NPD: QSR chains expanding globally must also act locally

NPD: QSR chains expanding globally must also act locally

While globalization has blurred the boundaries between countries in the past few decades, when it comes to consumers’ eating habits, there is still a cultural divide between the United States and the rest of the world. For that reason, quick-service operators looking to expand their brands outside of the United States need to customize each unit to meet the specific needs of consumers in the country and region they seek to enter, say officials at market research firm The NPD Group.

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