Names like La Tasca, YO! Sushi and Wagamama retreated back to familiar ground, while American giants like Chili’s, Wendy’s, and Chipotle faced similar challenges in the UK.

However, the trend is shifting. International expansion (and not simply to the US) is now part of the growth strategy for more and more British-grown operators like Hawksmoor, Red Engine, BrewDog, The Alchemist, San Carlo, Sexy Fish and JKS Restaurants, to mention just a few of an expanding list. Wagamama is among those back across the pond having opened in Washington DC only this month.

The flow into the UK is just as rapid, with notable ‘inbound’ successes including Big Mamma Group, Five Guys, Popeyes and Wingstop - and with Black Tap Craft Burgers and Beer, Dave’s Hot Chicken and a rumoured US taco brand joining the mix later this year. 

So, what’s changed? 

No disrespect to the early pioneers, but we would argue that the success drivers this time around include: 

• Stronger, more scalable brands; 
• Increased respect for local cultural norms; 
• Vastly improved, data-driven marketing; 
• More informed location finding; 
• Better partner selection; 
• Having international growth as part of the brand’s DNA.

So what does a successful international brand rollout look like?

Answering that question is why we launched the Atlantic Club, connecting ambitious business leaders across the globe to share expertise and insight - and learn from each other.

So why not join us for our next meeting and conversation in London on 16 September?

Our own Peter Martin will be chairing the pre-dinner discussion - on how hospitality’s international brand playbook is being rewritten - with:

• Jon Knight, CEO of TRG Concessions, who is building a portfolio of international brands, including Dubai-based Jones the Grocer;
• Sunny Kooner, the British entrepreneur bringing New York’s Black Tap Craft Burgers & Beer to London this year;
• Soco Nunez de Cela, growth marketing director at Red Engine, the team behind Flight Club and Electric Shuffle;
• Jemma Smoker, business franchise leader in the UK and Europe for the global phenomenon that is bubble tea brand Gong cha. 

There are still a few places left. Contact becky.dundee@peach2020.com for details.

Thanks again to our Atlantic Club Partners: Access Group, CGA by NIQ, Harrison and Toast.