Abstract
Based on the two-dimensional framework of standardization and authenticity, this chapter examines restaurant group expansion strategies, including both dedicated restaurant groups and those that represent a subsidiary of a diversified restaurant company. This chapter first details the research method and process. Second, it presents four cases. Findings confirm that restaurant groups can adopt four expansion strategies: the standardization of authenticity, standardized chain, authentic alliance, and heterogeneity, and each of these can result in success.
Based on: Zeng Guojun, Frank Go, Henk J. de Vries. Paradox of Authenticity versus Standardization: Expansion Strategies of Restaurant Groups in China. International Journal of Hospitality Management. 2012, 31(4), 1090–1100.
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Reference
Millenaar, M.A., Ruiven, M.I.C van, Go, F.M., & de Vries, H.J. (2010). Developing a standard for restaurant authenticity – A case of Dutch top-restaurants. In J.-C. Graz and K. Jakobs (Eds.), EURAS Proceedings 2010 – Services standardization (EURAS contributions to standardization research, 2) (pp. 289–309). Aachen, Germany: Mainz.
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Zeng, G., de Vries, H.J., Go, F.M. (2019). Authenticity–Standardization Paradox: Case Study of Expansion Strategies of Restaurant Groups in China. In: Restaurant Chains in China. Palgrave Macmillan, Singapore. https://doi.org/10.1007/978-981-13-0986-1_5
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DOI: https://doi.org/10.1007/978-981-13-0986-1_5
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Publisher Name: Palgrave Macmillan, Singapore
Print ISBN: 978-981-13-0985-4
Online ISBN: 978-981-13-0986-1
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