Case Study Name

American Restaurant Chain in Shanghai

Service(s) Provided

Strategic Audit

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American Restaurant Chain in Shanghai

The Challenge

A leading USA casual dining chain experienced failure with its master franchisee in the Shanghai market.

Our Solution

EWHG was retained by senior management to diagnose the reasons for failure and recommend a plan for market re-entry.

We concluded that the complexity of the operations required the establishment of a limited number of company-owned stores to establish an economic model and provide proof of concept before seeking out new partners. EWHG assisted the client in all aspects of the restaurant opening including but not limited to site selection, menu development, design and construction, sourcing, and recruitment.


The client established a number of company-owned stores in 2010-2011 period and is ready for further expansion with local partners.