october-2010

larly attractive to the female clientele.
“Women are connected to that European
look and feel,” says Bessette.
New aesthetics also offer a distinct
advantage when looking for spaces to
open up shop. “Landlords want change,”
Hahne says, “and they’re looking for
that individuality.”
Still, in pursuing the American
market, the foreign chains have had
to adapt to the desires of locals. While
Vapiano estimates that 75% to 80%
of its concept stays the same globally,
“We did have to Americanize things
a little bit,” Bessette says. It switched
from the small Coca-Cola bottles used
in Europe to fountain soda machines,
and increased the scope of the bar from
coffee and wine to a full liquor menu and
tableside cocktail service. The company
also altered its food menu. Though
popular in Europe, spaghetti carbonara
wasn’t drawing raves, so the bacon was
changed to chicken and the sauce was
slightly adjusted. Voilà—chicken alfredo
was added to the menu. “What we seem
to notice is the American palate leans
more toward cream-based pastas versus
tomato,” Bessette says.
Due to the competitiveness of the
market, many of the chains are making
their entries into the US market slowly.
“We are going to expand, but we’re
not trying to push an overexpansion,”
Hahne says. “We’d rather underpenetrate
the market to stay sexy as
long as possible.”
And though restaurant executives
say the competitive American market
makes initial profitability difficult, if they
can prove successful here, they’ll increase
their appeal to foreign investors. “Expanding
to the US has definitely helped,”
Denegri says. “The US market offers a
high visibility platform—one that business
shareholders and possible franchisees
around the world are very tuned in to.
Grand openings in the US create curiosity
from possible investors around the world.”
After all, says Sanchez of Nooï’s
recent launch in Manhattan, “If
you can make it here, you’ll make it
anywhere”—though the success of these
chains in the US might indicate that the
reverse is true.
SAVE 20%*
Friendly shuttles from your car to the front door of the airport every 5-7
minutes • Earn free parking • Covered, open-air and valet † Why pay the price for parking on-airport?
There’s a better way – The Parking Spot
USE THIS COUPON AT ANY OF OUR SPOTS:
ATL, AUS, BNA, DAL, DFW, HOU, IAH, KCI, LAX, MCO, PHX, & STL.
parking • Well-lit and
secured • Always open • Online reservations available • For turn-by-turn
directions and more information, go to www.TheParkingSpot.com
*20% off with Saturday night stay. 10% off without Saturday night stay. †Valet parking not available at all locations. Coupon valid at The Parking Spot and
The Parking Spot 2. Offer expires April 30, 2011. This original coupon must be surrendered, no photocopies accepted. Coupon may not be combined
with any other offer. Coupon not valid for On-Airport Valet at DFW. Shuttle pick up at elevator lobby at LAX and STL. ©2010 PRG Parking
Management, LLC. The Parking Spot and the spotted shuttle design are trademarks of PRG Parking Management, LLC.
GOMAG1010-10%
GOMAG1010-20%