Magazines Archives - 2007 November

US restaurant chain makes China its base for Asian expansion
Story 13

US-BASED casual-dining restaurant chain Applebee’s International Inc has embarked on aggressive expansion into Asia. It set up its first Asian restaurant in Shanghai, China, last month, and is poised to open two more outlets in this city by end-2008. The group is currently in acquisition talks with pancake chain IHOP Corp, also based in the US.

The contemporary Applebee’s restaurant in Shanghai which serves up fast-food meals with an oriental twist is targeted at the younger audience.

Dishes at the outlet include mango shrimp salad and orange plum ish fillet topped with ingredients such as lotus root and wasabi cream.

Rohan St George, president of the group’s international division, said: “Shanghai is an ideal location [for] Applebee’s to expand into Asia and continue to strategically grow the brands internationally.” The group plans to move into the rest of the region, including India, Thailand, Malaysia, Singapore and the Philippines, he added.

“It’s the right time to come to China. In the past five years, we [have seen] a new consumer base coming about, especially in Shanghai [where consumers are] young, vibrant, trendy and looking forward to having a good time,” he observed. On top of its design and menu, Applebee’s pays attention to fast and friendly service that is backed with a guarantee.

Currently, the group has nearly 2,000 outlets spanning across 18 countries.


2007 November Stories:

Global Food & Style Expo 2008

China’s hypermarket sector set for growth

Coach sets up first flagship store in South-east Asia

BHG opens third heartland store in Singapore

India’s rural retail sector shows promise

Metro shifts focus to private labels in India

Dairy Farm’s Wellcome opened in Ho Chi Minh City

Courts reports profits and increased sales, signs exclusive with Dell

Fast Retailing grows home and overseas business

China’s secondary cities picking up credit-card use

F J Benjamin achieves 38% turnover growth

Auric Pacific Group takes over Délifrance Asia

Unilever Indonesia buys over Ultrajaya’s fruit drinks

US restaurant chain makes China its base for Asian expansion

India poised to become world’s prime food-sourcing hub

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