Situation: Craving a U.S. Presence

UDON Asian Food, one of the largest Asian food franchises in Spain with 70 locations had a desire to enter the U.S. market and establish brand presence in the U.S. that would stimulate demand and increasing direct sales, growing its global footprint. In order to test out their franchise model and widely popular Asian-inspired recipes on American consumers, UDON opted to open a restaurant in Miami. Adding to this already challenging venture, the launch was postponed on more than one occasion due to construction delays and staff shortages.