina.
Comments: none
Write a comment