Are you curious about how to adapt your franchise to the Italian market?
In this article, we will explore some cases of foreign franchises that have won the hearts of Italians, focusing on the strategies they have used to adapt their business to Italy.
Successful cases in the Italian market
Over the years, many foreign franchises have tried to establish themselves in the Italian market. However, while some of them have failed to succeed, brands such as Picard, McDonald’s, and Starbucks have become a staple for Italians. Let’s see together how they managed to do it.
Picard
Picard is a French company known for its wide selection of high-quality frozen products, such as ready meals, desserts, and fruits and vegetables.
When it decided to expand into Italy, Picard had to deal with Italian eating habits and strong competition in the food industry. However, the company has successfully adapted to the local market through a series of strategies.
First, the company expanded its offerings by introducing Italian specialties, such as fresh pasta or artisanal ice cream, that could meet consumers’ needs and expectations.
In addition, Picard is committed to using only high-quality ingredients and following strict production standards, given that Italians pay special attention to these aspects.
Finally, by investing in staff training and the setting of the stores, he has tried to create a cozy and familiar atmosphere, just like the typical Italian store, where there is special attention to detail and product presentation.
McDonald’s
McDonald’s, a true symbol of globalization, encountered a major challenge when it decided to enter the Italian market: the culture of making slow, convivial meals was in stark contrast to the company’s business model.
However, with some strategies, McDonald’s has not only managed to overcome the initial difficulties, but has become one of the most successful franchise brands in the country.
First, while maintaining its main menu, McDonald’s offers products that meet the culinary preferences of Italians, such as Parmigiano Reggiano and Bresaola della Valtellina, and actively collaborates with local suppliers to ensure the freshness and authenticity of its ingredients.
Then, the brand invested in its restaurants, creating cozy, family-friendly spaces that invite customers to stay longer, an important element of the Italian culture of eating out.
Starbucks
Starbucks has only recently managed to enter the Italian market (the first store opening was in 2018).
Entering the Italian market, the brand faced a strong coffee culture and lively competition among local coffee shops.
While maintaining its own style and identity, Starbucks has embraced the value Italians place on coffee and has worked to offer a wide selection of high-quality coffees that reflect the preferences of the Italian consumer, as well as specific products that would meet consumers’ needs. For example, in addition to the traditional menu, espresso, caffè macchiato and a wide selection of Italian pastries are available for purchase.
The brand has also made its venues more intimate and cozy, with furnishings reminiscent of Italian design and the atmosphere of local coffee shops.
How to adapt your franchise to the Italian market
An analysis of the Picard, McDonald’s and Starbucks cases shows that adapting a franchise to the Italian market requires a series of targeted steps and a thorough understanding of local dynamics. Below, you will find a detailed guide on how to proceed
Local market analysis
The first step in expanding your business abroad is definitely to conduct a detailed analysis of the local market.
The franchisor should inquire about the culture of the country in which it wants to fit in and make sure that it fully meets the expectations of local consumers.
For example, Italy is famous for its rich culinary tradition, love of quality and the importance of conviviality. These elements are central to consumers’ purchasing decisions, so they must be taken into account during the franchise adaptation process.
However, in addition to understanding the local culture, it is essential to have a clear understanding of internal market dynamics, focusing on purchasing trends, competition, and industry regulations.
Localization of the menu and products
To succeed as a franchise in Italy, it is important to adapt the menu to the tastes of local consumers.
This means not only offering a product selection that reflects local preferences, but also making sure that the ingredients used are fresh and of high quality, preferably from reliable local suppliers.
Personalization of the customer experience
Beyond simply offering localized products, it is important to curate the entire experience you offer to the customer, making sure it reflects Italian cultural preferences.
Italians place great importance on the setting of venues and appreciate when companies offer them personalized services.
Therefore, it is essential to create a welcoming atmosphere in the rooms that recalls typical elements of Italian culture in furniture, music and product presentation.
Respect for local traditions
When investing in another country, it is important to show respect for local traditions and culture.
Adopting ethical and sustainable business practices, collaborating with local suppliers and actively participating in the local community can help build a positive reputation and generate trust among Italian consumers.
Adaptation of marketing and communication strategy
Only by adapting the marketing and communication strategy of the franchise to the Italian market can you make yourself known to consumers effectively.
The brand must be careful to create advertising campaigns with a language and tone in line with the local culture and to spread them on the communication channels preferred by Italians so that they reach as many consumers as possible.
Conclusions
To be successful in the Italian market, a foreign franchise cannot simply reproduce its business model as is.
In contrast, we have seen that when investing abroad, it is important to adapt your franchise to the dynamics of the local market by delving into cultural nuances, consumer preferences, and industry dynamics.
Brands such as Picard, McDonald’s and Starbucks have invested time and resources in this process and are still on the cusp of success in Italy.
