Which part of the US is most likely to respond well to your brand? Which people? Can deliver your proposition in that part of the US with the resources available there? On reflection the Fresh and Easy proposition developed by Tesco would have perhaps worked better on the East Coast, not the West Coast. Is your competitive point of difference in the UK really a point of difference in the US?īe selective. A country that counts New York, the Rocky Mountains and the Deep South within its borders can almost be treated like many separate countries, all with their own competitor landscapes, diverse consumer bases, and local resources.
#Hotel chocolat usa how to#
Yet in the US (and New York to be precise where Wagamama stores are primarily located) the Asian casual dining market is much more developed, and Wagamama are currently trying to figure out how to tempt discerning New Yorkers in who have high quality ramen already on their doorstep. Broadly speaking, Wagamama’s UK consumer insight is grounded in the desire for a fast casual pan-Asian food offering, and has benefited from a lack of many clear competitors in the market. Wagamama is a great example of a British brand that is currently trying to find its feet in the US they need to deliver on a different insight than in the UK. So what’s your true point of difference in the US market? A good starting point in understanding your brand’s point of difference is to look at the consumer insight it delivers against. So what should a British brand like Hotel Chocolat be mindful of when looking to launch in the US? We’ve come up with six points to be mindful of when launching a British brand Stateside that should help steer your brand to success!īe brutal. Being a British version of a brand that already exists may work in the short-term, but if that’s your only real point of difference then you may suffer long-term. Despite speaking the same language and our cultural similarities, companies such as Tesco have shown us that British companies cracking the US is easier said than done. Although its affordable luxury, “more cocoa, less sugar” approach has worked wonders in the UK, as they enter new markets it would be wise to reflect on this strategy. Hotel Chocolat have announced plans to launch in amongst other locations, the US. One brand in particular will soon have to face this challenge. One of the questions often considered is this: how does a brand replicate the success it has in one country in another, completely different country?
The tension between adapting a brand to cater to the tastes and preferences of local consumers, whilst still maintaining a consistent global outlook is the pinnacle of excellent brand management and where we thrive. We are often asked at The Value Engineers to tackle the big challenges facing global brands.
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